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Title: | 台灣藥品行銷策略之初探-以第二代抗精神病劑為例 A Primary Research of Pharmaceutical Marketing Strategy–A Case Study of Second Generation Anti-Psychotics |
Authors: | Hui-Erh Liu 劉惠娥 |
Advisor: | 林能白(Neng-Pai Lin) |
Keyword: | 資源基礎理論,競爭策略,競爭優勢,精神科用藥,藥品行銷,藥品市場, Anti-Psychotics,Competitive advantage,Competitive Strategy,Pharmaceutical market,Pharmaceutical marketing strategy,Resource-based theory, |
Publication Year : | 2011 |
Degree: | 碩士 |
Abstract: | 根據IMS Data及全勝藥品健保資料庫之統計資料,台灣目前第二代抗精神病劑(Second generation anti-psychotics,簡稱SGA)市場占率前兩大藥物,分別為1997年在台上市的藥品(本研究稱A藥)及2000年在台上市的藥品(本研究稱B藥)。並且發現後進入市場初期銷售不理想的B藥,現在已成為市占第一大藥品,引發想瞭解其中差異性與關鍵性因素為何?A、B藥的行銷策略為何?所採取的行銷策略與其兩家企業擁有的資源與能力有何關係?因此,本研究目的,欲探討台灣兩大第二代抗精神病劑企業如何運用資源與能力來影響其行銷策略。
本研究為定性分析之描述性個案研究,主要以企業資源特性與行銷策略討論為研究架構。藉由IMS Data及全勝藥品健保資料庫統計之資料分析、透過文獻探討,瞭解精神疾病及用藥、行銷策略、資源基礎理論及其策略如何受其公司資源與能力的影響,並以個案研究方式進行。 本研究經過次級資料的收集與相關文獻的佐證後,根據研究架構,逐步研討A藥與B藥的行銷策略及其企業的資源與能力,進行相關資料分析與評估後;發現B藥以初期弱勢之態勢,最後竟然反敗為勝成為市場領導著的原因,主要是B藥運用企業本身的資源能力配合靈活的市場因應策略。基本上,A藥及B藥皆善用本身的資源能力建構出成功的差異化策略;但最終,兩者要持續成功必須考慮調整策略或行銷組合。 According IMS data and National Data Consultant data base, the top two anti-psychotics are A drug and B drug. Although B drug did not seem to perform well at the beginning of its launch, it became the market leader eventually. We were interested in knowing the marketing strategies, and the correlation between companies’ resources and their strategies. Therefore, the purpose of this study was to analyze the adopted strategies, resources, and capabilities of these two companies. And then discussed the relationship between companies’ resources and their marketing strategies for A and B drug. The methods of this study included qualitative analysis and descriptive case study. Two major elements of study structure are marketing strategy and resource of enterprise. Based on the analyses of IMS data and BNHI data base, we conducted the case study of two anti-psychotics. Through reviewing relative literature, we aimed at understanding the psychiatry disease and medication, marketing strategy, and resource-based theory. This study used secondary data collection and literature review to conduct the case study of two targeted antipsychotics. It was found that the reason why B drug became the market leader is because of his flexible marketing strategies. Basically, both anti-psychotic A and B were able to utilize their own resources and capabilities to construct their own differentiation strategy successfully. However, if these two companies want to sustain their initial success, adjustment of the strategies and marketing mix according the evolution of market and competition is required. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23598 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 健康政策與管理研究所 |
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