製藥業內外部客戶對數位化銷售管理系統科技接受度 之研究-以台灣 P 公司為例

Analyzing Internal and External Stakeholders’ Acceptance of Digital Technologies in the Pharmaceutical Industry: The Case of P Company in Taiwan

高悦(Yueh Kao)

指導教授 ： 黃恆獎

國立臺灣大學/進修推廣學院/生物科技管理碩士在職學位學程/碩士(2021年)

https://doi.org/10.6342/NTU202102987

摘要

P 個案公司是全球性的生物製藥公司，營運據點橫跨全球 129 個國家，為國內最大的跨國藥廠;過去 P 個案公司在台灣的業務經營模式大多是由業務人員直接 面對面與醫生接觸，傳統上製藥業的業務開發模式與客戶關係管理模式也大多是 採取直接面對面的溝通方式;然而隨著全球製藥業數位化轉型的趨勢，以及受到這波 COVID-19 疫情的影響，加速 P 個案公司針對業務面向投入數位科技導入的決心，然而數位化轉型的過程中必然會面臨到許多流程面、營運面、功能面、顧客面與人員適應等各方面的阻礙。
因此，本研究以製藥業發展趨勢與數位化等次級資料、P 個案公司內部業務人員(主要操作系統的部份)與外部客戶(醫師)深度訪談等資料收集分析方式，藉此分析 P 個案公司所屬製藥產業所面臨之數位轉型趨勢;以及運用科技接受模式進一步分析影響 P 個案公司內外部利害關係人對數位科技系統的知覺有用性、易用性與使用意圖的外在因素;最後根據 P 個案公司之數位科技系統導入現況與問題，分別從流程面、營運面、功能面、顧客面與人員適應等面向提出未來的改善建議與調整作法。
因此，本研究以製藥業發展趨勢與數位化等次級資料、P 個案公司內部業務人員(主要操作系統的部份)與外部客戶(醫師)深度訪談等資料收集分析方式，藉此分 析 P 個案公司所屬製藥產業所面臨之數位轉型趨勢;以及運用科技接受模式進一步分析影響 P 個案公司內外部利害關係人對數位科技系統的知覺有用性、易用性與使用意圖的外在因素;最後根據 P 個案公司之數位科技系統導入現況與問題，分別從流程面、營運面、功能面、顧客面與人員適應等面向提出未來的改善建議與調整作法。

關鍵字

科技接受模式 ； 資訊系統成功模式 ； 數位化 ； 製藥產業

並列摘要

P company, the case company, is a global biopharmaceutical company and Taiwan’s largest multinational pharmaceutical factory with its overseas marketing network spreading over 129 countries. The previous business model adopted by the case company in Taiwan is the direct face-to-face contact between business personnel and doctors. Traditionally, direct face-to-face communication is commonly seen as the business development model and customer relationship management model in the pharmaceutical industry. However, with the trend of digital transformation of the global pharmaceutical industry and the impact of the COVID-19 epidemic accelerated P’s determination to introduce digital technology to its business. In the process of digital transformation, there are inevitably obstacles in many aspects, such as process, business, function, customer and personnel adaptation.
Therefore, based on the secondary data of the pharmaceutical industry such as development trends and digitalization, this study, by collecting data through in-depth interviews with internal business personnel (mainly operating the system) and external customers (physicians), analyzes the trend of digital transformation in the pharmaceutical industry of P company. This study also analyzes the perceived usefulness, ease of use and intention to use of internal and external stakeholders of the case company to the digital technology system by the technology acceptance model. Finally, this study, based on the current situation and problems in introducing the digital technology system by P case company, proposes future improvement suggestions and adjustment methods from the aspects of process, business, function, customer and personnel adaptation.

並列關鍵字

technology acceptance model ； Information system success model ； Digitization ； Pharmaceutical industry

參考文獻

英文文獻

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