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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/66491


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/66491


    Title: 國際藥廠運用多管道行銷之創新商業模式個案分析
    A Case Study of Innovative Business Model for A Global Pharmaceutical Company’s Multi-channel Strategy
    Authors: 陳瑩縈
    Chen, Sandy
    Contributors: 吳文傑
    Wu, Jack
    陳瑩縈
    Chen, Sandy
    Keywords: 國際藥廠
    多管道行銷
    創新商業模式
    個案分析
    Global Pharmaceutical Company
    Multi-channel Strategy
    nnovative Business Model
    Case Study
    Date: 2013
    Issue Date: 2014-06-04 14:44:29 (UTC+8)
    Abstract: 國際藥廠運用多管道行銷之創新商業模式個案分析
    Chapter 1 Introduction
    1-1 Research Motivations and Background……………………………….p.1
    1-2 Research Objectives…………………………………………………...p.3
    1-3 Research Methodology………………………………………………..p.3
    1-4 Research Scope and Limitation………………………………………p.8

    Chapter 2 Literature review
    2-1 Business model …………………………………………………….....p.9
    2-2 Innovations…………………………………………………………..p.15
    2-3 Multichannel marketing……………………………………………..p.25

    Chapter 3 Analysis of pharmaceutical Industry
    3-1 Overview of the Global pharmaceutical industry and current challenge……………………………………………………………………p.33
    3-2 Introduction of Taiwan pharmaceutical industry…………………..p.38
    3-3 Introduction Taiwan National Health Insurance Administration Ministry of health and welfare, and reimbursement policy impact to pharmaceutical industry……………………………………………………………………..p.40


    Chapter 4 case analysis
    4-1 case introduction………………………………………………………p.45
    4-2 data analysis (MCM execution pre-analysis and introduction)……….p.51
    4-3 sub conclusion…………………………………………………………p.62

    Chapter 5 Conclusion and suggestion………………………………………..p.66
    Reference……………………………………………………………………..p.68
    Reference: 1. Y.C Hu 2013 製藥業之新行銷模式-多管道行銷通路研究
    2. IFPMA 2012, The pharmaceutical industry and global health
    3. 2012 IMS data
    4. Feagin, Orum, & Sjoberg, 1991 , A case for the case study
    5. Stake, R. (1995). The art of case research. Newbury Park, CA: Sage Publications.
    6. Yin (1993) An investigation into individual trust development
    7. Denzin, N. (1984). The research act. Englewood Cliffs, NJ: Prentice Hall.
    8. Yin, R. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage Publishing.
    9. Levy, S. (1988). Information technologies in universities: An institutional case study. Unpublished doctoral dissertation, Northern Arizona University, Flagstaff.
    10. Magretta (2002). Harvard business Review May 2002, Why Business models matter?
    11. Teece . (2010), Business Models, Business Strategy and Innovation
    12. Osterwalder .(2010), The Business Model Canvas nonlinearthinking.typepad.com, July 05, 2008. Accessed Feb 25, 2010.
    13. Timmers and Paul ,(1998). Business Models for Electronic Markets
    14. Shafer, Smith and Linder , (2005), The power of business models. Business Horizons, 48(3), 199.
    15. Bossidy and Charan ,(2004), Confronting Reality
    16. Trott, Paul (2008), Innovation Management and New Product Development, 4th ed., Pearson Education Limited.
    17. Van der Aa, Wietze and Tom Elfring (2002),“Realizing Innovation in Services,”Scandinavian Journal of Management, 18, 155-171.
    18. Drejer, Ina (2004), “Identifying Innovation in Surveys of Services: a Schumpeterian Perspective,” Research Policy, 33, 551-562.
    19. Gadrey, J., F. Gallouj and O. Weinstein (1995), “New Modes of Innovation. How Services Benefit Industry,” International Journal of Service Industry Management, 6(3), 4-16.
    20. Windrum, Paul and Manuel Garcia-Goni (2008),“A Neo-Schumpeterian Model of Health Services Innovation,” Research Policy, 37, 649-672.
    21. Sundbo, J. (1994), “Modulization of Service Production and a Thesis of Convergence between Service and Manufacturing Organisations,”Scandinavian Journal of Management, 10(3), 245-266.
    22. Gallouji, F. and O. Weinstein (1997), “Innovation in Services,” Research Policy, 26, 537-556.
    23. Coombs, R. and I. Miles (2000),“Innovation, Measurement and Services: the New Problematic,”in Metcalf, J. S. and I. Miles (Eds.), Innovation Systems in the Service Economy, Measurement and Case Study Analysis, Kluwer Academic Publishers, Boston, pp. 85-103.
    24. Schumpeter, J. A. (1934), The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, Harvard University Press, Cambridge, MA.
    25. Dosi, G. (1982), “Technological Paradigms and Technological Trajectories, A Suggested Interpretation of the Determinants and Directions of Technical Change,” Research Policy, 11, 147-162.
    26. Strauss and Frost, 2006, Methodology for customer relationship management, Journal of Systems and Software Volume 79, Issue 7, July 2006, Pages 1015–1024
    27. Kalakota and Whinston (1997), Electronic commerce
    28. Michell et al (1998), Standardized marketing mix model
    29. McCarthy et al., (1987). Explicating an Evidence-Based, Theoretically Informed, Mobile Technology-Based System to Improve Outcomes for People in Recovery for Alcohol Dependence
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    100933016
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100933016
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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