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    题名: 學名藥創新營運模式之研究 -以某製藥公司為例
    A study on the innovative operation model of the generic drug - taking a pharmaceutical company as an example
    作者: 陳炳崑
    Chen, Bin Ken
    贡献者: 季延平
    Chi, Yan Ping
    陳炳崑
    Chen, Bin Ken
    关键词: 學名藥
    原料藥
    價值網絡
    新藥
    複合營運模式
    Generic drugs
    Active pharmaceutical ingredient(API)
    Value net
    New drug development(NDA)
    Compound business model
    日期: 2017
    上传时间: 2017-03-01 17:08:25 (UTC+8)
    摘要: 在醫療照護領域，藥品是健康照護與疾病治療的必要元素，以學名藥藥品為基礎的我國製藥產業，在健保開辦以來的資源壓縮，加上法規日趨嚴謹，讓台灣製藥廠都面對強大的營運成長壓力。
    透過對個案公司發展沿革的梳理，指出台灣健保政策及產業環境變化等因素對本土製藥產業在既有學名藥構成的發展限制。另一方面，藉由個案公司面對台灣醫藥衛生規範、全民健康保險以及高度鑲嵌在國內市場等結構限制之下所因應的組織變革與多角化經營、國際化佈局與發展國際代工，所延伸產品市場，降低對健保的依存度的實績與檢討。
    最後，受限於製藥產業的特殊性，尤其對關鍵原料藥來源的掌控，與擴大市場規模上，建議個案公司應在既有基礎上，走向製造服務創新策略，從單純製造代工為服務目標轉而以追求客戶忠誠度為服務目標，重塑學名藥的價值網絡；在自費市場開拓上，也需在經營策略要素上，從原有的OEM、ODM轉向OBM，提升服務能力，尤其是市場銷售能力與資源綜合能力；在新藥方面，運用既有擅長的服務科別，選擇新藥題材，以代理方式導入新藥，培植新藥的行銷與銷售團隊，以利後續產品導入醫學中心，建構個案公司新的複合營運模式。
    In the field of medical care, medicine is the essential element of healthcare and disease treatment. Basing on generic drugs, Taiwan’s pharmaceutical industry faces great pressure of business growth under the resource constraints of national health insurance and the more severe laws.
    Through the study of the development of the case company, it shows that the policy of Taiwan’s health insurance and the change of the industry environment have caused limitation to the development of the existing generic drug business.
    On the other hand, facing Taiwan’s medicine and hygiene standards, health insurance and high dependency on local markets, the case company’s organizational change, diversification, international allocation, international subcontracting, and market expansions are to review and rely less on Taiwan’s health insurance.
    Finally, limited by the particularity of pharmaceutical industry, especially the control of key Active pharmaceutical ingredient (API) and market expansions, the case company should make creative strategies to pursue the goal of customer loyalty rather than simply OEM. And reshape the value net of generic drugs. On the expansion of Consumer Goods Market, the case company should also increase serviceability, which is to change from original OEM, ODM to OBM. Especially the ability of marketing, sales and resource integration. In terms of new drug development (NDA), cooperate with the division of the medical center that the case company was familiar with. Bring up the marketing and sales team by dealing in new drug to help products lead in medical center. Build up new mode of compound business model of the case company.
    參考文獻: 一、英文文獻
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    二、中文文獻
     陳振祥，ODM 策略之理論架構與實證，國立臺灣大學碩士論文，1996。
     李明，OEM環境下支援產品開發設計的若干關鍵技術研究，重慶大學博士學位論文，2004。
     齊慧，我國OEM企業的戰略分析與對策研究，集美大學碩士學位論文，2008。
     程保忠，機電產品加工貿易企業戰略的系統研究——基於OEM、ODM和OBM的研究，同濟大學博士論文，2005。
     蘇卉，高科技業代工合作中知識轉移運行機制與效率研究，上海交通大學博士論文，2008。
     陳志，科技型企業核心競爭力研究，中國農業大學博士論文，2004。
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932178
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103932178
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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