台灣市場多國籍藥廠新產品行銷策略上全球化與地方化的比較

THE COMPARISON OF GLOBALIZATION AND LOCALIZATION OF NEW PRODUCT MARKETING STRATEGIES OF MULTINATIONAL PHARMACEUTICAL COMPANIES IN TAIWAN

李仁文(JEN-WEN LEE)

指導教授 ： 蘇婉如 博士

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

近年來，全球化與地方化議題一直為從事國際企業管理者討論的熱門話題，而製藥產業攸關人類生命與企業倫理等嚴肅議題，因此，多國籍藥廠在從事國際行銷全球化過程中，新產品行銷策略擬定上，企業執行高層必須就整體公司運作上考慮將那些行銷項目的決定權必須由總公司總部充分掌握，而那些行銷項目必須將決定權下放給分公司，分公司身為行銷接觸面的第一線，那些項目能由自己決定以契合市場的真實面，於是在擬定行銷策略時彼此有著令人玩味的互動關係。本研究即針對台灣地區多國籍藥廠藥品行銷策略上全球化與地方化的實務作法作一探討。
本研究根據目前台灣地區多國籍企業在制定行銷策略時，總公司與分公司在實務做法上的項目，在制定新產品行銷策略上其總公司與分公司在全球化與地方化考量上作一探討與比較，本研究將多國籍藥廠分為美國廠、歐洲廠與日本廠，探討項目共分八個構面，二十五項問題，針對台灣地區自實施健保後所上市之新產品，對其所屬多國籍藥廠之產品經理或行銷負責人員作問卷調查與面談。
本研究結果顯示，在所有多國籍藥廠中，臨床試驗上與行銷計劃制定過程上呈現出顯著的全球化程度，無任何項目呈現出地方化程度，美國廠在臨床試驗、目標管理、通路策略與行銷計劃擬定過程中呈現出明顯的全球化程度，無任何構面呈現地方化的程度；歐洲廠在臨床試驗、個別醫院通路與行銷計劃制定過程上呈現出顯著的全球化程度，在分公司通路與訓練策略認知上呈現出地方化程度；日本廠僅在臨床試驗的認知上呈現出顯著的全球化程度，在臨床試驗的追蹤者的決定權與價格策略呈現出地方化程度。本研究並在問卷調查後訪談部份受訪者歸納出一些實務上公司進行全球化與地方化時的實務議題，並針對本研究尚待進一步研究的項目做一探討。

關鍵字

行銷策略 ； 多國籍企業 ； 全球化策略

並列摘要

Whether multinational corporations should globalize or localize their operations has become a controversial issue for the practitioners as well as academic scholars of international business. As many multinational firms tend to move toward globalizing their management system and business practice, the top management still have to contend with the issue of whether they should centralize or decentralized the decision making power regarding marketing strategies in local markets. While the headquarters try to figure out how the company may best benefit from delegating some of the marketing decisions to local subsidiaries, the subsidiaries in their close contact with local customers may try to retain the decision-making power on some components of their marketing strategies so that they could better accommodate the specific needs of local markets. As a result, a very interesting relationship is developed between headquarters and subsidiaries in this tug of war for power. This research intends to address the relationship dynamics between the headquarters and the local subsidiaries by making the comparison among multinational pharmaceutical companies in Taiwan with respect to their globalization and localization of new product marketing strategies.
This study involves product managers from U.S., European and Japanese companies in Taiwan. A questionnaire is developed to collect empirical data along 25 major decisions involved in seven major aspects of new product marketing strategies.
According to the results of this study, there is a significant trend of globalization in clinical trials and marketing planning among all firms, significant differences still exist among these firms. The U.S. firms demonstrate a high degree of globalization overall, and have scored particularly high in clinical trials, objective management and marketing planning. The European firms show a higher degree of globalization in clinical trials, hospital channel management and marketing planning, but a significant degree of localization in subsidiary channel management and personnel training. The Japanese firms show a high degree of globalization in clinical trial, but tend to be more localization in follow-up of clinical trials and price strategies. Follow-up interviews are conducted with product managers and shed further insights into the findings. Research limitations and future research directions are also addressed.

並列關鍵字

marketing strategy ； multinational company ； globalization strategy

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