基因體學產業之經營與發展策略分析 - 以Illumina為例

Abstract

Illumina公司成立於1998年4月，初期以基因微陣列技術為核心的公司，在2006年透過購併策略，取得關鍵基因定序技術，並持續研發新型定序儀器與耗材，成功轉型為全球最大的基因定序公司。 隨著基因定序的技術持續進步，Illumina公司透過多次購併策略，取得多項技術與產品，並且推動定序價格大幅下降，基因體產業也從原本的科學研究，發展至臨床醫療應用，Illumina公司除了佈局產業上游之外，近年來在中游市場也多有著墨，除提供客戶軟體分析與雲端服務，也在2012年透過另一次購併策略，進入檢測服務市場，計畫為市場提供更好的產品；此外，Illumina也成立第一個基因產業的加速器，並成Illumina創投公司，希望可以提供產業中有潛力的新創公司在資金與經驗上的支持。 本個案研究運用五力分析來辨識基因產業的產業關鍵因素，並探究Illumina的核心能力，以及透過BCG矩陣來檢視各事業單位的定位，並分析其競爭策略，用以解析Illumina公司未來事業發展走向。

Illumina was founded in April 1998. At the beginning, the company focused on microarray technology. In 2006, Illumina acquired DNA sequencing technology through merger and acquisition strategies. Illumina continued to develop new sequencing instruments and consumables, and successfully transformed into the world's largest genetic sequencing company. As the technology of DNA sequencing continues to advance, Illumina has acquired multiple technologies and products through merger and acquisition strategies. Illumina has promoted a significant decline in sequencing prices. The genomic industry has also developed from original scientific research to clinical medical applications. Illumina has been in the industry upstream for many years, and it has also deployed the midstream market in recent years. In addition to providing customer software analysis and cloud services, Illumina also entered the genetic testing service market through another merger strategy in 2012, and plan to provide better products for the market. In addition, Illumina also established the first accelerator of the genomic industry and became Illumina Ventures, hoping to provide financial and experience support to potential startups in the industry. This case study uses five forces analysis to identify key industry factors in the genomic industry, explore Illumina's core capabilities, and examine the positioning of each business unit through the BCG matrix, and analyze its competitive strategies to analyze Illumina's future business development strategy.