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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 22-八月-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. 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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 (作者) 曾哲揚 zh_TW dc.contributor.author (作者) Tseng, Tse Yang en_US dc.creator (作者) 曾哲揚 zh_TW dc.creator (作者) Tseng, Tse Yang en_US dc.date (日期) 2016 en_US dc.date.accessioned 22-八月-2016 13:42:51 (UTC+8) - dc.date.available 22-八月-2016 13:42:51 (UTC+8) - dc.date.issued (上傳時間) 22-八月-2016 13:42:51 (UTC+8) - dc.identifier (其他 識別碼) G0103363106 en_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) 103363106 zh_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/#G0103363106 en_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) Bioindustry en_US dc.subject (關鍵詞) Case Study en_US dc.subject (關鍵詞) Key Success Factors en_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) thesis en_US dc.relation.reference (參考文獻) 中文參考文獻2016蔡英文、陳建仁競選辦公室（2015年10月27日）。蔡英文亞太生技醫藥研發產業中心政策發表記者會致詞全文。2016年5月30日，取自http:// iing.tw/posts/224大前研一（1982/1993）。The Mind of Strategist。黃宏義（譯）。策略家的智慧。台北：長河出版社。司徒達賢（2016）。策略管理新論：觀念架構與分析方法（三版）。台北：智勝文化事業。朱延智（2002）。企業危機管理。台北：五南圖書。自由時報綜合報導（2014年3月3日）胖達人走入歷史，8家關門8家換老闆。自由時報。2016年6月4日，取自http://news.ltn.com.tw/news/society/ breakingnews/960498何雍慶（1990）。實用行銷管理。台北：華泰書局。吳宜蓁（2005）。危機傳播-公共關係與語藝觀點的理論與實證。台北：五南圖書。李孟訓、劉冠男、丁神梅與林俞君（2007）。我國生物科技產業關鍵成功因素之研究。東吳經濟商學學報，56。 林佩萱（2015年10月29日）。專題講座七：從產業轉型看臺灣策略性產業發展。六大產業轉型方向改善台灣四困境。2016年5月30日，取自http://www. gvm.com.tw/webonly_content_6769.html林坤輝（2013）。新創骨科醫療器材公司的競爭策略分析與建議。國立台灣大學管理學院碩士在職專班商學組碩士論文。林怡廷（2016年3月1日）。浩鼎事件後台灣該領悟三件事。天下雜誌。2016年6月5日，取自：http://www.cw.com.tw/article/article.action?id=5074820邱志聖（2014）。策略行銷分析：架構與實務應用（四版）。台北：智勝文化事業。侯良儒（2016年2月22日）。浩鼎新藥解盲未過市場譁然。蘋果日報。2016年6月5日，取自：http://www.appledaily.com.tw/appledaily/article/finance/ 20160222/37074398/施春美（2013年8月27日）不限購買日，胖達人今起退費。蘋果日報。2016年6月4日，取自http://www.appledaily.com.tw/appledaily/article/headline/ 20130827/35249863/陳文欽、溫源鳳、蘇育敏（2004）。從資源基礎理論探討醫療產業經營關鍵成功因素--策略矩陣分析法之應用。遠東學報，21（3），501-510。黃丙喜、馮志能、劉遠忠（2009）。動態危機管理。台北：商周出版。經濟部工業局（2015）。2015生技產業白皮書。臺北：中華民國經濟部工業局。劉祥熹、李顯章（2002）。臺灣地區醫療儀器業發展競爭優勢之分析--對關鍵成功因素之檢視與確認。經濟情勢暨評論，7（4），222-253。鄧麗萍（2012）。整形大亨入主胖達人變生技金雞。商業週刊，1302，66-70。隴澤正雄（1996/1999）。企業危機管理。徐漢章（譯）。企業危機管理：組織邁向安全經營的法則。台北：高寶書版集團。英文參考文獻Aaker, D. 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