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題名 新創生技公司個案分析 - 以Theranos公司為例
A Case Study of Biotechnology Startup Companies - In Example of Theranos, Inc.
作者 曾哲揚
Tseng, Tse Yang
貢獻者 陳桂恒<br>彭朱如
曾哲揚
Tseng, Tse Yang
關鍵詞 生技產業
個案研究
關鍵成功因素
Bioindustry
Case Study
Key Success Factors
日期 2016
上傳時間 22-Aug-2016 13:42:51 (UTC+8)
摘要 生命科學產業常被視作將來的明星產業，亦被選為台灣產業轉型政策中之策略性產業。新創生技公司如何取得成功，是台灣接下來需特別關注的重要議題。
本研究以2015年時新創生技公司中最具代表性的案例－Theranos公司為分析標的。先藉「策略行銷分析4C架構」和「策略形態分析法」分析該公司在危機事件爆發前的策略形貌以及成功關鍵因素。再就危機事件對該公司帶來的影響、其處理方式是否合宜，以及該公司未來可能採取的發展策略進行探討。期望相關研究結果可供台灣的生技公司作為參考借鏡，從中學習應如何訂定公司的發展策略、該投注資源的重點項目為何，並了解在處理危機時應注意那些事項。
結果發現，危機事件爆發前該公司的血液檢驗服務因擁有較低的外顯單位效益成本，而使其整體交易成本應優於同業。整體而言，該公司採取了高度垂直整合的策略，且十分仰賴背書代言效果以及合作關係所帶來的獨特通路。該公司於此時期的關鍵成功因素包括：產業趨勢與市場需求、研發能力、檢驗能力、行銷能力、團隊成員與合作夥伴和資金。危機事件爆發後其檢驗能力、行銷、檢驗通路均受明顯影響，該公司危機處理行動之成效目前尚無法定論，但其聲譽已因溝通行動的缺失而嚴重受損。目前外界仍無法得知部分可能影響該公司未來發展的關鍵因素之相關訊息，依該公司的實際狀況，倒閉清算、限縮業務範圍或持續擴張都是其未來可能的發展。
此案例分析結果可提供台灣新創生技廠商參考學習，除可藉此案例了解技術基礎與行銷活動的重要性外，亦可從中學習到：把握市場機會、運用優勢爭取合作機會、注重行銷的整合性、善用背書效果與媒體、注意法律規範風險、確保關鍵技術的可信度、注意危機溝通，及注意團隊成員選擇...等事項之重要性。
Life sciences industry has been seen as the star industry in the future and has been selected as the centerpiece of Taiwan`s industrial transformation policy. How can a biotechnology startup company develop successful is going to be an important issue we must concern about.
In this study, the most representative and controversial case in biotechnology startup companies in 2015 - Theranos, Inc. has been chosen as the research subject. "4C Framework of Strategic Marketing Analysis" and "Strategic Pattern Analysis" are used to analyze the company`s strategic pattern and key success factors during the period before the critical incidents happened. The critical incidents` effects upon the company, the appropriateness of its crisis management actions, and its future development strategies are also discussed in this study. The purpose of this study is to provide information for Taiwan`s biotechnology companies as a reference for strategy development, resource allocation and crisis management.
We found that before the critical incidents happened, the company`s blood examination service had lower overall transaction cost due to its lower cost of utility. The company was highly vertically integrated, relied on endorsement effects, and owned unique partnership which contributed to its special distribution channels. In this period of time, its key success factors included: industry trend and market demand, research ability, examination ability, marketing ability, team member and business partner, and finance. After the critical incidents happened, the company`s examination ability, marketing activities, and distribution channels have been adversely affected. And although we cannot make a final conclusion about the effects of its crisis management actions now, its deficiencies in communication has already resulted in huge damage to its reputation. Until today, some information about key factors which might affect the company`s future development still remains unknown to the public. Depends on the actual status of the company, its possible development strategies include: go bankrupt, narrow down the scope of business, or keep expanding.
