臺灣博碩士論文加值系統

本研究主要的目的是要以臺灣本土知名的製藥企業-S公司作為研究對象，來探討及聚焦於有功效訴求及有法規認證的藥品級的益生菌市場之產品差異化及市場區隔化之拓展策略。基於決策問題複雜度及其影響層面深遠，本研究採用層級分析法(Analytic Hierarchy Process，AHP)，作為益生菌藥品市場拓展策略的決策模式與評估方法，以提高決策的評選品質與客觀性。
本研究的決策模式，是以S公司之益生菌藥品與市場的特性做分析，建立AHP層級架構圖，決定各層級的構面與評估準則。本研究問卷調查的對象為生技醫藥相關領域之專家，包括醫師、藥師、藥品行銷高階主管、學術研究者。本研究彙總專家的問卷調查結果，進行各層級構面、評估準則及拓展策略方案之加權與評點分析，作為S公司在制定益生菌藥品市場拓展策略的決策之選擇與建議。
從本研究的分析與結果中，可以了解市場拓展策略的四個主要構面:以產品構面被認為最重要，其次依序是行銷構面、顧客構面、通路構面。至於市場拓展策略的八項重要準則中，以產品功效的影響性被認為最重要，其次依序是品牌知名度的重要性、促銷導入的有效性、行銷團隊的影響力、消費者的接受度、通路商的合作關係、銷售管道的廣泛性，消費者的忠誠度被認為影響性最小。對於市場拓展策略的四個主要策略方案中，以一般藥局被認為是最優先執行的拓展方案，其次依序是大賣場藥局、診所、醫院。本研究並依照上述的分析與結論，研擬市場拓展策略方案之行動方案。本研究成果除了可以作為S公司在拓展益生菌藥品市場策略之參考，亦可作為發展及深耕此領域藥品市場之建議。

The main purpose of this study is to explore and focus on the development strategies of product differentiation and market segmentation of the effectiveness oriented and legally certified pharmaceutical grade probiotics market, with the famous Taiwanese pharmaceutical Company S as the study subject. In consideration of the degree of complication and influence concerning strategies, the study adopts the Analytic Hierarchy Process (AHP) as the decision making model and assessment method for development strategies of the probiotic drug market and the enhancement of the selection quality and objectivity of the decision making.
The study’s decision-making model is analyzed based on the probiotic drug of Company S and market characteristics. A construction of AHP level structure diagram is used to decide the dimensions and assessment criteria of different levels.The questionnaire subjects of this study are experts in the biotechnology and medicine related field, including doctors, pharmacists, senior manager of drug marketing management and academic researchers. The results from the experts are integrated and undergo different analysis of different level analysis, assessment criteria and weighting and rating of development strategy plans; which serves as the choice and suggestion for Company S’s establishment of probiotic drug market development strategies.
From the study’s analysis and results, we can understand the four main dimensions of market development strategies, based on the order of importance, are: product, marketing, customer and channel. In terms of the eight important criteria for market development, product efficacy is deemed as the most important, followed by brand awareness, effectiveness of promotions, influence of marketing team, consumer acceptance, channel collaboration relationships, extensiveness of distribution channels, with consumer loyalty as the least influential. Within the four main market development strategy proposals, the proposal for general pharmacies has the highest priority, followed by hypermarket pharmacies, clinics and hospitals. This study composes the market development strategy execution proposal based on the aforementioned analysis and conclusions.Aside from being a source of reference for Company S’s probiotic drug market development strategies, the study can also serve as a proposal for the development and in-depth management of the pharmaceutical market in this field.

