| Summary: | 碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 92 === Due to entrance of WTO and performance of cGMP, Taiwan’s biotechnology and pharmaceutical industries has met with more challenge、impact and pressure that let enterprise must reflect the marketing concept rests on four pillars：target market, customer needs, integrated marketing, and organizational objectives( profitability) that reflect completely and restructure the strategic marketing according to innovative rethinking and develop into vision and strategic target of enterprise.
The high-performance of business competitive advantage is focused on delivering customer value and satisfaction. Given the importance of customer value and satisfaction, we need to discuss the concepts of a value chain and value-delivery systems. Every firm is a collection of activities that are performed to design、produce、market、deliver、and support its product. The firm’s task is to examine the value chain and look for ways to improve its cost and performance in each value-creating activity. The firm should estimate its competitor’s cost and performance as benchmarks against which to compare its own cost and performance. To the extent that it can perform certain activities better than its competitors, it can achieve a business competitive advantage. Strong companies develop superior capabilities in managing these core competences.
According to current healthy policy of Taiwan’s government and promotional projects of developing biotechnology and pharmaceutical industries, enterprise need to reflect and evaluate the core competence and focus on firm’s resources. Enterprise need to find out and decide the strategic positioning and then fit with government’s policy. How to combine about the low cost operation of business strategy and high profit of innovative strategy that develop and restructure the new business model that achieve the business competitive advantage.
This study will explore meantime that Taiwan’s biotechnology and pharmaceutical firms desire for reaching competitive advantage and occupying the market quickly, the firms should think that saving resources、restructuring business model、managing risk、analyzing critical success factors、operating the strategy of alliance and co-marketing are necessary.
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