Abstract
There are many Taiwan’s companies to invest in developing biochip products, but how to get the advantages and potential for market development is the biggest issue they are really concerned. Although many studies focused on the structures of industry, development of technology, management of strategy, there is a lack of market analysis of biotechnology markets. Therefore, in this dissertation we will implement the M-J model as a marketing tool by Amanda McMurray & Richard Jones, and combined specific aspects and theories for biochip markets to propose a visual market analysis model. By analyzing Taiwan’s biochip companies, it can be used as a strategic planning tool to realize the market risks and opportunities in order to get the competitive advantages. Through case studies the theses have concluded as follows： 1.Exploiting niche market will be the core market strategy for Taiwan’s biochip companies. 2.Being a first enterer will be a key of entry into a new market for Taiwan’s biochip companies. 3.Unifying the government and research groups resources and well arranged of patent will be critical for success. 4.Achieving low cost production and linking upper and down stream factories together will be the advantages for Taiwan’s biochip companies.