台灣學名藥公司國際化策略之研究

隨著人口老化和經濟成長，醫療支出隨之成長，而藥品為醫療支出主要項目，各國皆以各種手段控制藥價支出，最重要的方式就是學名藥使用，既可有效抑制醫療支出，亦可保障民眾基本醫療權利。近年中美貿易戰和新冠肺炎影響，也讓各國政府對於藥品供應及產業鏈發展開始高度關注。台灣早在70 年代初，就意識到生技製藥產業重要性，歷經多年發展，台灣產業不斷的投資藥品品質管理由GMP、cGMP到加入PICs，來加強台灣藥品生產品質與高法規國家同步，財務上也透過獎勵、減稅生技條例和放寬上市等獎勵，和國發基金等資金直接投資於產業公司。歷經近一甲子的努力，尚未培養出大型國際化藥品公司。本文試著回顧台灣藥品產業及公司的發展，分析國際學名藥產業價值鏈，以SWOT檢視台灣藥品產業狀態，和Porter五力分析、國家競爭優勢鑽石理論模型，分析國際成功學名藥公司和台灣的發展差異，進而發展出一套適合台灣藥廠進入國際市場可行的策略方法。本研究認為，透過收購成熟期的國際藥廠品牌，進入區域的跨國市場，再以此成熟品牌為基礎，發展品牌學名藥、保健品等品牌延伸策略，是台灣廠商進入國際化藥品市場的可行的策略方法。最後本文以真實案例模擬方式，經由產品、步驟、區域和方法演練策略的可行性。以期對台灣藥品國際化找出一條可行的策略路徑，以建立更具競爭優勢的產業鏈。

關鍵字

學名藥；國際化；製藥業；發展策略

並列摘要

Following population aging and economy growth, drug cost is major contribution in medical expenditure. It is important method to protect humane through generics substitution to control medical cost growth. In recent years, the government awareness of drug supply and localization as key issues are lead by China-United State trade war and COVID happened. Taiwan government had aware the importance of biotechnology and pharmaceutical industry through upgrade regulatory affairs like GMP, cGMP and PICs to global standard and also support finance through compensation, tax reduction and direct investment by national fund form 1970. After 60 years effort, we still did not develop big multinational pharmaceutical companies from Taiwan. In this article, we try to review industry and company development history but also analyze the situation by Porter five force analysis and national diamond model. Based on this study, we would conduct a suitable strategy for Taiwan pharmaceutical company to enter global market. In this study, we developed the strategy through acquisition mature brands then extension of brand to new generics, food supplement to build up umbrella brand portfolio in target territories. Finally, we practice the development process based on real case to validation of the possibility of proposed strategy and hope to find a way for Taiwan pharmaceutical company could successful globalization to build up stronger industry value train and protect health welfare of Taiwan.