| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 104 === The concept of green lifestyle has drawn close attention recently, resulting in increasing demand of natural organic consumer products. In this study, a major bio-tech Orchid firm, which owns 24,750 square meters capacity, with annual production of 2.5 million Orchids and long term cultivation and breeding experience, is utilized for the study. The company owns multiple new varieties of products, many patents, and is capable of producing some of genuine materials. Its product quality is stable and efficient. The Orchid products of this firm not only demonstrate special Taiwan Orchid characteristics, but also create high value added profits and marketing opportunity.
By investigating the competitive advantages and business strategy of the firm, the findings are as follows. The key successful factors are capable breeding of raw material, excellent R&D, efficient vertical integration, and high value added product lines. The future business strategy would focus upon popular cosmetic and care products of green lifestyle with the emphasis on enhancing international brain image and consumer confidence, along with chemical-free pesticides, designed aesthetics, innovative concept, brain management personnel development, domestic and foreign marketing, and brain visibility.
Key words: Orchid bio-tech, Competitive advantage, Business strategy.
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