9. 9 Marketing Research Definition Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. American Marketing Association http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
10. 10 Secondary Data Government statistics Market research publication Scholar research Financial statements of public companies Useful websites: 行政院主計處 (http://www.dgbas.gov.tw/) 資策會產業情報中心 (http://mic.iii.org.tw/) 工研院 IEK (http://www.iek.itri.org.tw/) Market Research Method Primary Data Interview Questionnaire survey Observation Focus group Experiment
21. How much they will pay?Market Sizing Consumer Product Pricing
22. 12 STEPS Phase I: Determine the Research Problem Identify and clarify information needs Define research problem and questions Specify research objectives and confirm information value Phase II: Research Design Determine the research design and data sources Develop the sampling design and sample size Examine measurement issues and scales Design and retest the questionniare
23. 13 STEPS Phase III: Execute the Research Design Collect and prepare data Analyze data Interpret data to create knowledge Phase IV: Communicate the Research Results Prepare and present final report
44. 27 IP Strategies There were a few of patent clusters around the neurostimulators, and our technology will target the niche region or integrate with different components.
45. 28 Think again!!Think Twice!! Think million times!! 可行 vs. 創意 科技 vs. 需求 本土 vs. 國際 產品 vs. 服務 大眾 vs. 利基 利潤 vs. 社會責任 熱血 vs. 妥協
46. 29 There are nothing you will lose here in YEF…… So, BE CRAZY!!
61. 45 HEAL THE WORLD FEED THE WORLD K Agriculture Human Health Care Diagnostics Traits Tools Therapeutics Services “Sustain & Nourish the world” Wellness Enhancers Food ingredients Seeds Medical devices Bio Processing Bio Fuels Biomaterials Addressing major market needs Biopharmaceuticals FUEL THE WORLD 產業市場分類:生技產業 Building sustainable businesses Source:Burrill&Co. 2008 Report
62. 46 MediGen ADIMMUE 國光生技 $ 1B Drugs Leads $100 M $ 10 M Hits Targets $ 1 M 台灣生技製藥產業的價值鏈 TaiMed Biologics Drugs Clinical trial Delivery & Formulations; Bio-similar TDW (瑞華生技) Leads Animal Study ADME/ Tox Hits Assays/ Screening/ Diagnostics Chemistry/ API Drug Design Structural Biology Targets Pathway & Disease Models Research Tools Genomics/ Proteomics Information
63. 47 專利保護申請 生技新藥研發時程及價值曲線 價值 風險 專利到期 價值 風險 1-2 年 2-4 年 4-8 年 1-2 年 IND Phase I Phase II Phase III Pre-Clinical 動物毒理藥理 試驗; 品質管制 Marketing 藥品上市 NDA 新藥查驗登記 Discovery 候選藥物 篩選 Clinical Trial (人體臨床試驗) Pharmaceutical Development 長期動物毒理試驗;CMC (劑型確定, 品質管制等)