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標題: | 高涉入生醫產品行銷策略之探討:以人類自體免疫細胞儲備業務為例 Exploring the Marketing Strategies of High Involvement Biomedical Products: The Case of Human Immune Cells Banking |
作者: | Hsin-Cheng Lin 林信誠 |
指導教授: | 林俊昇 |
關鍵字: | 免疫細胞儲存業務,高涉入商品,質性研究, Immune Cell Store Business,High Involvement Product,Qualitative Analysis, |
出版年 : | 2015 |
學位: | 碩士 |
摘要: | 行銷策略的選擇,直接的影響了企業和產業是否能夠正確而有效的為自己帶來無窮商機,企業必須視行銷的思維為相當重要的資產。免疫細胞儲存服務的對象相當的廣泛,相對於臍帶血以及骨髓幹細胞儲存的限制低的許多,並且自體自用,因為蔚為一值得期待的商機。然而免疫細胞儲存業務之財務狀況與是否能夠永續經營,很大程度上是依賴於它是否在消費者心目中為一成功的品牌並且滿足消費者與市場需求,而免疫細胞之價錢其及儲存時間的永續性,為其相當特別的商品特性。而這樣的高涉入商品該如何符合消費者心中的期待以及該如何行銷、策略為何?為本文欲探討之範疇。
本論文由高涉入理論開始切入,並探討細胞儲存之業務,並以信德生醫股份有限公司為個案作為探討案例,後提出以質性研究為基礎的訪談,檢視高涉入商品免疫細胞儲存服務之行銷可能性與行銷策略。本論文以問卷的方式,檢視分析潛在消費者、消費者以及業者對於免疫細胞儲存現況與行銷策略建議。 總之,台灣之免疫細胞儲存業務有相當大的發展潛力,但需要精準的定位出市場分隔、市場目標以及市場定位,以期獲得廣大消費者的瞭解與支持,進而達到增強免疫細胞儲存業務營運與永續的目的。 The choice of marketing strategies has an immediate impact on the business opportunities an enterprise or industry can create for itself in a correct and effective manner, which leads to a common agreement that a corporate must value the significance of marketing ideas. Considering the Immune cells banking business has recently received great customer attention. Despite the relatively low limits on its storage and its autologous production and utilization features, the business of immune cell banking still generate expected popularity. Implementing effective and correct marketing strategies will generate numerous business opportunities for firms in this industry. Therefore, identifying the opportunities for development and marketing strategies will be crucial for immune cells banking firms. This research explored the case of Cinte Biomedical Corporation in Taiwan from a marketing perspective. In-depth interviews with potential and existing customers as well as experienced managers in this industry were conducteded to identify the feasibility of immune cells banking services and its viable marketing strategies. In conclusion, the immune cells banking business in Taiwan have to determine their market segmentation, target market and market positioning precisely as well as to win consumer recognition and support, which will result in a stable long-term success of the business. Implications, limitations and future research directions are then discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18256 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業管理組 |
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