以策略行銷分析架構探討OTC眼藥水品牌發展策略-以TS製藥公司為例

Research on OTC eye-drop brand development strategy using strategic marketing analysis framework -A case study of TS pharmaceutical company

劉唐佑(Liu Tang-Yu)

指導教授 ： 郭維裕

國立政治大學/商學院/經營管理碩士學程(EMBA)/碩士(2022年)

https://doi.org/10.6814/NCCU202201306

摘要

近年，隨著2020年COVID-19的病例爆發，全球經濟發展呈現趨緩，造成世界供應鏈產生轉變，世界衛生組織亦加注標示此病毒的傳染速度及其變異，使得全世界的生活型態劇烈地改變，從原物料、製造業、半導體…等產業，經伴隨著全球供應鏈的影響下，受到強迫式的進化及改革。至今已2022年，然而對於人類所有的經濟活動，在全球疫苗的急速發明下，大多數的國人皆已接受至少1-2劑的疫苗注射，希望能透過接種疫苗的情況下逐漸回復到正常生活型態。此次的公共衛生醫療事件，仍然持續發生中，在醫療的相關產業上，所受到的波動也非同小可，唯整體市場的經濟量體則上不斷上升中。

眼睛是人類重要器官之一，在生活日常中每一個動作中皆會搭配使用到，隨著日新月異的時代，無論是閱讀、工作、娛樂…等面向發展，眼睛的使用程度已大幅提升，相對來說，造成眼部所衍生出來的文明病案例，也日積月累的不斷加速累積。現代人的生活更因COVID-19爆發後，在教育端所產生的遠距教學、工作上轉變為居家工作、娛樂型態包含手遊及追劇…等靜態使用眼睛的比例產生爆發式成長。根據2019年，中華民國眼科醫學會曾經發布「全民護眼趨勢調查」，在1088筆的分析資料發現，國人每日使用3C產品的平均時間為10.7小時，其中顯示電腦使用時間從4.2小時增長至4.9小時，智慧型手機則從3.3小時增長至3.6小時，而小朋友擁有第一隻手機的平均年齡則為10歲。

大部份國人在眼睛產生酸、癢、乾、澀的時候，少部分的人會選擇去診所或醫院檢查，相對到藥局自行購買眼藥水的比例較多，更甚至在疫情之後，因為眼睛使用程度提升，使得眼藥水使用比例也持續增加；又，我國人口自2020年起，出生與死亡人口正式出現死亡交叉，老年人口逐漸增加的情況下，因眼睛器官亦隨著年齡的增長下，陸續產生眼睛在使用上耗損、退化及病變的情況，如日本的老年人口結構對比眼藥水的使用程度，可作以借鏡，因此使得眼藥水的需求增加又多了一個實際因素。
本研究結果認為未來我國眼藥水市場將會持續產生爆發式成長，藉由本論文之分析TS公司品牌發展過程，能夠找出未來的OTC用藥領域的商機拓展之外，同時亦藉由本研究的過程徹底了解OTC眼藥水的實際市場狀況。

關鍵字

眼藥水 ； 視力 ； 非處方箋

並列摘要

Recently, global economic growth to slow caused by the COVID-19 pandemic outbreak in 2020, it made supply chain system transferred to a new evolution. World Health Organization marked the infection rate, and its viral mutation has dramatically affected lifestyles in the whole world, from those impacts of the industry of material, manufacture, semi-conduct in the global supply chain, they are forced to evolution and revolution. For now, COVID-19 vaccines were developed rapidly worldwide, most people in Taiwan today have received at least one or two doses and hope socio-economic and living conditions will gradually return to normal through vaccination. This public hygiene event is still ongoing and the fluctuations in the medical related industries are also very significant, but the overall economic volume of the market is increasing.

The eyes are one of the most important organs of human beings, and they are used in every action of our daily life. With the ever-changing times, whether for reading, work, entertainment, etc., the use of the eyes has increased dramatically. In contrast, the cases of civilized diseases derived from the eyes have been accelerating day by day. Modern people live switch to the modern lifestyle since after the outbreak of COVID-19, the proportion of static eye use in education, work from home, entertainment including video games and drama, etc. has exploded. According to the "National Eye Protection Trend Survey" released by The Ophthalmological Society of Taiwan in 2019, it was founded in 1088 analyses that the average daily use of 3C products by nationals spent 10.7 hours, which showed that the time spent on computers increased from 4.2 hours to 4.9 hours, smartphones increased from 3.3 hours to 3.6 hours, and the average age of children owning their first mobile phone was from 10 years old.

When most nationals have sore, itchy, dry, or astringent eyes, fewer people choose to go to clinics or hospitals for checkups than to buy eye drops from pharmacies, even during the epidemic, because of the usage of eyes was increased, the proportion of using eye drops has led to a continuous increased; in addition, since 2020, our country's population has officially crossed the number of births and deaths, and the elderly population has gradually increased, Consumption, degeneration and pathological changes of the eyes have occurred one after another. For example, the elderly population structure in Japan can be used as a reference for the use of eye drops. Therefore, the increase of demand for eye drops has an additional practical factor.

The results of this study conclude that Taiwan eye drops market will continue to explosive growth in the future. By analyzing the brand development process of TS company in this study, we can find out the future business opportunities in the field of OTC medication business opportunity, and through the process of this study to find out the actual market situation of OTC eye drops.

並列關鍵字

OTC ； Eye drop ； Vision

參考文獻

中文部分

1.The Fred Hollows Foundation，《刺血針》最新報告：視障和失明人口30年間亞洲增幅最高，上網日期2022年3月16日，檢自：https://www.hollows.org/hk/latest/%E3%80%8A%E5%88%BA%E8%A1%80%E9%87%9D%E3%80%8B%E6%9C%80%E6%96%B0%E5%A0%B1%E5%91%8A-%E8%A6%96%E9%9A%9C%E5%92%8C%E5%A4%B1%E6%98%8E%E4%BA%BA%E5%8F%A330%E5%B9%B4%E9%96%93%E4%BA%9E%E6%B4%B2%E5%A2%9E%E5%B9%85%E6%9C%80%E9%AB%98，2020年12月4日

2.衛生福利部統計處，世界視覺日衛生福利統計通報，上網日期2022年3月16日，檢自：https://www.mohw.gov.tw/dl-72167-5d45b40c-bf9b-4354-aa47-af1ab9a7fbff.html，2021年10月13日

3.自由時報記者陳昀及李欣芳，死的多 生的少 我人口首度負成長，上網日期2022年3月16日，檢自：https://news.ltn.com.tw/news/life/paper/1424235，2021年1月9日

4.國家發展委員會，高齡化時程，上網日期2022年3月16日，檢自：https://www.ndc.gov.tw/Content_List.aspx?n=695E69E28C6AC7F3