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博碩士論文 etd-0807106-165948 詳細資訊
Title page for etd-0807106-165948
論文名稱
Title
生技服務業之行銷研究─以實驗室器材之本土供應商為例
Marketing Reserch of Biotechnology Service Industry-Taiwan Equipment Supplier for Reserch Laboratory
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
129
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2006-06-09
繳交日期
Date of Submission
2006-08-07
關鍵字
Keywords
行銷策略、生物技術服務業、關係行銷
Biotechnology service industry, Relationship marketing, Marketing strategy
統計
Statistics
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中文摘要
生技產業為典型的知識經濟,其價值貴在研發,而生物技術服務業可提供研發過程中必要的支援,為生技產業基磐建設中不可或缺的一環。面對外商及中型供應商的競爭壓力及產業的變動,許多供應商面臨經營的困境,其中固然有其各種不同的原因,但是多數小型供應商不善運用行銷策略提升本體的競爭力,卻為不爭的事實。生技服務業行銷時,應以本身的基本特性作為基礎,運用適當的行銷策略達成效能,進而開拓產業發展市場,創造最佳的整體利益。
根據文獻資料和個案公司行銷策略的探討,發現產業行銷成功關鍵因素主要包括:
一、產品品質
  二、服務品質
  三、行銷人員素質及行銷技巧
  四、關係行銷
實驗室器材供應商若能把握上述四大因素,並且考量企業本身經營理念及市場定位,將能掌握企業獨特的競爭優勢。 
  
關鍵字:生物技術服務業、行銷策略、關係行銷
Abstract
Biotechnology industry is a typical knowledge economy, whose value focuses on the development and research and it provides essential assistance for the process of development and research, which is a needful step for whole biotechnology industry.

Many suppliers encounter difficulties of running thanks to the competitive stress from foreign traders and medium suppliers, and also thanks to industrial fluctuant Though there are various factors inside, it is true that many small suppliers are inferior to operating marketing strategies to promote ontic competition.

When the biotechnology service does the sell, using the self’s basic characteristic for the basis and making use of the proper marketing strategy to reach the efficiency. Then, carving industry development market in one further step, it will create the vintage benefit of the whole.

According to the document and the discussion of the case company marketing strategy, the key factors of the successful business marketing are included:

1. Quality of the production
2. Quality of the service
3. The timber of salespersons and the saleskill of salespersons.
4. Relationship marketing

If the laboratory equipment distributorship controls the four factors mentioned above, and considers the operated spirit of the enterprise and market orientation, it will seize the unique compete ascendance of the industry.
  

key word: Biotechnology service industry, Marketing strategy,
Relationship marketing
目次 Table of Contents
中文文獻
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參考文獻 References
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