從資源基礎理論、技術創新策略探討企業競爭優勢之研究—以牛樟芝產業為例

Abstract

牛樟芝是台灣獨有，世界上獨一無二的保健食品原物料，更由於其抗癌、抗發炎、護肝、抗氧化等多項特殊的生理活性，因此有「台灣國寶」的美名，所有關於牛樟芝的研究都是由台灣人發表，在牛樟芝學術領域中，台灣具有相當卓越的領先研究地位，因此吸引許多生物科技廠商投入牛樟芝保健食品開發或是牛樟芝新藥研發，而目前市場上有相當多的牛樟芝培養技術，不同公司使用的牛樟芝原料、萃取、製造方式，以及下游的通路都不盡相同，商業模式相當多元化。

然而，目前在學術研究上並沒有針對牛樟芝有完整的商業學術論文發表，因此本研究試圖從資源基礎理論、技術創新策略的角度出發，探討整體台灣牛樟芝產業的發展模式和實務的產業價值鏈。首先，本研究從外在環境分析台灣的生物科技產業現況與政府政策，再進一步縮小研究範圍至保健食品產業，了解保健食品產業的價值鏈現況以及法規標準，之後再深入分析牛樟芝獨特的保健功效，以及市場常用的培養技術與通路，透過理論與實務的對照，了解目前牛樟芝發展模式的現況與困境，並探討出未來牛樟芝產業的關鍵成功因素與競爭優勢的所在。

藉由個案公司的訪談研究、資料蒐集，本研究發現除了傳統的保健食品開發外，個案公司採取牛樟芝新藥研發和保健食品開發同步進行的商業模式，是牛樟芝產業中相當獨特且創新的商業模式，透過保健食品的營收挹注，能夠讓個案公司的資金來源更為穩定，而個案公司長期發展的微生物發酵技術平台，是個案公司能夠採取同步發展模式的關鍵競爭資源，也是技術創新的來源，最後在價值鏈下游的自有通路建置，讓個案公司能夠快速獲得消費者的回饋，這些都是個案公司所建構的差異化競爭優勢。

Taiwanofungus Camphoratus is a very unique health food material and only borns in Taiwan. Due to a number of special physiological activities of anti-cancer, anti-inflammatory, hepatoprotective and anti-oxidation, Taiwanofungus Camphoratus has a great reputation of 'Taiwan's national treasures'. What’s more , all about the research of Taiwanofungus Camphoratus are published by the Taiwanese. In the Taiwanofungus Camphoratus academic field, Taiwan has a very outstanding and leading research status.Therefore, it has attracted many biotechnology companies put into the Taiwanofungus Camphoratus health food development or new drug research. For this reason, there are a considerable number of Taiwanofungus Camphoratus culture techniques currently on the market.Whlie in different company, the Taiwanofungus Camphoratus raw material, extraction pathways, manufacturing skills, and downstream channels are not the same. In general, The business model are quite diversified. However, currently in academic field , there are no any complete commercial papers about Taiwanofungus Camphoratus published. As a result , this study attempts to explore the whole development model of Taiwanofungus Camphoratus industry in Taiwan and practical industry value chain from the perspective of the resource-based theory and technology innovation strategy. At first, this study analyzes the current situation and government policies of Taiwan's biotechnology industry from the external environment. Moreover, the study narrows the scope to the health food industry and seeks to understand the present situation as well as the regulations and standards of the health food industry value chain.After that, this study make a depth analysis of Taiwanofungus Camphoratus unique health benefits ,commonly used culture techniques and channels. Through the comparison of theory and practice, the study tries to find out the critical success factors and competitive advantage of Taiwanofungus Camphoratus industry. By the case interview study and data collection, the study founds that in addition to the traditional health food development, case company synchronized with the business model to take the Taiwanofungus Camphoratus drug R&D and development of health food. It is a quite innovative commercial model to use in Taiwanofungus Camphoratus industry. By the revenue through health food , the funding source of case company becomes more stable to delevop the microbial fermentation technology platform which is the key competitive resource and innovative technology of case company. At last, the build-up of own channels make the case company obtain the customer feedback faster. In conclusion, the above-mentioned are the differentiated competitive advantages constructed by the case company.