臺灣博碩士論文加值系統

行銷策略的選擇，直接的影響了企業和產業是否能夠正確而有效的為自己帶來無窮商機，企業必須視行銷的思維為相當重要的資產。免疫細胞儲存服務的對象相當的廣泛，相對於臍帶血以及骨髓幹細胞儲存的限制低的許多，並且自體自用，因為蔚為一值得期待的商機。然而免疫細胞儲存業務之財務狀況與是否能夠永續經營，很大程度上是依賴於它是否在消費者心目中為一成功的品牌並且滿足消費者與市場需求，而免疫細胞之價錢其及儲存時間的永續性，為其相當特別的商品特性。而這樣的高涉入商品該如何符合消費者心中的期待以及該如何行銷、策略為何？為本文欲探討之範疇。
本論文由高涉入理論開始切入，並探討細胞儲存之業務，並以信德生醫股份有限公司為個案作為探討案例，後提出以質性研究為基礎的訪談，檢視高涉入商品免疫細胞儲存服務之行銷可能性與行銷策略。本論文以問卷的方式，檢視分析潛在消費者、消費者以及業者對於免疫細胞儲存現況與行銷策略建議。
總之，台灣之免疫細胞儲存業務有相當大的發展潛力，但需要精準的定位出市場分隔、市場目標以及市場定位，以期獲得廣大消費者的瞭解與支持，進而達到增強免疫細胞儲存業務營運與永續的目的。

The choice of marketing strategies has an immediate impact on the business opportunities an enterprise or industry can create for itself in a correct and effective manner, which leads to a common agreement that a corporate must value the significance of marketing ideas. Considering the Immune cells banking business has recently received great customer attention. Despite the relatively low limits on its storage and its autologous production and utilization features, the business of immune cell banking still generate expected popularity. Implementing effective and correct marketing strategies will generate numerous business opportunities for firms in this industry. Therefore, identifying the opportunities for development and marketing strategies will be crucial for immune cells banking firms.
This research explored the case of Cinte Biomedical Corporation in Taiwan from a marketing perspective. In-depth interviews with potential and existing customers as well as experienced managers in this industry were conducteded to identify the feasibility of immune cells banking services and its viable marketing strategies. In conclusion, the immune cells banking business in Taiwan have to determine their market segmentation, target market and market positioning precisely as well as to win consumer recognition and support, which will result in a stable long-term success of the business. Implications, limitations and future research directions are then discussed.

口試委員會審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目　錄 v
圖目錄 vii
表目錄 viii
第一章　緒　論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 3
第三節、研究流程 4
第二章文獻探討 5
第一節、涉入理論 5
一、涉入理論 5
二、涉入理論之前因與影響 8
三、涉入理論之構面衡量 9
第二節、細胞儲存業務發展 13
一、高涉入生醫產品之行銷 13
二、幹細胞簡介 14
三、細胞儲存之歷史變革 16
四、周邊血細胞儲存 22
第三章研究方法 26
第一節、研究方法之選擇與介紹 26
一、個案研究法： 26
二、質性研究法 27
第二節、研究步驟 29
一、研究方法選擇 29
二、定性研究的過程 29
第四章個案研究 31
第一節、信德生醫股份有限公司之設立願景 31
第二節、信德生醫股份有限公司之產品與服務 32
一、IKC自體免疫細胞療法 32
二、PRGF委託製備 33
三、BioCells Bank細胞銀行 35
第三節、實際訪談 36
一、訪談方法 36
二、訪談主旨 36
三、訪談目的： 37
四、訪談對象資格： 37
五、訪談準備： 37
六、訪談要點： 37
七、免疫細胞儲存業務受訪者名單： 38
第四節、訪談結果分析 39
一、訪談內容記實 39
第五章結論與建議 67
第一節、研究結論 67
一、知曉免疫細胞儲存之主要管道 67
二、免疫細胞儲存之顧客價值 67
三、對於購買免疫細胞儲存服務之態度 67
四、購買免疫細胞儲存之動機 67
五、比較免疫細胞儲存品牌之重點 67
六、思考選擇免疫細胞儲存決策過程之阻礙與決策因素 68
七、免疫細胞儲存之潛在消費者以及行銷策略 68
八、建立免疫細胞儲存品牌之關鍵因素 68
九、使用者對於免疫細胞儲存品牌服務品質與滿意度之評量 69
十、續用幹細胞之原因 69
十一、是否會向他人推薦「免疫細胞儲存品牌」 69
十二、是否會想要參與「免疫細胞儲存」品牌之相關活動 70
第二節、管理意涵 71
第三節、研究限制 72
第四節、未來研究方向 72
一、對後續研究的建議 72
二、對免疫細胞儲存業者之建議 73
參考文獻 74

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