隨著美、日、歐等技術先進國家先後將生物技術列為策略性發展之技術項目，生物科技已是公認21世紀明星產業之一。根據Helmut Kaiser Consultancy市場調查報告，至2020年的全球生物晶片市場產值預估將達410億美元。面對全球化競爭，我國生技產業在專注於發展產品與技術之同時，亦須同步關注市場佈局規劃與通路掌握，始能在全球市場占有一席之地。本研究主要目的為探討生技產業與通路、協力廠商間偏好之協同行銷模式及其關連性，針對市場中企業在行銷通路結構和通路合作關係上，進行產業資料蒐集與分析，透過相關學者的理論探討，以期達成利用協同行銷模式的運作，協助全面整合產業鏈資源，並探討如何運用系統化思考觀點，針對生技產業快速疾病檢測市場選擇適當的方法來規劃企業間協同行銷模式之協同管理應用。
本研究架構包括通路結構與合作關係之因素、協同商務以及系統化思考的運用，針對生技產業設計進行調查研究，主要研究對象為台灣生技公司之高階經理、行銷與業務經理、醫療機構及學術單位相關經驗專家。實施方式包括專家訪談、問卷調查、內容分析而分為二個步驟，首先，質化測量法-包含文獻回顧與引導式訪談，採取文獻回顧、整合以及質化專家訪談，對象為產、學、研專家，其資料作為問卷調查之假設、問項之依據；其次，量化測量法-包含問卷擬定、問卷發放和資料的統計分析進行調查，對象為74位生技公司高階經理人，並得出量化結果。最後透過統計驗證與顧問訪談結果比較分析，提供生技公司與通路間合作的關係與選擇的方針以發展適當的協同行銷策略。

The indispensable role of biotechnology is increasing in nearly every industry. Due to the numerous applications in other industries, biotechnologies are one of the most important technologies in the 21st century. Various micro devices and systems for DNA/proteins/cells applications have been demonstrated. Helmut Kaiser Consultancy has published a study in which it forecast that the global biochip industry market can develop from the 2005 estimated market of about US$39 hundred million dollars up to a projected US$41 billion dollar global market value by 2020. Once companies have become highly innovative and technology intensive, focusing on R&D activities and new product development, they should focus on planning for marketing composition and channel management as well. Companies that consciously build strong distribution channels should achieve a distinct advantage in the fiercely competitive environment. The aims of this research are: Develop a conceptual framework that facilitates the exploration of the relationship between channel/distributor and collaborative agents, and understand their preferable collaborative model or convention customarily in the past. Moreover, use systems thinking to choose suitable methods for executing collaborative commerce, and provide Taiwanese enterprises with the direction and objectives to implement in fast disease diagnosis markets.
This research applies a framework with channel structure and cooperation factors, collaborative commerce, and systems thinking for the biotechnology industry. The samplings were the high and middle level managers including CEOs, marketing and sales department heads, and experienced experts in the biotechnology industry. Firstly, 4 specialists were selected for the pilot. Secondly, 1299 questionnaires were sent to the target population, of which 74 questionnaires were useful for data analysis. Finally, the discussion is presented from a comparison of the result of the empirical consultants opinions and the statistical analysis result. This research provides companies with the direction and relationships with channels to develop an appropriate collaborative marketing strategy.

中文摘要 i
ABSTRACT ii
誌謝 iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
1. Introduction 1
2. Literature Review 4
2.1 The characteristics of the biotechnology industry 4
2.2 Review of marketing channels with cooperation 6
2.3 Collaborative commerce 9
2.4 Systems thinking 11
3. Research Methodology 13
3.1 Research framework 13
3.2 Research design 14
3.3 Sampling 15
3.4 Statistical analysis method 17
4. Research Analysis and Results 18
4.1 Descriptive analysis of collaborative commerce 18
4.2 The differences between channel cooperation factors in different channel structures 19
4.3 The differences in collaborative commerce 22
4.3.1 The differences in collaborative commerce for the channel structure factors 22
4.3.2 The differences in collaborative commerce for the channel cooperation factors 23
4.3.3 The differences in collaborative commerce for the CEDD factors 24
4.4 The differences between each of the factors of CEDD 26
4.4.1 The differences in channel structure factors for CEDD factors 26
4.4.2 The differences in channel cooperation factors for CEDD factors 29
5. Discussion 40
5.1 Empirical Findings 40
5.2 Practical analysis in case perspective 46
5.2.1 Background of the project 46
5.2.2 Interview results 47
5.3 Summary 49
6. Conclusion 50
6.1 Suggestion 50
6.2 Managerial Implications 57
6.3 Limitations and future research 58
Reference 60
APPENDIX A 65

LIST OF TABLES
Table 1 Characteristics of sample structure 16
Table 2 The descriptive analysis of items for collaborative commerce 18
Table 3 The channel cooperation factors of each market positioning 19
Table 4 The channel cooperation factors for each of the channel dynamics 20
Table 5 The channel cooperation factors of each segment 21
Table 6 The comparison of collaborative commerce with each of the channel dynamics factors 22
Table 7 The comparison of collaborative commerce with each of the cooperative motivation factors 23
Table 8 The comparison of collaborative commerce with each of the member selection factors 24
Table 9 The comparison of collaborative commerce in the biotechnology industry with what should be the built-in measure of success 25
Table 10 The comparison of collaborative commerce with how to eliminate the threats and limitations in the biotechnology industry 25
Table 11 The customers of each segment 26
Table 12 The built-in measures of success of the each channel dynamics 27
Table 13 The built-in measures of success of each segment 27
Table 14 The planners of each segment 28
Table 15 The involved as experts versus each segment 29
Table 16 The customers for each channel member factor of channel design 29
Table 17 The achieving goals of each decision maker factor of channel design 30
Table 18 The achieving goals of each factor of member evaluation 30
Table 19 The built-in measures of success of each factor of cooperative motivation 32
Table 20 The built-in measures of success of the corporate factor of channel design 33
Table 21 The built-in measures of success of the channel member factor of channel design 33
Table 22 The built-in measures of success of each factor of member evaluation 34
Table 23 What the decision taker does not control and each factor of cooperative motivation 35
Table 24 The planners and each channel member factor of channel design 36
Table 25 The guarantees of success of the decision maker factor of channel design 37
Table 26 The moral basis of each factor of cooperative motivation 38
Table 27 The moral basis of each channel member factor of channel design 39
Table 28 The verification of the hypotheses 40

LIST OF FIGURES
Figure 1 Lab-on-a-chip 2
Figure 2 Research framework 14
Figure 3 The Industrial Chain Diagram of the Biochip System 47
Figure 4 Channel Management Schematic 54

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