競爭者策略對於B2B之間的關係管理影響研究：以製藥業為例

Abstract

在企業與企業間如此微妙的關係中，要如何透過一些特定因素將這段關係變得更佳良好，或是透過什麼策略去影響這段關係。在本篇論文的研究中，我們將先探討關係的生命週期，從關係間的建立、關係中的成長、關係建立的成熟、到關係間的衰敗，以及如何重新建立起兩方之間已逝去的關係去看整段關係間的管理。由於目前台灣製藥業面臨健保局的藥價給付制度所影響，以及目前既有的藥廠與醫生間的通路權利關係不對稱之情況，讓該產業陷入極大的行銷困境，且目前顯少有文獻去探討此議題，所以本研究將以製藥業作為例子，從本土藥廠的立場去看目前所面臨到的通路權力不對稱之問題，以及提出假設看是否能縮小此通路不對稱之程度。但由於外國藥廠享有專利藥的優勢，以及目前外國藥廠正以全球既有的競爭策略，將移轉到台灣市場，透過此影響策略，去影響既有的不對稱的關係，讓本土藥廠在這段關係上，更為劣勢。因此，本研究將從關係的生命週期去探討此議題，本研究進一步去探討此影響策略對於B2B 之間的關係影響，建立關係概念性模型並提出假設去驗證其關係。此研究採用問卷調查法，將台灣各地臨床醫師作為研究對象，發放221份，有效回收問卷200份，並建立結構化方程式 (SEM)，本研究採用AMOS 6.0 去驗證其關係。研究結果顯示: 有兩個重要的因子對於削減其通路權力不對稱有顯著的影響，但在台灣目前的醫療環境現狀，外國藥廠的影響策略尚未對此段關係造成顯著的影響，也讓站在本土藥廠的我們，可以有更多的時間去因應未來的競爭。

In the delicate relationship between business and business, how can this research use some special factors to make this relationship become better or what strategies can influence this relationship to make it worse. This research will have a deep review of the relationship lifecycle to see what is going on, from relationship introduction, relationship growth, relationship maturity, relationship decline and rebuild. In Taiwan, right now, pharmaceutical industry has facing huge challenges due to the Bureau of National Health Insurance (BNHI) drug compensation system. Almost every pharmaceutical company is facing great marketing difficulties when promoting its drug to physicians due to the great channel power asymmetry and there are seldom literatures or researches to talk about this issue. Therefore, this research will take pharmaceutical industry as example and stand in local pharmaceutical companies’ position to see this issue. This research will propose three hypotheses to test those factors whether have positive impact on diminishing channel power asymmetry, and also this research will have a deep research on the impact of influenced strategy from competitors (foreign pharmaceutical companies). This research will have case study and conceptual model to test its relationship. The research targets are the clinical physicians in Taiwan, and we use 221 questionnaires to do the survey and the valid questionnaires are 200. This research build up and structure equation model and use AMOS 6.0 to test the construct reliability and validity of factorial structures. The result showed that there are two important factors, which are trust and commitment, have highly significant impact on diminishing B2B channel power asymmetry and the influenced strategy from competitors are currently have invalid impact on its relationship. In the position of local pharmaceutical companies, this research showed that local pharmaceutical companies have more time to encounter the future competitions in this industry in the future.