參考文獻

一、中文文獻

1.王雷(2012).快速消費品產業行銷通路建設研究，現代商業。

2.王士超(2012).快速消費品市場存在的問題及對策探討，現代行銷。

3.朱妮娜、齊偉辰(2012).益生菌飲料的市場現狀與發展趨勢展望。

4.曲音波(2005).微生物技術開發原理，北京，化學工業出版社。

5.李保國(2011).日本S個案公司 的行銷模式及對台灣益生菌飲料發展的啟示，乳業科學與技術。

6.何英慧(2015).台灣特色藥廠成長策略之個案研究，國立交通大學管理學院碩士在職專班科技管理組。

7.杜鵬、霍貴成(2004).台灣益生菌製品發展現狀，食品科學。

8.周媛媛(2005).台灣中小益生菌企業發展的機遇、挑戰與對策，財會研究。

9.周慧慧(2010).刺參腸道益生菌的應用研究，上海海洋大學學報。

10.胡尚勤(1998).生物素對地衣芽孢桿菌生長和乳酸形成的影響，生物工程學報。

11.倪珊(2012).中國本土零售業發展策略分析，現代商業。

12.高利軍(2011).石河子市益生菌企業行銷策略研究，石河子大學。

13.曼氏(上海)香精香料有限公司(2010).活性益生菌飲料市場及趨勢分析。

14.陳玉琴(2015).台灣製藥產業營銷模式與新興商機探討，國立台灣師範大學高階經理人企業管理碩士在職專班。

15.陳延柞(2000).中國人用微生態製劑今後出路在何方，中國微生態學雜誌。

16.陳鋒(2015).企業行銷通路決策的探析，科技視界。

17.郭興華(2002).益生菌，北京科學技術出版社。

18.張達榮，2001，消化系統疾病與微生態，上海，上海出版社。

19.張蘭威、鄂志強、萬海峰等(2000).益生菌增菌培養基篩選及乾燥保護劑的篩選，中國益生菌工業。

20.張飛(2014).新品牌益生菌飲料走紅市場之道，農產品加工綜合刊。

21.菲力浦•科特勒、凱文•萊恩•凱勒/著，梅清豪/譯 (2006).上海人民出版社。

22.菲力浦.科特勒(Philip Kotler)，2002，行銷管理分析計畫執行和控制，中國人民大學出版社。

23.單尹姵(2012).台灣益生菌飲料產業化現狀及發展策略。

24.喬光華、郝娟(2004).台灣乳業的食品安全:背景、問題和對策，農業技術經濟。

25.翁錦燃(2017).台灣端點銷售系統(POS)廠商對Wintel及AnARM架構競爭策略之研究，國立台灣師範大學高階經理人企業管理碩士在職專班。

26.褚志鵬(2009).層級分析法(AHP)理論與實作。

27.劉燕、王靜慧(2002).微生態學理論和台灣微生態製劑研究現狀，中國獸藥雜誌，36(8)，頁35～38。

28.趙新海、張慶華、王豔華等(2003).長效益生素菌株的篩選及生產工藝的初步研究，微生物學雜誌。

29.潘子明(2012).國內益生菌最近的研究趨勢暨通過健康食品認證之益生菌產品現況，國立台灣大學生命科學院微生物與生化學研究所。

30.鄧振源、曾國雄(1989).層級分析法的內含特性的應用，中華民國統計學報。

31.薑錦彪(2013).台灣中小企業市場行銷戰略，合作經濟與科技。

32.陳麗婷、陳倩琪、簡相堂(2016).Microbiome新時代的個人營養保健商機及思維。

33.鄭佩真、陳麗婷、簡相堂(2015).2015年臺灣保健食品消費行為與生活型態調查研究。



二、英文文獻
1. Adam M R(2001). Safety of Industrial Lactic Acid Bacteria. J Biotechnol,2001,3: 53～55

2. Alan H Varnam(1994). Jane P Sutherland. Milk Product Chapman&Hall. Oxford:the Alden Press.

3. Alexander Osterwalder and Yves Pigneur(2010).Business Model Generation.

4. Arch.W.Shaw(1915). Some Problems on the Distribution of Marketing.

5. Beauchemin K.A., Yang WZ, Rode L.M(1999). Effects of Grain source and Enzyme Additive Site and Extent of Nutrient Digestion Dairy Cows . Dairy Sci.

6. Deighton, John and Kent Grayson(1995). Marketing and Seduction: Building Exchange Relationgships by Managing Social Consensus. Journal of Consumer Research.

7. Diken(1998).Global shift : transforming the world economy.

8. Golden BR(1998). Health Benefits of Probiotic. British Journal of Nutrition.

9. Grant(2003).Contemporary Strategy Analysis. Blackwell Publisher Inc.

10. Fahey(2005). The Strategies Planning Management Reader. Prentice Hall.

11. Liu Shanna, Han Ye, Zhou Zhijiang(2011). Lactic Acid Bacteria in Traditional Fermented Chinese Foods. Food Research International, 44(3):643-6511.

12. Sanders ME(1998).Overview of functional foods emphasis on probiotic bacteria.Int Dairy J.

13. Maria Saarela, Gunnar Mogensen, et al(2000). Probiotic bacteria: safety, functional and technological properties,Journal of Biotechnology.

14. Pelton, Lou E(2013). The Theory of Power and Conflict in Channels of Distribution. Journal of Marketing Channels.

15. Pereira ALF, Maciel TC, Rodrigues S(2011). Probiotic Beverage from Cashew Apple Juice Fermented with
Lactobacillus Casei. Food Research International.

16. Ramanathan, V(2007). Retailing Channel Enhancement Strategies Adopted by FMCG Companies in South Indian Rural Markets . ICFAI Journal of Management Research.

17. Ullah, G. M. Shafayet(2012). Factors Influencing the Bangladeshi Consumers Purchase Decision Regarding Fast Moving Consumer Goods: An Exploratory Study. Journal of Brand Management.

18. Vieceli, Julian(2010). Brand Salience for Fast-moving Consumer Goods: An Empirically Based Model. Journal of Marketing Management.

19. Yu J . Wang W H, Menghe B L G, etal(2011). Diversity of Lactic Acid Bacteria Associated with Traditional Fermented Dairy Products in Mongolia.Journal of Dairy Science.

20. Xia, Yusen(2013). Distribution Channel Strategies for a Manufacturer with Complementary Products . Decision Sciences.

21. Porter(1998).Competitive Strategy:Techniques for Analyzing Industries and Competitors 1st Edition

三、網路部份
1.4Ps營銷理論(The Marketing Theory of 4Ps).
http://wiki.mbalib.com/zh- tw/4Ps%E8%90%A5%E9%94%80%E7%90%86%E8%AE%BA

2. 4 Ps in Marketing.
http://marketingmix.co.uk/4ps-in-marketing/

3.關係行銷 (Relationship Marketing).
http://wiki.mbalib.com/zh-tw/%E5%85%B3%E7%B3%BB%E8%90%A5%E9%94%80

4.STP行銷理論.
http://wiki.mbalib.com/zh-tw/STP%E7%90%86%E8%AE%BA

5.市場行銷組合（Marketing Mix）.
http://wiki.mbalib.com/zh-tw/%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80%E7%BB%84%E5%90%88

6.波特鑽石理論模型（Michael Porter diamond Model）.
http://wiki.mbalib.com/zh-tw/%E6%B3%A2%E7%89%B9%E9%92%BB%E7%9F%B3%E7%90%86%E8%AE%BA%E6%A8%A1%E5%9E%8B

7.鄭佩真(2015).Transparency Market Research,
http://203.72.130.7/FIKB_Report_News_Detail.aspx?BulletinID=30000986

8.鄭佩真(2017).Grand View Research,
http://203.72.130.7/FIKB_Report_News_Detail.aspx?BulletinID=30004386

9.保健食品產業服務網.
http://www.functionalfood.org.tw/