生命科學產業常被視作將來的明星產業，亦被選為台灣產業轉型政策中之策略性產業。新創生技公司如何取得成功，是台灣接下來需特別關注的重要議題。
本研究以2015年時新創生技公司中最具代表性的案例－Theranos公司為分析標的。先藉「策略行銷分析4C架構」和「策略形態分析法」分析該公司在危機事件爆發前的策略形貌以及成功關鍵因素。再就危機事件對該公司帶來的影響、其處理方式是否合宜，以及該公司未來可能採取的發展策略進行探討。期望相關研究結果可供台灣的生技公司作為參考借鏡，從中學習應如何訂定公司的發展策略、該投注資源的重點項目為何，並了解在處理危機時應注意那些事項。
結果發現，危機事件爆發前該公司的血液檢驗服務因擁有較低的外顯單位效益成本，而使其整體交易成本應優於同業。整體而言，該公司採取了高度垂直整合的策略，且十分仰賴背書代言效果以及合作關係所帶來的獨特通路。該公司於此時期的關鍵成功因素包括：產業趨勢與市場需求、研發能力、檢驗能力、行銷能力、團隊成員與合作夥伴和資金。危機事件爆發後其檢驗能力、行銷、檢驗通路均受明顯影響，該公司危機處理行動之成效目前尚無法定論，但其聲譽已因溝通行動的缺失而嚴重受損。目前外界仍無法得知部分可能影響該公司未來發展的關鍵因素之相關訊息，依該公司的實際狀況，倒閉清算、限縮業務範圍或持續擴張都是其未來可能的發展。
此案例分析結果可提供台灣新創生技廠商參考學習，除可藉此案例了解技術基礎與行銷活動的重要性外，亦可從中學習到：把握市場機會、運用優勢爭取合作機會、注重行銷的整合性、善用背書效果與媒體、注意法律規範風險、確保關鍵技術的可信度、注意危機溝通，及注意團隊成員選擇...等事項之重要性。 / Life sciences industry has been seen as the star industry in the future and has been selected as the centerpiece of Taiwan's industrial transformation policy. How can a biotechnology startup company develop successful is going to be an important issue we must concern about.
In this study, the most representative and controversial case in biotechnology startup companies in 2015 - Theranos, Inc. has been chosen as the research subject. "4C Framework of Strategic Marketing Analysis" and "Strategic Pattern Analysis" are used to analyze the company's strategic pattern and key success factors during the period before the critical incidents happened. The critical incidents' effects upon the company, the appropriateness of its crisis management actions, and its future development strategies are also discussed in this study. The purpose of this study is to provide information for Taiwan's biotechnology companies as a reference for strategy development, resource allocation and crisis management.
We found that before the critical incidents happened, the company's blood examination service had lower overall transaction cost due to its lower cost of utility. The company was highly vertically integrated, relied on endorsement effects, and owned unique partnership which contributed to its special distribution channels. In this period of time, its key success factors included: industry trend and market demand, research ability, examination ability, marketing ability, team member and business partner, and finance. After the critical incidents happened, the company's examination ability, marketing activities, and distribution channels have been adversely affected. And although we cannot make a final conclusion about the effects of its crisis management actions now, its deficiencies in communication has already resulted in huge damage to its reputation. Until today, some information about key factors which might affect the company's future development still remains unknown to the public. Depends on the actual status of the company, its possible development strategies include: go bankrupt, narrow down the scope of business, or keep expanding.
This case study shows the importance of both technology and marketing in biotechnology companies. And the study results provide some practical suggestions to Taiwan's biotechnology companies, which include: seize the market opportunities, use company's specialty to build up partnership, the importance of integrated marketing, usage of endorsement effect and media, beware of the legal risk, make sure of the reliability of company's key technology, the importance of crisis communication, and the importance of choose the team members.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0103363106 |
| Creators | 曾哲揚, Tseng, Tse Yang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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