自動化核酸萃取儀差異化策略研究

Abstract

藉由探討T公司自行研發製造，並以自有品牌銷售L-自動化核酸萃取儀之15年之經驗，以採用獨家專利技術的單膜管真空方法，有別於主流市場的磁珠萃取方法，取得顯著地產品差異性的競爭優勢策略。此外，T公司有效將市場作區隔以提升效率，不僅能安全渡過技術採用生命週期(Technology Adoption Lifecycle）之鴻溝階段（the chasm），在2014年其產品在台灣的市場佔有率超過40%，更拓展國際市場的銷售量超過台灣的兩倍，並以連續3年成長率達到35%超越全球核酸萃取市場的10%之成長率。 本研究透過相關文獻的蒐集與歸納整理，首先針對核酸萃取產業進行產業概況、價值鏈分析並參考Porter(1980)五力、SWOT等分析與相關學者之理論進行產業分析。再者，本研究深入探討個案T公司之緣起、組織架構、經營理念與願景。最後，分析並探討個案公司自創品牌之行銷策略。本研究結論如下: 一、注重研發創新，產品採差異化策略 二、重視市場區隔，鎖定高通量與高品質需求之客戶 三、產品注重使用者經驗與客製化 關鍵字：核酸、單膜管萃取法、磁珠萃取法

A goal of this study is to present and suggest a successful business development strategy for the biotechnology industry in Taiwan by investigating and analyzing a case of T company, who independently devoted its resource and effort to the research, development, manufacture, and marketing of the proprietary L-brand fully automated nucleic acid extraction systems in fifteen years. L-brand fully automated nucleic acid extractor is a distinct and innovative nucleic acid purification instrument exploiting the exclusively patented individual membrane column and vacuum technique, which is distinguishing from the common magnetic bead-based systems on the main market. Moreover, the effective differentiation strategy adopted by T company not only supported the company passing the chasm of technology adoption lifecycle, but also enabled the company to achieve a market share of 40% in Taiwanese market, increased the international sales to double of the 2014 total sales volume in Taiwan, and attained over 35% sales growth in three consecutive years compared to the 10% growth of global nucleic acid extraction market. This study analyzes the industry via literature research and comprehension, specifically through the analysis of the nucleic acid extraction general market condition and value chain with the considerations of Porter Five Force Analysis, SWOT analysis, and other applicable theories established by prestigious professionals. Furthermore, this study investigates the development of the T-company and its corporate structure, management philosophy, and prospects. Finally, the marketing strategy of the proprietary product adopted by T-company is thoroughly analyzed and investigated. Conclusion: 1. Focus on product research and innovation with differentiation strategy. 2. Emphasize on market segmentation. Target for customers with high throughput and high product quality demands. 3. Attend to user experience, feedback, and customization needs. Key words: nucleic acid, individual membrane column extraction technique, magnetic bead-based extraction technique