题名

Niche Analysis and Market Segmentation for Bio-Tech Industry-Taking Microfluidic Biochip Systems as an Example

并列篇名

利基分析與市場區隔研究－以微流體生物晶片系統為例

DOI

10.6378/JTM.201103.0045

作者

林懿貞(Yi-Chen Lin)；張純明(Chwen-Ming Chang)；周志遂(Chih-Sui Chou)；吳俊德(Chun-Te Wu)

关键词

微流體生物晶片系統 ； 利基 ； 市場區隔 ； 分析層級程序法 ； 聯合分析法 ； Microfluidic Biochip System ； Niche ； Market Segmentation ； AHP ； Conjoint Analysis

期刊名称

科技管理學刊

卷期/出版年月

16卷1期（2011 / 03 / 01）

页次

45 - 74

内容语文

英文
中文摘要

傳統上關於因病毒或細菌引起之感染的診斷，主要有賴於人工方式進行培養及鑑定，但所需時間冗長，耗事費時。隨著微機電技術的發展，微流體生物晶片能克服傳統時效上的問題，可以被用來改善診斷的效率性。然而，微流體技術的市場應用並不如早些年預期其有暴發性的成長。歸究於主要原因在於多項法規需求、長期研發的大量投資以及對微流體技術應用的低度使用率。因此，對於以微流體技術應用的新興生物科技公司而言，如何尋找利基就變成一項十分重要的課題。本研究的目的在於以潛在使用者的偏好及認知來探討微流體生物晶片發展的利基因素，並在研究中結合兩種方法及多項步驟來進行。首先，藉由相關文獻資料整理建立評估準則，其次透過德菲法、焦點群體及數次個人深度訪談來進行評估項目的確認。接下來利用分析層級程序法決定利基因素的權重及優先次序，同時在多屬性決策模式下運用聯合分析法探討不同群體間的偏好組合。總計發放350份問卷，最後採計136份，回收率達38.86%。根據受訪者的回應，歸納出主要的利基因素包括成本考量、產品品質、醫療保險給付、政府政策、產品特殊性、市場通路以及檢測準確度。在偏好屬性上，大部分的受訪者偏好以贈送方式使用一個操作簡便且多功能的微流體生物晶片系統，即使耗材必須達一定的使用量。此外，本研究進一步歸納各個集群中的利基發展應用。
英文摘要

