| Summary: | 碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 94 === Biotechnology industry is a typical knowledge economy, whose value focuses on the development and research and it provides essential assistance for the process of development and research, which is a needful step for whole biotechnology industry.
Many suppliers encounter difficulties of running thanks to the competitive stress from foreign traders and medium suppliers, and also thanks to industrial fluctuant Though there are various factors inside, it is true that many small suppliers are inferior to operating marketing strategies to promote ontic competition.
When the biotechnology service does the sell, using the self’s basic characteristic for the basis and making use of the proper marketing strategy to reach the efficiency. Then, carving industry development market in one further step, it will create the vintage benefit of the whole.
According to the document and the discussion of the case company marketing strategy, the key factors of the successful business marketing are included:
1. Quality of the production
2. Quality of the service
3. The timber of salespersons and the saleskill of salespersons.
4. Relationship marketing
If the laboratory equipment distributorship controls the four factors mentioned above, and considers the operated spirit of the enterprise and market orientation, it will seize the unique compete ascendance of the industry.
key word： Biotechnology service industry, Marketing strategy,
Relationship marketing
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