生技中草藥的價值創新及其市場經營研究

Abstract

論文摘要 生技醫藥是台灣未來的重要的產業支柱之一，是綠能產業，也是高報酬的產業，台灣現在面臨五缺問題，土地、用水、人才、人力和用電量這些對於藥廠來說都還是比較次微的問題，一直以來，大家都很關心殷盼，台灣的生技醫藥產業的明日之星，類似台積電、華碩、台達電和鴻海等各具特色又在該領域佔有一定市場份額和國際競爭力，2006年政府推動兩兆雙星計畫，其中的雙星指的是數位內容和生物技術，政府對於生技產業的發展投資不餘餘力，生技中心、藥技中心、國衛院、工研院生醫所、中研院生醫所、食工所，以及各地區的生技育成中心等等等，投入非常龐大的資源，近年為發展生醫聚落而開闢了竹北生技園區和南港生技園區，在政策上又有諸多奬勵生技醫藥的投資優惠措施，在在處處是為台灣生技醫藥打造良好的投資環境，將近40年過去，我們還在等待，出現一個或者更多的，具有知名度、競爭力、代表性和未來性的生技公司站上世界舞台。 生技中、草藥的市場非常可觀，進入門檻高，以美國FDA通過的綠茶植物藥Veregen® Cream為例，這個產品幾乎不可能出現仿製藥，原因是依據申請的法規是綁定綠茶的農場，在其他地區農場生產的綠茶就是不能作為原料，也就不可能有仿製品，因此產品壽命期可以非常長，例如，從銀杏葉萃取製成的德國循利寧®膜衣錠 (Cerenin® tablet)，這個藥物已經經過三代的經營有近50年的歷史，用在末梢血液循環障礙，市場仍然是一支獨秀，後進廠商雖然也想要切入，但心血管作用藥的市場極其封閉，先進者的優勢非常的明顯，因此，全世界每年仍然約有5億美金的營業額。 研發和創新才是生技醫藥賴以茁壯生存之王道，而選對的題目是成功的一半，研發者應了解臨床上那些治療藥物是欠缺的或是有其限制的，評估市場規模，開發的態度要嚴肅，方法要依據法規，基礎研究做深做足做的踏實，生物資源的保護、掌握度和知識產權都要到位，生技中、草藥更應做好藥材資源和量產能力評估，應忌短期和新聞式的議題抄作，造成投資者的不耐和期望過高之後的失望，這樣對整個產業發展都不利。 獨特性、有效性和市場廣大，是評估一個生技中、草藥價值的依據；專業度、主持人、可執行性、執行力、產品力、品牌力、市場佈局能力和市場管理能力，是評估一家生技公司的價值的依據。惟，產品有獨特性和品牌，生產廠商在產品定價權和通路的支配權才能提升，可免產品削價競食市場，才有較大的報酬和產品壽命期，如此定能成就一方的藍海市場。本論文是以中、草藥產業為研究對象，內容涵篕植物化學藥、植物藥和健康食品等，以個案研究方式分析其產業特性、市場的價值、核心的競爭力，有成功的案例和失敗案例，作關鍵因素的分析，略為我生技中、草藥業者的參酌和借鑑。

Abstract

Biotech-medicine is one of the important pillars of Taiwan's future industry, is a green energy industry, is also a high-paying industry, Taiwan is now facing five shortages: land, water, talent, manpower and electricity consumption, but for the pharmaceutical companies are still relatively small problems. Many peoples are very concerned about which Taiwan's biotech and pharmaceutical company will be tomorrow star, like as tsmc, ASUS, DELTA and Foxconn, and other uniqueshares in their field, which occupy a certain international market share and international competitiveness. In 2006, the government of taiwan promoted the two-trillion-dollar program, in which two-star refers to digital content and biotechnology. The Government had invested in the development of the bio-technological industry, for example the Health Technology Center, the Pharmaceutical Technology Center, the National Health Institute, the Institute of Engineering and Research, the Chinese Academy of Health and Medical Institute, the Food And Industry Institute, as well as the regional health technology and education centers, etc. , and so on, invested very huge resources in recent years for the development of health care settlements and opened up the Zhubei Biotech Park and Nangang Biotech-medcine technology park, in the policy and a lot of incentives to encourage the investment of science and technology. Nearly 40 years had gone, we are still waiting for the emergence of one or more biotech companies, with visibility, competitiveness, representativeand and future may stand on the world stage.

The market for chinese and herbal medicines is very impressive and high-threshold level. For example, the United States FDA approved the green tea plant medicine Veregen® cream, this product is almost impossible to appear generic drugs, because according to the application regulations are bound green tea farms. Other areas of the farm production of green tea is not allow as raw materials, there can be no imitation products. So the product can have a very long life span, as same as the ginkgo biloba extract product, Cerenin® tablet which is belong German Willmar Schwabe GmbH & Co. KG. Cerenin® tablet was on market sale about had fifty years,which has been operating for three generations. It was used in terminal blood circulation disorders. The market is still a stand-alone today. The market shale about US$500 million per year.

Research and development and innovation is the king of bio-technology medicine to thrive, and the right topic is half of success. The developer should understand that clinical lying those therapeutic drugs are lacking or have its limits, to assess the maket size of the product, the attitude of development should be serious, methods to be based on regulations, basic research should be study hard. The biological resources should be protection, mastery and intellectual property rights have good management. The capacity of raw materials and production capacity should be assessment. Company should avoid short-term and news-style development. If the companies studied their product was not honest, they may cause investors' impatience and high expectations after the disappointment.

Uniqueness, effectiveness and market scale are the basis for evaluating the value of herbal medicine. Professionalism, investigater, enforceability, execution, product strength, brand power, market layout ability and market management ability, is the basis for evaluating the value of a biotech company. While, the uniqueness of the product and brand were holded on hand, manufacturers in the product pricing power and access to the right to enhance, can be exempted from product price-cutting competition market. There is a greater reward and product life, so that it will be able to achieve one side of the blue sea market. This study is based on the Chinese medicine and herbal industry as the research objects, the content was included plant chemical products, botanic medicines, and health food. The methods are in the form of case studies to analyze its industrial characteristics, market value, core competitiveness. The success cases and failure cases alse were included this study to analysis of success key factors. We hope this study could be as a mirror for biotech company to avoid failure and accept susses in the future.