Conventional diagnostics on infections resulting from viruses or bacteria are mainly dependent on examination reports from cell cultivation by artificial operation. This task is time-consuming and reagent-expending. Along with the development of micro-electromechanical systems (MEMS) technology, microfluidic biochips can be used to improve the diagnostic efficiency. However, the market share of microfluidic applications has not skyrocketed as had been anticipated in the early years. The chief reasons are lots of regulatory requirements, large investment in long-term R&D as well as lower usage. Therefore, it has become a very important issue to find a niche for the microfluidics-based biotech startups. The purpose of this study is to explore the niche factors for the development of microfluidic biochip systems and focuses on potential users' preference and perception. This research refines the evaluative items and weights of niche factors by using Delphi, the AHP and conjoint analysis approaches. A total of 350 questionnaires were mailed and finally 136 were acceptable with a 38.86% return rate. According to the responses from participants, the significant niche factors include cost, quality, insurance payment, and government policy, distinctness of the product, market channel, and accuracy. In the preference attributes and levels, most respondents prefer an ease of use, multifunctional microfluidic biochip system for free, even with additional requirement of fixed order quantity of consumables. In addition, we further summarize the niche applications in each cluster.
主题分类 社會科學 > 管理學
参考文献
  1. BCC Research (2003), Retrieved September 14, 2005, From: http://cdnet.stpi.org.tw/techroom/market/nano/nano004.htm
  2. Badri, M. A.(1999).Combining the Analytic Hierarchy Process and Goal Programming for Global Facility Location-Allocation Problem.International Journal of Production Economics,62(3),237-248.
  3. Bantel, K. A.(1997).,Washington, DC:RISE business.
  4. Brucks, M.(1985).The Effects of Product Class Knowledge on Information Search behavior.Journal of Consumer Research,12(1),1-16.
  5. Canada, J. R.,Sullivan, W. G.,White, J. A.(1996).Capital Investment Analysis for Engineering and Management.New Jersey:Prentice Hall.
  6. Chován, T.,Guttman, A.(2002).Microfabricated Devices in Biotechnology and Biochemical Processing.Trends Biotech,20(3),116-122.
  7. Constans, A.(2005).Improving lab-on-a-chip.The Scientist,19(2),32.
  8. Cooper, R. G.(1984).How New Product Strategies Impact on Performance.Journal of Product Innovation Management,1(1),5-18.
  9. Cooper, R. G.,Kleinschmidt, E. J.(1987).New Products: What Separates Winners from Losers?.Journal of Product Innovation Management,4(3),169-184.
  10. Coughlan, A. T.,Anderson, E. S.,Louis, W.,EI-Ansary, A. I.(2000).Marketing Channel.New Jersey:Prentice Hall.
  11. Dalgic, T.(1998).Niche marketing Principles: Guerrillas Versus Gorillas.Journal of Segmentation in Marketing,2(1),5-18.
  12. Dalgic, T.,Leeuw, M.(1994).Niche marketing Revisited: Concepts, Applications, and Some European Cases.European Journal of Marketing,28(4),39-55.
  13. DelVecchio, D.(2005).Deal-Prone Consumers' Response to Promotion: The Effects of Relative and Absolute Promotion Value.Psychology & Marketing,22(5),373-391.
  14. Dickson, G. W.(1966).An Analysis of Vendor Selection Systems and Decisions.Journal of Purchasing,2(1),5-17.
  15. Doig, A. P., Jr.(2007).Molecular Diagnostics Market Assessment.Genetic Engineering & Biotechnology News,27(3),50-53.
  16. Fein, A. J.,Anderson, E.(1997).Patterns of Credible Commitments: Territory and brand selectivity in industrial distribution channel.Journal of Marketing,61(2),19-34.
  17. Fitzgerald, D. A.(2003).Macro Opportunities in Microfluidics-Market Fluidity Reigns as a Crowded Sector Matures.The Scientist,17(11),39-41.
  18. Frost & Sulliva(2004).Lab on a Chip (LOC)-Advances in Microfluidics.TX:Frost & Sullivan.
  19. Glascoff, D. W.(2000).Survival of the Niches.Marketing Health Services,20(4),3-4.
  20. Glaser, V.(2006).Fluidics for qPCR, Fiagnostics & Biodefense.Genetic Engineering & Biotechnology News,26(15),21-24.
  21. Goldstein, N.(1975).A Delphi on the future of the steel and ferroalloy industries, The Delphi Techniques and Applications.MA:Addison Wesley.
  22. Green, P. E.,Srinivasan, V.(1978).Conjoint Analysis in Consumer Research: Issues and Outlook.Journal of Consumer Marketing,5(2),103-123.
  23. Gustafsson, A.,Ekdahl, F.,Bergman, B.(1999).Conjoint Analysis: A Useful Tool in the Design Process.Total Quality Management,10(3),327-343.
  24. Hair, J. F.,Black, B.,Babin, B.,Anderson, R. E.,Tatham, R. L.(2005).Multivariate Data Analysis.New Jersey:Prentice Hall.
