Exploring the Marketing Strategies of High Involvement Biomedical Products: The Case of Human Immune Cells Banking

• Main Authors: Hsin-Cheng Lin, 林信誠
• Other Authors: 林俊昇
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/18306711263407308124

碩士 === 國立臺灣大學 === 國際企業管理組 === 103 === The choice of marketing strategies has an immediate impact on the business opportunities an enterprise or industry can create for itself in a correct and effective manner, which leads to a common agreement that a corporate must value the significance of marketing ideas. Considering the Immune cells banking business has recently received great customer attention. Despite the relatively low limits on its storage and its autologous production and utilization features, the business of immune cell banking still generate expected popularity. Implementing effective and correct marketing strategies will generate numerous business opportunities for firms in this industry. Therefore, identifying the opportunities for development and marketing strategies will be crucial for immune cells banking firms. This research explored the case of Cinte Biomedical Corporation in Taiwan from a marketing perspective. In-depth interviews with potential and existing customers as well as experienced managers in this industry were conducteded to identify the feasibility of immune cells banking services and its viable marketing strategies. In conclusion, the immune cells banking business in Taiwan have to determine their market segmentation, target market and market positioning precisely as well as to win consumer recognition and support, which will result in a stable long-term success of the business. Implications, limitations and future research directions are then discussed.