生醫產業核心能力與創新商業模式之研究:  以美無痕公司為例

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题名:	生醫產業核心能力與創新商業模式之研究: 以美無痕公司為例 Core Capabilities and Innovative Business Models Analysis of the Biomedical Industry: A Case of Mei Wu Hen Biotechnology Corporation
作者:	詹加鴻 Chan, Chia-Hung
贡献者:	經營管理學系
关键词:	生醫產業;商業模式;核心能力 Biomedical industry;Business model;Core capabilities
日期:	2021-05-05
上传时间:	2022-10-31 05:37:16 (UTC+0)
出版者:	亞洲大學
摘要:	在全球邁向高齡化與少子化的人口結構變遷，且民眾越來越重視自身健康、以及生活水準提高的新思維模式，生醫產業逐漸受到消費者的重視。生醫產業是民眾維持健康非常重要一環，且被公認為當前全球成長最快速的產業之一，該產業在早期就被視為專業技術很強的產業，然而進入該產業的門檻除了資金外，很重要是生醫研發人才與經營模式。然而，過去經常被忽略經營問題，造成企業經營不善無法創造較佳利潤。因此，本研究探究在生醫產業具規模與專業能力的美無痕公司，透過個案研究法深度探究該個案公司的經營現況、企業核心能力與資源、以及企業創新的商業模式。藉由分析個案公司的經營策略，瞭解在生醫產業如何能在市場競爭環境中永續經營。本研究針對個案公司分析，獲得結論如下：(1)生醫產業的客戶群較廣泛，應針對不同族群推出不同商品。(2)善用電視廣告與電話行銷是個案公司成功的關鍵因素之一，但在電視廣告上應有技巧的規劃廣告腳本。(3)運用資訊科技提升企業管理效率與顧客關係管理能力，如導入企業資源規劃系統進行行銷與銷售作業管理。(4)生醫產業的商品攸關消費者健康，必須重視安全有效商品開發與使用科學醫學驗證功效。 The structure of the global population is changing towards aging and declining birth rates. In the meantime, growing people who are paying more attention to their own health as well as the new thought model of improving living standards. The biomedical industry is gradually being valued by the people and consumers due to these factors. The biomedical industry is a vital role in staying healthy for the people, and it is recognized as one of the most rapidly growing industries in the world. The industry has been viewed as an industry with the requirement of strong expertise in the early stage. It requires not only capital to enter into this field but also professional research and development talents and business models. However, business issues that were frequently overlooked in the past have impacts on business operations negatively and lead to the difficulty to create better profits. Therefore, this research aims to explore MEI WU HEN, a company with the scale and professional capabilities in the biomedical industry as the research object and utilizes a case study method to deeply analyze the company’s operating status, core capabilities and resources, and innovative business models. By analyzing the business strategy of the case company, this study indicates how the biomedical industry can sustainably operate in competitive markets. Based on the analysis of the case company, this study shows the following: (1) Since there is a wide customer base in the biomedical industry, different products should be launched for different clusters. (2) Deploying the use of TV advertising and telemarketing is one of the key factors for the success of the case company, but there should be skillful planning of advertising scripts in TV advertising. (3) The use of information technology is one of the strategies to improve the efficiency of corporate management and the capabilities of customer relationship management, e.g. an enterprise resource planning (ERP) system is introduced to manage marketing and sales operations. (4) Biomedical products vitally relate to the health of consumers and people. Thus, this study emphasizes the importance of safely effective product development and the necessity of utilizing scientific medicine to verify efficacy.
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