糖尿病中草藥保健食品之策略分析-以明泰公司為例

Abstract

本研究以創新知識密集服務業平台為研究架構，探討明泰生技公司中草藥保健產品之競爭策略，尤以糖尿病上服務策略為主。 IIS模式整合創新服務層次與客製化程度，以此評量公司目前與未來策略意圖定位，及配合服務價值活動與外部資源，研究方法則採用文獻回顧、專家訪談及問卷調查進行分析。 研究結果顯示，目前明泰生技定位在專屬服務，企業發展以產品創新策略為主，依其目前所掌握的內部核心能力及外部資源情形，未來策略定位則朝專屬服務及市場創新方向發展。根據文獻重要通用模式構面及顯著差異因子細項，未來公司在內部核心能力應加強為品牌與行銷能力、建立市場的回饋機制，外部核心能力為目標市場競爭結構、多元與潛在顧客群

This study focuses on the firm-level strategic analysis of Knowledge Intensive Business Service (KIBS). A case study of Mintay herbal dietary supplement for Diabetes Mellitus was conducted. This thesis uses the Innovation Intensive Service (IIS) model as a framework. A 4x5 matrix for Mintay Biotechnology Corp. was developed to analyze strategic requirement of the IIS. General survey is used to obtain needed data for analysis. It was showed that Mintay Biotechnology Corp. presently positions in the Unique Service package/ Product Innovation. The future prospect is likely to move toward Unique Service package/ market innovation. Key successful factors Evaluation lead to a conclusion for the presently positioning: Mintay Biotechnology Corp. may strengthen the complentary assets“Production”, and raise the core competence ability of” Validation of testing.; For the future positioning: we suggest that Mintay Biotechnology Corp should strengthen”brand and marketing”,”market feedback system estabilished”,”target market compettion structure”and potenitial customers”.