台灣學名藥廠拓展日本醫藥品市場商業模式之研究-以T藥廠為例

日本醫藥品市場為全球排名第三大國，亦為台灣醫藥品製劑前三大外銷出口國，台日友好合作關係密切，在日本安倍經濟學各種經濟政策及促進學名藥使用等政策推行之下，總體環境對於日本內需醫藥品市場逐漸增加，使得日本本土及海外藥廠紛紛加入戰局，競爭更加激烈。醫藥品產業為帶動經濟成長不可或缺之高門檻核心產業，產品開發時間及生命週期長，上下游產業鏈複雜，專業分工細膩，從原料、製劑製造、試驗、登記、至銷售端，每一個環節都受到衛生主管機關嚴格的管理規範。在台灣雖然同樣受政策法規侷限，一旦能提升生產研發技術拉高門檻，跨出國際市場，一開始並非打自我品牌而是從較低門檻的委託代工進入先進國家市場。確認目標產業在地主國處在生命週期的初期階段，及沒有專利侵權時，凡產品能符合先進國家法規要求及認證，即能獲得更高的毛利率。台灣學名藥廠要拓展國際醫藥品市場時，自身的思維必須轉變，不能僅看短期五年內能否損益平衡，需以宏觀長線的眼光，拋開傳產的舊思維，運用差異化將用戶體驗做為核心，與客戶互利串接，開發新創產品模式做好客戶服務，方能在封閉性醫藥品市場中開創出新的思維。本研究藉由探討日本總體經濟情勢、醫藥品市場環境與競爭分析、國際接軌之高標準藥事法規、特有的商業文化及通路商等嚴謹複雜的市場特性，如何突破這些進入障礙面對機會與挑戰拓展日本醫藥品市場，運用個案公司自身優勢，找尋台日醫藥產業新的合作目標，研擬出最合適之商業模式，延續台灣醫藥品拓銷日本市場的商機，為本論文所探討的議題。

關鍵字

學名藥；學名藥廠；醫藥品；商業模式

並列摘要

The pharmaceutical market in Japan is the third biggest in the world, which is also one of the top 3 countries for the Taiwanese pharmaceutical industry export. Taiwan and Japan coordinate closely together. With all the Abenomics economic and the support of the generic drug policies, the overall demand for the pharmaceutical market has increased, making the Japanese and the foreign pharmaceutical companies to enter this competitive market. Pharmaceutical industry is an indispensable core industry with high threshold which drives the economic growth. The drug development processing time, long life cycle, the complexity of the upstream and downstream of the industry chain, the specifications of the work, from the raw materials, pharmaceutical preparation, testing, registration to marketing, every step in the industry chain is strictly regulated by the health authorities. Although it is also strictly regulated by the health authorities in Taiwan, as long as we can improve the R & D technology, entering the international market as OEM (Origin Equipment Manufacturing) instead of using private brand product. If the targeted industry is at the early circle in the country without patent infringement, all the products which meet with the national regulations and accreditations, the gross margin will increase. When the generic pharmaceutical companies in Taiwan expand into the international markets, the old fashioned mindset needs to be changed. Evaluating in the long run instead of focusing on the short term break-even point for the first 5 years. The utilization of the product differentiations which make the user's experience as the core value to connect with the customer mutual benefit, the development of the innovative product models with good customer services, will create the new mindset in the old closed pharmaceutical market. The discussion topic of this study is with the research of the general economic environment in Japan, the analysis of the pharmaceutical market environment and the competitions, the internationally integrated pharmaceutical administration law with high standards, and the unique business culture and the distributors, in order to break through the obstacles, to seize the opportunities and to expand into the Japanese pharmaceutical market using the case company's own advantage and to search the new cooperation goals between the Taiwanese and the Japanese pharmaceutical industries, and to find the most suitable business model, in order to continue to promote the Taiwanese pharmaceutical business into the Japanese market.