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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81597完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Yi Chien | en |
| dc.contributor.author | 錢逸 | zh_TW |
| dc.date.accessioned | 2022-11-24T09:24:35Z | - |
| dc.date.available | 2022-11-24T09:24:35Z | - |
| dc.date.copyright | 2021-10-04 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-09-07 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81597 | - |
| dc.description.abstract | 台灣藥品分為三級：「處方藥」、「指示藥」與「成藥」，其中處方藥須經醫師診斷，確定病因後開立處方箋，才能到藥局拿到藥品。處方藥也因療效、安全性或使用限制等因素，於三種藥品等級當中，法令規範限制最嚴苛。在國內因《藥事法》裡的藥物廣告之管理規定，處方藥並不能直接向一般民眾廣告處方藥，也不得以任何方式做廣告。 本研究將探討如何，如何在法令規範的限制之下，進行直接向消費者/病患（Direct-to-Consumer/Direct-to-Patient，簡稱DTC/DTP）處方藥行銷，此篇以善纖達為例，將使用行銷理論方法，來分析個案產品DTC/DTP之行銷策略。 因減重處方藥屬於自費藥品，不受健保給付規範限制，實際上和消費性商品較接近，所以在行銷管理策略方面，也和消費性商品相似。研究結果發現DTC/DTP處方藥的行銷策略，應當是以「處方藥」為外殼，以「消費性商品」為核心，一邊避免觸法，另一邊仍需以消費性商品的手法去對終端消費者（病患）進行行銷。最後處方藥遲早都會碰到專利到期問題，原開發藥廠也應盡早規畫未來的行銷策略，來因應學名藥或生物相似藥的競爭。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T09:24:35Z (GMT). No. of bitstreams: 1 U0001-0409202115024400.pdf: 3399074 bytes, checksum: 84169dde63e69fd5b284598f9b9c407b (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 口試委員審定書 I 中文摘要 II ABSTARCT III 目錄 IV 表目錄 VI 圖目錄 VII 第一章 緒論 1 第一節、 研究背景與動機 1 第二節、 研究目的與研究問題 4 第三節、 研究流程與研究方法 5 第二章 文獻探討與理論回顧 7 第一節、 PEST分析、產業分析和競爭理論 7 第二節、 行銷策略 11 第三節、 產品生命週期 18 第三章 產業環境 21 第一節、 外在環境分析 21 第二節、 肥胖問題與減重藥物產品分析 22 第三節、 個案公司及個案產品市場現況 28 第四節、 產業之五力分析 30 第四章 個案產品行銷策略分析 33 第一節、 上市前與上市導入期（2018-2019） 33 第二節、 成長期（2020-2022） 36 第三節、 競爭期（2023-2024） 41 第四節、 成熟期（2025-） 44 第五節、 減重藥物及個案產品之行銷策略分析 47 第五章 結論與建議 52 第一節、 研究結論 52 第二節、 研究建議 53 第三節、 研究限制 53 第四節、 未來研究方向 54 參考文獻 55 | |
| dc.language.iso | zh-TW | |
| dc.subject | 行銷策略 | zh_TW |
| dc.subject | 直接向消費者行銷 | zh_TW |
| dc.subject | 直接向病患行銷 | zh_TW |
| dc.subject | 減重藥物 | zh_TW |
| dc.subject | 處方藥 | zh_TW |
| dc.subject | Direct-to-Consumer (DTC) Marketing | en |
| dc.subject | Direct-to-Patient (DTP) Marketing | en |
| dc.subject | Obesity Drug | en |
| dc.subject | Prescription Drug | en |
| dc.subject | Marketing Strategy | en |
| dc.title | 處方藥直接向消費者/病患行銷之策略：以善纖達為例 | zh_TW |
| dc.title | Direct-to-Consumer/Direct-to-Patient Marketing Strategies of Prescription Drugs: Saxenda as an Example | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 潘令妍(Hsin-Tsai Liu),陳亭廷(Chih-Yang Tseng) | |
| dc.subject.keyword | 直接向消費者行銷,直接向病患行銷,減重藥物,處方藥,行銷策略, | zh_TW |
| dc.subject.keyword | Direct-to-Consumer (DTC) Marketing,Direct-to-Patient (DTP) Marketing,Obesity Drug,Prescription Drug,Marketing Strategy, | en |
| dc.relation.page | 58 | |
| dc.identifier.doi | 10.6342/NTU202102990 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2021-09-08 | |
| dc.contributor.author-college | 進修推廣學院 | zh_TW |
| dc.contributor.author-dept | 生物科技管理碩士在職學位學程 | zh_TW |
| 顯示於系所單位： | 生物科技管理碩士在職學位學程 | |
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