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    题名: 原開發藥廠競爭策略之研究 -以Ｓ公司為例
    Research on the competition strategy of the original development pharmaceutical company- taking S company as an example
    作者: 李瑞祐
    Li, Rui-You
    贡献者: 詹文男
    Tsan, Wen-Nan
    李瑞祐
    Li, Rui-You
    关键词: 原開發藥廠
    藥價政策
    學名藥
    藥品三同
    4P 理論
    BCG矩陣
    五力分析
    Original pharmaceutical company
    Drug price policy
    Generic drug
    Drug three
    BCG matrix
    4P theory
    Five-force analysis
    日期: 2019
    上传时间: 2019-06-03 13:04:08 (UTC+8)
    摘要: 本研究之目的，係藉由分析總體環境、產業面與顧客關係，提供給原開發藥廠做為未來學名藥廠的競爭之因應策略；有鑑於全球平均餘命延長，製藥產業日趨重要，市場持續成長茁壯過程中，冀能藉由本研究與分析結果，將成功製藥企業的經營策略與經驗，提供給在台之經營之製藥企業之參考。
    藥廠研發通常耗費相當大的資本及長時間投入，因此，原開發藥廠便可取得一段時間的專利及獨家販售，因此大型的製藥業普遍在研發的同時採用併購的方法，來獲得新的暢銷藥品及研發技術。S公司為日本大型製藥廠在台分公司，目前面臨最大的危機為旗下的暢銷藥品專利均已到期，學名藥以相對低廉的價格衝擊市場，導致營收受到打擊，面對危機勢必改變其因應策略。
    全民健康保險制度在台灣開辦以來已經快二十五年，輕則感冒或發燒，重則洗腎或癌症均能給付，且合約醫療機構相當普遍，得到大多數台灣民眾的肯定。但全民健保這一路實施下來，卻為台灣帶來的龐大國家赤字，嚴重到每年負債約兩百億元。為降低負債，政策面對於藥價實施控管並逐年調降，國外藥廠除需配合健保的藥價政策外，同時得面對醫療機構對於藥品降價的要求。在二代健保中對於醫療院所開放之同成分、同品質、同價格三同選擇，對於原開發藥廠藥衝擊最大。當原開發藥廠專利過期，學名藥價格對醫院更具競爭力，導致利潤嚴重下降，原廠藥不得已退出台灣市場，未來民眾只剩下國產學名藥可以選擇。是故，專利藥到期要如何因應低價格的競爭？本研究探討之研究問題包括:
    1.比較原開發廠在專利過期後，原開發廠與學名藥廠行銷策略之差異性。
    2.在全民健保的藥價政策與學名藥的競爭下原開發藥廠的策略。
    3.暸解目前原廠藥與學名藥在台灣醫療院所醫師使用心得與狀況，進而推導出原開發廠在台分公司因應策略。
    本研究將依據以SWOT、PEST、五力分析、BCG 矩陣、4P理論，運用其工具加以闡述其各項變數。
    原開發藥廠除了監督政府對學名藥廠品質把關。在製造端原開發藥廠會運用鹽基差異，讓學名藥廠製造困難。原開發藥廠亦會增加市佔率與顧客關係提升，阻礙學名藥納入。一方面，就是降低成本，從採購上游原物料改善進貨成本。原開發藥廠的優勢為新藥的研發與製程，提升新藥劑型的難度，持續導入新藥，以填補過專利期的利潤空洞，提升原開發藥廠在台品牌形象，為達到全球化目的，台灣醫療產業相對健全完善，對於多國多中心實驗，也可以提出符合亞洲人的需求，加強未來世界佈局。
    The purpose is to study the business strategy of pharmaceutical company, to analyze overall environment, pharmaceutical company and customer relations. To improve the competition of scientific name pharmaceutical companies, suggest actions that S company may take. Because the global average life extension, the pharmaceutical company is becoming important, the market continues to grow. Through the results of this research and analysis, we can provide the business strategy to fight the generic companies in Taiwan.
    The research and development of pharmaceutical companies usually consumes a amount of capital and long-term investment. The large pharmaceutical company generally adopts mergers methods to obtain new ones. The large pharmaceutical company can obtain patents and exclusive sales for a period of time. S company is a large Japanese pharmaceutical company in Taiwan. Currently faces the crisis that popular drug patents-off. The generic drugs hit the market to use low prices, resulting in a blow to revenue. In order to counter this crisis, it is necessary to find new strategy.
    The National Health Insurance system has been in operation for nearly 25 years since it was opened in Taiwan. However, the implementation of the National Health Insurance system has brought the huge of Taiwan deficit brought to a serious debt of about 20 billion yuan per year. The policy is afforded the low price of the new drug, and the drug price drop after the annual drug price survey.In addition to the policy, the origenal drug needs faced with price reduction of existing drugs every year. In the second-generation health insurance, the three-in-one policy “same component”, “same quality” and “same price” have the greatest impact on the original drug company. Because the price of generic drug is more competitive to original drug. The original drug must be withdrawn from the Taiwan market. In the future, only the generic drug can be selected.
    The research questions explored in this study include:
    1. Understand the experience about dactor used origenal drug or generic drugs in Taiwan hospitals.
    2. Compare the differences between the original drug company of development plant and the marketing strategy and the generic drug company after the patent-off.
    3. Develop the strategic model of the pharmaceutical company under the competition between the policy and the generic drug.
    Based on SWOT, PEST, five-force analysis, BCG matrix and 4P theory, this study will use its tools to explain its variables.
    Frist, to supervise the government`s control the quality of the generic drug, the original pharmaceutical companies use the difference in dosage forms to increase barriers to entry and prevent the listing of generic drugs. Second, increased both of the market share and customer relationships, and the generic drugs are hindered. On the other hand, it is to reduce costs and improve costs from purchasing upstream materials.
    The advantages of the original companies is the development and process of new drugs. Have upgrading new dosage from to strengthen the generic companies into barriers, and continuing to import new drugs, thus enhancing the brand image of original pharmaceutical companies. On the other hand, to achieve the goal of globalization, Taiwan`s medical industry is relatively perfect. For multi-country multi-center experiments, it is also possible to propose the needs of Asians and strengthen the future.
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    網站資料
    1. 行政院衛生署中央健康保險局-二代健保http://www.nhi.gov.tw/Nhi2/QA.aspx?menu=22&menu_id=716
    2. 當前全民健保政策分析http://npf.org.tw/PUBLICATION/SS/092/SS-B-092-004.htm
    3. 塩野義製藥工業
    http://www.shionogi.co.jp/
    4. 維基百科
    http://zh.wikipedia.org/wiki/Wikipedia:%E9%A6%96%E9%A1%B5
    5. MBA 智庫百科
    http://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5
    6. IMS health
    http://www.imshealth.com/portal/
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    1069321691
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1069321691
    数据类型: thesis
    DOI: 10.6814/THE.NCCU.EMBA.075.2019.F08
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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