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研究生:余順旗
研究生(外文):Shun-Chi YU
論文名稱:市場帶動模式的產學合作-以動物疫苗的科技行銷為例
論文名稱(外文):The Market Pull Model Of Academia–Industry Cooperation – A Case Marketing Animal Vaccine Products
指導教授:佘日新佘日新引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:80
中文關鍵詞:產學合作生物科技行銷科技代工國際行銷
外文關鍵詞:Industry cooperationBiotech marketingBiotech OEMMarketing globally
相關次數:
  • 被引用被引用:3
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
臺灣過去二十年迅速的產業升級,已進入Potter(1990)所提出的「創新導向」的經濟發展模式。科技在過去二十年間對臺灣的經濟發展發揮了帶動作用,但自主研發對經濟發展的貢獻仍不明顯,臺灣的產業技術仍大量倚賴引進美、日、歐的核心技術,再予以加值利用。民國九十四年一月的全國科技會議正式將產學合作列為科技政策的重點,希望藉由釋放大學及研究機構的研發能量,協助產業界突破科技研發投資不足的窘境。
本研究是以生物科技行銷增進國內大學的研發能量並改善及提昇國內動物用疫苗生產廠的品質並拓展國際市場,以落實經濟部所提出的臺灣成為科技代工政策為主題。並分析內部行銷及國內大學的動物生物科技產品的研發過程所面臨的問題,同時對國內動物疫苗生產廠的生產產品狀況進行探究及分析以提升其產品的生產品質進而行銷國際市場。同時也以市場導向讓大學所研發的產品符合市場的需求,進而進行產學合作以生產符合國際規範的產品行銷國際,以期達成生物科技行銷的目的。為因應農業快速國際化、資本及技術密集化之挑戰,未來關鍵性生物技術需以解決當前產業面臨之問題為第一要務
With rapid upgrade to the industries over the past 20 years, Taiwan has moved to Innovation Oriented (by Porter 1990) state. Technology leads the economic development during this 20-year period in Taiwan; however, the contribution through the independent self-research & development is not sustainable. We still rely on the import of core technology from USA, Japan, Europe for our utilization and add additional value. During the National Technology Conference conducted in January 2005, Cooperation between Industries and Academia has been put to be the high priority of our technology policy. It is anticipated to assist the industries to overcome their embarrassed position of insufficient investment to Technology Research & Development through the release of the R&D capacity of universities,
The subject of this study is to further the research & development capacity of universities through the marketing of biotechnology, hence to improve and upgrade the quality of the veterinary biological product manufacturers in our country. Consequently to expend the opportunity of our product from our local market to international market to fulfill the policy from Ministry of Economic Affairs- “Taiwan being the OEM of Science and Technology”. This study also analyze the internal marketing and the obstacles the universities are facing during their researching and developing process to the veterinary biological products. At the same time, it analyze and investigate the status of the manufacturers which producing veterinary biological products in order to upgrade their product manufacturing quality and to achieve the quality level to market the products internationally. On the other hand, product from University R&D will meet the market demand based on the theory of market oriented. This will lead the success of cooperation between manufacturing and academia to reach the goal of international marketing through producing high quality products which will be adapted to international standard and subsequently enable to market the biotechnology as the final purpose. To cope with the speedy internationalization of agriculture and challenge of centralization of capital and technology, to solve the obstacles that this industry are facing is crucial for the biotechnology in the near future
目 次
中文摘要 I
英文摘要 II
目次 III
表目次 V
圖目次 VI
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 產學合作文獻探討 5
第二節 生物技術的定義 17
第三節 生物技術產業的特性及綜效關鍵因素 19
第四節 科技行銷文獻探討 22
第五節 行銷科技(產品)與行銷傳統商品的差異 23
第六節 技術帶動與市場帶動的技術研發與行銷 24
第三章 研究方法 29
第一節 研究架構 29
第二節 研究流程 30
第四章 動物疫苗科技行銷的歷程 31
第一節 國內新產品的研發現況與趨勢 31
第二節 拜耳公司內部行銷探討 36
第三節 產學合作案應注重的事項 41
第四節 科技行銷可能面臨的困難 46
第五章 結論與建議 49
第一節 研究結論 49
第二節 建議 50
參考文獻 52
附錄一 61
附錄二 68
表目次
表一 目前國內廠商產學合作案的比較 35
表二 我國動物用疫苗廠商74
表三 國內動物疫苗產業發展之SWOT分析75
表四 全球動物疫苗市場依照動物區分 79
表五 全球動物保健生技產品之市場 80
圖目次
圖一 The Pull Model 25
圖二 The Push Model 27
圖三 研究架構 29
圖四 研究流程 30
圖五 合作案進行步驟 45
圖六 寵物市場之藥品結構 76
圖七 農場動物藥品的市場結構 77
圖八 動物用疫苗之全球主要市場 78
圖九 世界動物疫苗的產值及預估產值 79
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