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標題: | 生技產業廠商之經營與發展策略分析 – 以G公司為例 The Corporate Strategy Analysis of the Biotechnology Industry Company – A Case Study of G Company |
作者: | Ti-Wei FAN 范棣崴 |
指導教授: | 陳忠仁(Chung-Jen Chen) |
關鍵字: | 保健食品,BCG矩陣,五力分析,競爭策略,產業關鍵因素, nutritional supplement products,BCG matrix,Porter five forces analysis model,Competitive strategy,key industry factor, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 高齡化的人口結構問題在全球持續蔓延,隨著網路資訊的快速發展與預防醫學的興起,在中高度發展的國家,人民開始重視自身健康管理與預防疾病的方式,所以調節生理機能、延緩老化與增加免疫能力等保健食品如雨後春筍般開始出現,食品生技產業開始蓬勃發展,以致全球保健食品市場持續成長。保健食品功效訴求以腸胃功能改善、調節血脂、護肝與免疫調節的產品為主流,因產品功效種類被侷限,市場上同性質產品多如牛毛,使保健食品產業競爭激烈,各公司皆以達到產品的安全性與功效性為最重要的目標。 G公司近年來營收持續穩定成長,本篇研究利用五力分析的方式,希望能找出臺灣保健食品市場與大陸保健食品代工市場其產業關鍵因素,並探討G公司所建立的核心價值與競爭優勢之所在;用BCG矩陣分析三大事業體的角色定位,檢視各事業體的市場成長性與產業競爭地位,藉由策略分析並探討G公司未來之成長策略,本篇研究結果為: 一、 G公司在臺灣的兩大事業體成功的產業關鍵因素為上、中、下游的垂直整合能力、新技術的開發、功效素材的研發能力以及強大的直銷與電商的銷售能力。 二、 G公司主要採用低成本領導策略,三大事業體在上游及中游皆可共享資源與技術能力,創造綜效並構築完整的競爭策略,以完整的產業鏈整合與經營策略造就獨有之能力,藉此建構出競爭優勢的基礎城牆。 本篇研究對未來成長策略的建議為: 一、 需增加功效素材專利之廣度,並且多著墨於功效素材之專利佈局。 二、 利用直銷與電商之會員搭配APP與隨身行動裝置,將累積的大數據加以分析應用,打造個人化與客製化的保健產品諮詢與服務。 Today, the aged society has become a worldwide issue. With highly developed information and communication technology as well as the advanced preventive healthcare, people in the developed countries have aware of the importance of personal health management and disease prevention. Varies nutritional supplement products for regulating physiological functions, delaying aging and increasing immunity have launched and triggered a vigorous growth in global health food market. The mainstream products in the health foods industry is for improving gastrointestinal function, regulating blood lipids, protecting liver and immune regulation. As most of products are limited to the categories for the food efficacy aforementioned, the inter-industry competition is cutthroat. Increasing product safety and efficacy have become the top index for each of companies in the industry. In these couple years, the revenue of company G was sustained growth. Porter five forces analysis model is applied in this study to analysis the key industry factors of both Taiwan and mainland China health foods OEM market and the developed core value and competitive advantage of company G. Using BCG matrix for reviewing its product portfolio and competition position for each of business units as well as the future strategies of company G. The study results are summarized as below: I. The key industry factor of company G’s two major business units in Taiwan are the vertical integration capabilities of upstream, midstream and downstream, the development of new technologies, the research and development capabilities of functional materials, and the strong direct sales and e-commerce sales capabilities. II. Company G mainly adopts a low-cost leadership strategy. The three major businesses units can share resources and technical capabilities in the upstream and midstream, create comprehensive effects and build a complete competitive strategy, and create a unique one with complete industrial chain integration and business strategies, laying the groundwork of competitive advantage. For company G’s long-term growth, it’s recommended i. To increase and extend the patent categories of functional materials as well as focus on the development of patent portfolio. ii. To analysis the data from members of direct selling and e-commerce with APPs and portable mobile devices, then create the personal and customized health care product consulting services. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/57494 |
DOI: | 10.6342/NTU202001669 |
全文授權: | 有償授權 |
顯示於系所單位: | 生物科技管理碩士在職學位學程 |
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