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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/145775


    Title: 醫藥賦形劑代理商的4C策略行銷分析 -以Y公司為例
    Strategic Marketing Analysis for Pharmaceutical Excipients Agent–The case of Y company
    Authors: 傅偉勝
    Fu, Wei-sheng
    Contributors: 巫立宇
    Wu, Li-Yu
    傅偉勝
    Fu, Wei-sheng
    Keywords: 醫藥賦形劑
    策略行銷4C
    商業模式圖
    Pharmaceutical excipients
    4C strategic marketing
    Business model canvas
    Date: 2023
    Issue Date: 2023-07-06 16:28:48 (UTC+8)
    Abstract: 在台灣醫藥賦形劑產業幾乎大多數的來源都是由國外進口，而進口代理商、品牌商與最終購買者之間的三角關係，充滿了合作與競爭，要如何在這些微妙關係，找到最佳的平衡點，是非常值得探討的。同時，本研究也發現台灣許多的進口代理商面臨被品牌商直接取代的危機，抑或已經被取代，該如何避免此等事情發生，及如何準備其他的替代方案，也是本個案討論的重點。
    雖說醫藥賦形劑在製藥產業中總是扮演永遠的配角，但卻常是最關鍵的角色，好比一場電影、一部戲劇，若沒有好的跑龍套演員和優秀的配角們，即使請來國際知名的主角也難成大作，而這就是本個案研究醫藥賦形劑的價值所在。
    本研究之個案Y公司是台灣醫藥產業中最特殊的案例，除了戲劇化的進入封閉的製藥產業外，並以專業進口代理商的角色，在各個不同的階段進行不同的行銷策略模式。在理論基礎上，本研究採用邱志聖教授所提出的「4Ｃ策略行銷」為主要分析架構，探討Y公司與國外品牌商之間的競合關係，與複合式代理商間的內部競爭和外部的競爭者，更重要的是要如何有效的幫助客戶降低4C成本及提供給購買者解決痛點的良方，並運用商業模式圖 (BMC, Business Model Canvas) 分析Y公司的商業模式及其成功的關鍵因素。本研究發現Y公司將商業模式圖結合策略行銷 4C架構，成功的降低客戶的交易成本，進而創造不可取代的地位。
    Most of the pharmaceutical excipients in Taiwan are imported, and the triangular relationship between import agents, brand owners and end users with cooperation and competition. How to find the suitable balance point is worth discussing. This research also found that many import agents in Taiwan are facing the crisis of being directly replaced by manufacturer or have already been replaced. How to avoid it and how to find other alternatives are also the focus of this case discussion.
    Although pharmaceutical excipients always play a supporting role in the pharmaceutical industry, they are often the most critical role. For example, supporting actors in a movie or drama, even if renowned protagonists are invited, it is difficult to become a masterpiece, and it is the value of this case study on pharmaceutical excipients.
    Company Y is the most special case in Taiwan`s pharmaceutical industry. It plays the role of a professional import agent and implements different marketing strategies at different stages. This study follows the "4C strategic marketing" proposed by Professor Jyh-Shen Chiou as the main analysis framework and explores the competition and cooperation relationship between Y Company and manufacturer, and the internal competition and external competition between Y Company and competitors. The important thing is to effectively help customers reduce 4C costs and provide end users with a good solution to the pain points. Company Y consolidate the Business Model Canvas with the 4C framework of strategic marketing, successfully reduced the transaction cost of customers, and created an irreplaceable position in this market.
    Reference: 一、中文部份：
    1. 邱志聖(2020)，策略行銷分析：架構與實務應用(五版)，台北，智勝文化。
    2. 巫立宇、邱志聖(2021)，銷售與顧客關係管理(二版)，台北，新陸書局。
    二、網路及其他部分：
    1. 美國Precedence Research (2022年5月)。
    https://www.precedenceresearch.com/pharmaceutical-excipients-market
    2. 經濟部統計局。
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    111932161
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111932161
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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