This case study shows the importance of both technology and marketing in biotechnology companies. And the study results provide some practical suggestions to Taiwan`s biotechnology companies, which include: seize the market opportunities, use company`s specialty to build up partnership, the importance of integrated marketing, usage of endorsement effect and media, beware of the legal risk, make sure of the reliability of company`s key technology, the importance of crisis communication, and the importance of choose the team members.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363106
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363106
資料類型 thesis
dc.contributor.advisor 陳桂恒<br>彭朱如zh_TW
dc.contributor.author (Authors) 曾哲揚zh_TW
dc.contributor.author (Authors) Tseng, Tse Yangen_US
dc.creator (作者) 曾哲揚zh_TW
dc.creator (作者) Tseng, Tse Yangen_US
dc.date (日期) 2016en_US
dc.date.accessioned 22-Aug-2016 13:42:51 (UTC+8)-
dc.date.available 22-Aug-2016 13:42:51 (UTC+8)-
dc.date.issued (上傳時間) 22-Aug-2016 13:42:51 (UTC+8)-
dc.identifier (Other Identifiers) G0103363106en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100586-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 103363106zh_TW
dc.description.abstract (摘要) 生命科學產業常被視作將來的明星產業，亦被選為台灣產業轉型政策中之策略性產業。新創生技公司如何取得成功，是台灣接下來需特別關注的重要議題。
本研究以2015年時新創生技公司中最具代表性的案例－Theranos公司為分析標的。先藉「策略行銷分析4C架構」和「策略形態分析法」分析該公司在危機事件爆發前的策略形貌以及成功關鍵因素。再就危機事件對該公司帶來的影響、其處理方式是否合宜，以及該公司未來可能採取的發展策略進行探討。期望相關研究結果可供台灣的生技公司作為參考借鏡，從中學習應如何訂定公司的發展策略、該投注資源的重點項目為何，並了解在處理危機時應注意那些事項。
結果發現，危機事件爆發前該公司的血液檢驗服務因擁有較低的外顯單位效益成本，而使其整體交易成本應優於同業。整體而言，該公司採取了高度垂直整合的策略，且十分仰賴背書代言效果以及合作關係所帶來的獨特通路。該公司於此時期的關鍵成功因素包括：產業趨勢與市場需求、研發能力、檢驗能力、行銷能力、團隊成員與合作夥伴和資金。危機事件爆發後其檢驗能力、行銷、檢驗通路均受明顯影響，該公司危機處理行動之成效目前尚無法定論，但其聲譽已因溝通行動的缺失而嚴重受損。目前外界仍無法得知部分可能影響該公司未來發展的關鍵因素之相關訊息，依該公司的實際狀況，倒閉清算、限縮業務範圍或持續擴張都是其未來可能的發展。
此案例分析結果可提供台灣新創生技廠商參考學習，除可藉此案例了解技術基礎與行銷活動的重要性外，亦可從中學習到：把握市場機會、運用優勢爭取合作機會、注重行銷的整合性、善用背書效果與媒體、注意法律規範風險、確保關鍵技術的可信度、注意危機溝通，及注意團隊成員選擇...等事項之重要性。		zh_TW
dc.description.abstract (摘要) Life sciences industry has been seen as the star industry in the future and has been selected as the centerpiece of Taiwan`s industrial transformation policy. How can a biotechnology startup company develop successful is going to be an important issue we must concern about.
In this study, the most representative and controversial case in biotechnology startup companies in 2015 - Theranos, Inc. has been chosen as the research subject. "4C Framework of Strategic Marketing Analysis" and "Strategic Pattern Analysis" are used to analyze the company`s strategic pattern and key success factors during the period before the critical incidents happened. The critical incidents` effects upon the company, the appropriateness of its crisis management actions, and its future development strategies are also discussed in this study. The purpose of this study is to provide information for Taiwan`s biotechnology companies as a reference for strategy development, resource allocation and crisis management.
We found that before the critical incidents happened, the company`s blood examination service had lower overall transaction cost due to its lower cost of utility. The company was highly vertically integrated, relied on endorsement effects, and owned unique partnership which contributed to its special distribution channels. In this period of time, its key success factors included: industry trend and market demand, research ability, examination ability, marketing ability, team member and business partner, and finance. After the critical incidents happened, the company`s examination ability, marketing activities, and distribution channels have been adversely affected. And although we cannot make a final conclusion about the effects of its crisis management actions now, its deficiencies in communication has already resulted in huge damage to its reputation. Until today, some information about key factors which might affect the company`s future development still remains unknown to the public. Depends on the actual status of the company, its possible development strategies include: go bankrupt, narrow down the scope of business, or keep expanding.
This case study shows the importance of both technology and marketing in biotechnology companies. And the study results provide some practical suggestions to Taiwan`s biotechnology companies, which include: seize the market opportunities, use company`s specialty to build up partnership, the importance of integrated marketing, usage of endorsement effect and media, beware of the legal risk, make sure of the reliability of company`s key technology, the importance of crisis communication, and the importance of choose the team members.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究方法與限制 3
第三節 研究流程與章節架構 4
第二章 文獻探討 6
第一節 策略行銷架構 6
第二節 策略形態分析法 12
第三節 關鍵成功因素 20
第四節 危機處理 27
第三章 個案公司與產業 33
第一節 個案公司所屬產業介紹 33
第二節 個案公司介紹 44
第四章 個案分析與討論 67
第一節 危機事件發生前之策略與關鍵成功因素 67
第二節 危機事件與處理 93
第三節 可能的未來發展策略 102
第五章 結論與建議 107
第一節 結論 107
第二節 給台灣生技廠商的建議 108
第三節 研究限制 110
參考文獻 112
附錄 125		zh_TW
dc.format.extent 8380777 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363106en_US
dc.subject (關鍵詞) 生技產業zh_TW
dc.subject (關鍵詞) 個案研究zh_TW
dc.subject (關鍵詞) 關鍵成功因素zh_TW
dc.subject (關鍵詞) Bioindustryen_US
dc.subject (關鍵詞) Case Studyen_US
dc.subject (關鍵詞) Key Success Factorsen_US
dc.title (題名) 新創生技公司個案分析 - 以Theranos公司為例zh_TW
dc.title (題名) A Case Study of Biotechnology Startup Companies - In Example of Theranos, Inc.en_US
dc.type (資料類型) thesisen_US
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