處方藥品供應商在國內藥局市場的經營發展策略-以興利通公司為例

Abstract

藥品產業在我國屬於政府高度管控的產業，自1995年實施全民健保以及1997年實施醫藥分業起，藥品產業即受到相當大的變革，也因藥品開始納入健保，讓藥品產業在國內市場快速發展，然而至今二十年過去，從十年前開始政府已連年持續調降健保藥價給付金額，以縮減健保財政支出。對此，國內的健保藥局的經營與轉型也面臨極大的挑戰，尤其藥品供應商該如何發展自身經營策略，即是本研究的主要題目。本研究採用個案分析方式，透過五力分析評價模型找出其成功關鍵因素，再根據個案公司之資源能力做出比較分析，提出其競爭策略之建議。 總結本研究之結論如下： 一、藥品產業受到健保財政緊縮政策影響，整體供應鏈利潤持續壓縮，藥品供應商需要從中挖掘新藍海以進入利基市場。 二、興利通可藉由差異化、低成本、集中化等不同面向策略，持續爭取競爭優勢來源，以跳脫既有市場紅海。 三、透過跨領域的專業知識整合以及企業文化的包容力企業核心能耐。

The pharmaceutical industry is a highly regulated industry in Taiwan. Since the implementation of universal health insurance in 1995 and the implementation of pharmaceutical separation in 1997, the pharmaceutical industry has undergone considerable changes, and the pharmaceutical industry has been rapidly developed due to its inclusion in health insurance. Twenty years have passed since the past ten years, the government has continuously lowered the amount of health care drug prices for years to reduce health care financial expenditures. In this regard, the operation and transformation of the domestic health insurance pharmacy is also facing great challenges. In particular, how drug suppliers should develop their own business strategies is the main topic of this research. This study uses the customer case analysis method to find out the key factors of success through the five-force analysis and evaluation model, and then makes a comparative analysis based on the resource capabilities of the case company and proposes the competition strategy. The results are listed as follows: 1. The pharmaceutical industry is affected by the health insurance fiscal tightening policy, the overall supply chain profits continue to shrink, and drug suppliers need to tap the new blue ocean to enter the niche market. 2. SPL can continue to strive for the source of competitive advantage by different strategies, such as differentiation, low cost and centralization, in order to escape the existing market Red Sea. 3. Through the integration of cross-disciplinary expertise and the inclusiveness of corporate culture.