  25. Heide, J. B.,Weiss, A. M.(1995).Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets.Journal of Marketing,59(3),30-43.
  26. Jain, C. S.(1985).Marketing Planning and Strategy.Cincinnati, OH:South-Western Publishing.
  27. Johne, F. A.,Snelson, P. A.(1988).Success Factors in Product Innovation: A Selective Review of the Literature.Journal of Product Innovation Management,5(2),114-128.
  28. Kara, A.,Kaynak, E.(1997).Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation.European Journal of Marketing,31(11-12),873-895.
  29. Khisty, C. J.,Mohammadi, J.(2001).Fundamentals of Systems Engineering with Economics, Probability, Statistics.New Jersey:Prentice Hall.
  30. Kotler, P.(2003).Marketing Management.Upper Saddle River, New Jersey:Prentice Hall.
  31. Lam, P. K.,Chin, K. S.(2005).Identifying and Prioritizing Critical Success Factors for Conflict Management in Collaborative New Product Development.Industrial Marketing Management,34(8),761-772.
  32. Lee, G. B.,Kuo, T. Y.,Wu, W. Y.(2002).A Novel Micromachined Flow Sensor Using Periodic Flapping Motion of a Planar Jet Impinging on a V-shaped Plate.Experimental Thermal and Fluid Science,26,435-444.
  33. Lewis, I.(1998).Niche marketing for Beginners.Ceramics Monthly,46(6),116.
  34. Lin, Y.,Su, H.,Chien, S.(2006).A Knowledge-Enabled Procedure for Customer Relationship Management.Industrial Marketing Management,35(4),446-456.
  35. Linneman, R. E.,Stanton, J. L.(1992).Mining for Niches.Business Horizons,35(3),43-51.
  36. Litvak, I. A.(1992).Winning Strategies for Small Technology-Based Companies.Business Quarterly,57(2),47-51.
  37. Malik, T. J.(2004).Caliper Upgrades Microfluidics Platform.The Scientist,18(8),47.
  38. Maynard, R.(1993).Riche Niche.Nation's Business,81(11),39-41.
  39. Megan, M. S.(2005).Microfluidics Meets its Market-lab-on-a-Chip Companies Gain Momentum by a Process of Constant Evolution.The Scientist,19(10),28-30.
  40. Megan, M. S.(2005).Microfluidics-Semiconductor-Industry Sensibilities are Shrinking the Life Science Lab.The Scientist,19(16),43-45.
  41. Meldrum, D. R.,Holl, M. R.(2002).Microscale Bioanalytical Systems.Science,297(5584),1197-1198.
  42. Mentzer, J. T.,Moon, M. A.(2004).Understanding Demand.Supply Chain Management Review,8(4),38-45.
  43. Michaelson, G. A.(1988).Niche Marketing in the Trenches.Marketing Communications,13(6),19-24.
  44. Ngai, E. W. T.(2003).Selection of Web Sites for Online Advertising Using AHP.Information and Management,40(4),233-242.
  45. Paulssen, M.,Bagozzi, R. P.(2006).Goal Hierarchies as Antecedents of Market Structure.Psychology & Marketing,23(8),689-709.
  46. Pearson, M. M.,Fisher, C. M.,Redmond, W. H.,Meritt, N. J.(2000).The Roles of Price, Quality and Value-Added in Industrial Distribution Purchasing Decisions.Journal of Marketing,7(3),55-67.
  47. Reynold, D.(1993).Crackerjack Positioning.Tulsa, OK:Atwood Publishing.
  48. Saaty, T. L.(1980).The Analytic Hierarchy Process.New York:McGraw-Hill.
  49. Schniederjans, M. J.,Garvin, T.(1997).Using Analytic Herarchy Process and Multi-Objective Programming for the Selection of Cost Drivers in Activity-Based Costing.European Journal of Operational Research,100(1),72-80.
  50. Shani, D.,Chalasani, S.(1992).Exploiting Niches Using Relationship Marketing.The Journal of Services Marketing,6(4),43-52.
  51. Stanton, J. L.,Linneman, R. E.(1991).Making Niche Marketing Work.New York:McGraw-Hall.
  52. Stremersch, S.,Tellis, G. J.(2002).Strategic Bundling of Products and Prices: A New Synthesis for Marketing.Journal of Marketing,66(1),55-72.
  53. Triantaphyllou, E.,Mann, S. H.(1995).Using the Analytic Hierarchy Process for Decision Making in Engineering Applications: Some Challenges.International Journal of Industrial Engineering,2(1),35-44.
  54. Verpoorte, E.,De Rooij, N. F.(2003).Microfluidics Meets MEMS.Proceedings of the IEEE
  55. Weber, C. A.,Current, J. R.,Benton, W. C.(1991).Vendor Selection Criteria and Method.European Journal of Operational Research,50(1),2-18.
  56. Weinstein, A.(1994).Market Segmentation: Using Demographics, Psychographics, and Other Niche Marketing Techniques to Predict and Model Customer Behavior.Chicago, IL:Probus Publishing Co..
  57. Weiss, A.,Anderson, E.(1992).Converting from Independent to Emplyee Salesforces: The role of Perceived switching costs.Journal of Marketing Research,29(1),101-115.
  58. Whitesides, G. M.(2006).The Origins and the Future of Microfluidics.Nature Insight,442,368-373.
  59. Yager, P.,Edwards, T.,Fu, E.,Helton, K.,Nelson, K.,Milton, R.,Tam, M. R.,Weigl, B. H.(2006).Microfluidic Diagnostic Technologies for Global Public Health.Nature Insight,442,412-418.
  60. Zahedi, F.(1986).The Analytic Hierarchy Process-A Survey if the Method and Its Applications.Interfaces,16(4),96-108.
print cancel