從生活脈絡探討對保存臍帶血客戶推廣行銷的突破

• Main Author: 許文靜
• Other Authors: 溫肇東
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/80671785257433845497

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === The use of stem cells becomes a key area of research and therapy followed by the fast development in regenerative medicine. Because the existence of stem cells, immortality or staying young forever will no longer be just a dream, and serious diseases and rare disorder are expected to be cured. Umbilical cord blood transplants have higher success and recovery rates than Bone Marrow transplants in treating blood disorders and diseases of the immune system. The concept of ‘cord blood storage’ has become an instruction prenatally. There are about 10% of parent will keep their baby’s cord blood in private cord blood banks at present in Taiwan. ‘Activity Theory’ was initiated by Lev Vygotsky（1978）in the 1920s. He created the idea of mediation. Following to the activity theory, Leont’ev (1981) structured the general context model into six elements: Subject、Tool、Object、Rules、Community and Labor Division. The interaction among elements for each activity is dynamic and can be changed over time. Six customers stored the cord bloods of their babies were interviewed in this study. The life contexts were studied and the strength of the six elements was compared among these customers based on the activity theory to analyze the reason of storing their baby’s cord blood, and to build the activity theory model. In addition, the marketing methods in the industry were compared and analyzed with the activity theory, and the psychological responses of reasoning and nonreasoning in human nature were further referred to build the future marketing strategy. The relation among Subject-Tool-Object was found to be the most important part in the model, where tool played the key role. The relation among Subject-Community-Object was the second important, where community interacted closely with activity. Rules and Labor Division were the less effective elements. This result indicates that private Cord Blood Bank is a new business, which is not affected by Rules and Labor Division yet. In the future, product and service characters should be combined, and the significance of R&D of stem cells in cord blood should be enhanced in Regenerative Medicine to promote the development of this business. Activity theory was proved beneficial in seeing a whole picture of activity by structuralizing the thinking and integrating the diverse ideas. A clear blue print in routine thinking can be seen either in the beforehand evaluation or the post-implementation review.