| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === Many biotech & healthcare enterprises primarily focus on R&D, rather than product launch. Hence, this study sums up the knowledge and process of new product launch on the basis of the literatures, and creates a process model of new product launch by multiple case study. After reviewing the literatures about new product innovativeness and new product launch, this study finds that the strategy of new product launch depends on the type of product innovativeness.To realize the process model of new product launch in practice, there are four biotech & healthcare enterprises being interviewed. This study finds that the strategy of new product launch in biotech & healthcare industry is related to general environment and strategic roles of new products. The major findings are as follows: biotech & healthcare products involve life security, so each enterprise should implement the marketing strategy cautiously. Many enterprises regard trade show as an important way to expand market and have access to potential customers. They also pay attention to relationship marketing. By visiting customers, providing service, delivering product information or being customers’ partner, they can build a long-term relationship with customers. Biotech & healthcare industry has entered the age of integrated healthcare technology. Thus, many enterprises sell total solutions including application system and supporting service to meet customers’ demands. Biotech & Healthcare products are complex, so enterprises should convey effective messages content when launching new products to help customers absorb information easily.
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