探討藥價調查後製藥產業經營策略- 以B公司COPD藥為例

A study of management strategy on the price investigation of medicine -A case study of COPD on B Company

賴孟傑(Meng-Chieh Lai)

指導教授 ： 鄭雅穗

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

全民健康保險在1995年上路以來提供民眾就醫上的方便性及健康的照護，近幾年由於新藥不斷推陳出新、高價藥品的上市、民眾重複就醫、醫院不斷擴建…等因素造成全民健康保險的支出大於收入，礙於健康保險經費增收的困難，只好就藥品支出方面大砍健保藥價，從2000年開始實施藥價調查，今年12月1日實施第七次藥價調整，這對原開發藥廠來說無疑是種威脅，原開發藥廠為了維持因有的利潤，必須思考如何提高自家的競爭力，來維持市場佔有率。因此本研究以SWOT為主軸去分析B公司的COPD(Chronic Obstruction Pulmonary Disease)為慢性阻塞性肺疾病(以下簡稱COPD)藥在2001年上市後面臨公司內部相較之優勢與劣勢，相對於公司外部之機會點與威脅，接著藉由SCP模型分析Spiriva成功的關鍵因素，2010年已成為醫師在治療COPD患者的首選用藥，這之中的許多策略是值得我們去探討研究的，並提供給相關業者作為經營策略規劃之參考。

關鍵字

原開發藥廠 ； 藥價調整 ； 關鍵因素

並列摘要

The health insurance for whole citizen renders convenience and health-care since 1995. Due to the continuous new developed medicine, high price medicine and repeat consulting doctor….and so on, those factors resulted in the finance of Health Insurance Bureau encountered obstacles. In addition, it seems quite difficult to increase the fees of health insurance that makes the policy to reduce the price of medicine to deal with decreasing the total amount expense. Accordingly, the investigation of medicine has been carried out since 2000. The 7th adjustment was executed since 1, Dec, 2011. This is no doubt that this is a threaten for new developed medicine company. The company should take advantage on enhancing the competition to maintain the profits and keep the market share. The goal of this study is to analyze the medicine of COPD(Chronic Obstruction Pulmonary Disease) through SWOT. The pros and cons are compared by the exterior opportunity and threaten. Then, the SCP model will be applied to understand the factor the key factor why Spiriva is success. That is, this medicine is the first priority treatment for Doctors to handle the illness of COPD. The strategies among the process are worth for us to understand. It also provides a good reference to associated companies on their plan and management.

並列關鍵字

The original development of pharmaceutical ； Adjust drug prices ； The key factor

參考文獻

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