隨著再生醫學研究的蓬勃發展，幹細胞也成為未來醫療的焦點，長生不老、青春永駐，將不再是夢想；慢性疾病、罕見疾病等的治癒都可預期。其中臍帶血幹細胞的移植已可取代骨髓移植治療惡性血液疾病、免疫疾病，成功率與預後狀況都比骨髓移植更好。所以將臍帶血保存下來的觀念，已普遍成為產前衛教的一課，台灣約有一成以內的父母會自費將寶寶的臍帶血保存下來。 活動理論是俄國心理學家Vygotsky（1978）所提出的，強調主體必須透過工具才能達成客體目標，並架構人類基本活動的六個元素：主體、中介工具、客體、規則、社群與分工。單一活動中各元素為動態的互動關係，會隨著時間軸改變。 本研究深入訪談六位臍帶血保存戶後，透過活動理論元素強度分析比較臍帶血保存戶的生活脈絡，了解其關鍵點，同時也將業界行銷做法與活動理論進行比對分析，再參酌人性中「理性」與「非理性」的心理反應，做為未來行銷策略的參考。 結果顯示，客戶的生活脈絡中「主體-工具-客體」之三角關係最強，其中工具扮演不可或缺的角色；「主體-客群-客體」之三角關係次之，社群仍是活動中互動最密切的一群；規則與分工對生活脈絡的影響較小，反映出臍帶血保存是一個新產業，法規與分工都還沒有深入發揮影響力。在訪談業代與分析業者行銷策略後，瞭解未來在行銷保存臍帶血時，需兼具產品與服務的特性，並加強研發的能力，強化在再生醫療中的角色，才能讓此產業更蓬勃發展。 活動理論可將思維結構化並進行盤點，使離散的概念統整，對整個活動有一個清楚的全貌。應用在例行思考上，不論是事前評估規劃，或是事後執行檢討，均可迅速而清晰的將藍圖完整呈現。 / The use of stem cells becomes a key area of research and therapy followed by the fast development in regenerative medicine. Because the existence of stem cells, immortality or staying young forever will no longer be just a dream, and serious diseases and rare disorder are expected to be cured. Umbilical cord blood transplants have higher success and recovery rates than Bone Marrow transplants in treating blood disorders and diseases of the immune system. The concept of ‘cord blood storage’ has become an instruction prenatally. There are about 10% of parent will keep their baby’s cord blood in private cord blood banks at present in Taiwan. ‘Activity Theory’ was initiated by Lev Vygotsky（1978）in the 1920s. He created the idea of mediation. Following to the activity theory, Leont’ev (1981) structured the general context model into six elements: Subject、Tool、Object、Rules、Community and Labor Division. The interaction among elements for each activity is dynamic and can be changed over time. Six customers stored the cord bloods of their babies were interviewed in this study. The life contexts were studied and the strength of the six elements was compared among these customers based on the activity theory to analyze the reason of storing their baby’s cord blood, and to build the activity theory model. In addition, the marketing methods in the industry were compared and analyzed with the activity theory, and the psychological responses of reasoning and nonreasoning in human nature were further referred to build the future marketing strategy. The relation among Subject-Tool-Object was found to be the most important part in the model, where tool played the key role. The relation among Subject-Community-Object was the second important, where community interacted closely with activity. Rules and Labor Division were the less effective elements. This result indicates that private Cord Blood Bank is a new business, which is not affected by Rules and Labor Division yet. In the future, product and service characters should be combined, and the significance of R&D of stem cells in cord blood should be enhanced in Regenerative Medicine to promote the development of this business. Activity theory was proved beneficial in seeing a whole picture of activity by structuralizing the thinking and integrating the diverse ideas. A clear blue print in routine thinking can be seen either in the beforehand evaluation or the post-implementation review.