外商藥廠組織創新關鍵成功因素之研究 --層級分析法之運用

A Study of the Pharmaceutical Factory’s Key Success Factors of Organizational Innovation --An Application of AHP

董炳煌(Ping-Huang Tung)

指導教授 ： 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2010年)

摘要

藥品產業為近百年興起之產業，我國將其列為「兩兆雙星」新興 產業，且因其產品開發、行銷與其他產業不同，市場供需較不受經濟景氣之影響，尤其在流感疫情流行、高齡化社會，需求反而增加，產業特性較為特殊。自民國八十四年三月一日正式實施全民健康保險，代表著政府極為重視人民的健康醫療，全民健保政策與藥品產業發展息息相關，因此藥品產業如何創新發展，值得深入研究探討。
本研究主要目的在利用外商藥廠組織創新量表，評量藥品行業對組織創新之發展狀況，該量表有助於藥品行業對本身組織創新能力的衡量，做為公司改善創新管理與行銷策略規劃依據。
本研究針對有12家外商藥業廠高階管理者發出「外商藥廠組織創新衡量量表」，共研討出四大主要構面:產品創新、市場新機會、組織結構與行銷策略等，次要構面共計十二項，經由層級分析法分析其相對權重值，結果如下:1.產品創新(0.373 ) 2.市場新機會(0.162) 3.組織結構(0.203) 4.行銷策略(0.262)，依組織創新關鍵成功因素權重結論分析，歸納出下列四個管理意涵與命題發展:
1.我國外商藥品行銷產業鏈發展策略，首重組織創新成效。
2.生技產業服務創新推廣，創新產品價值。
3.積極推動客戶關係管理系統(CRM)，提升產業競爭力。
4.鬆綁相關法令限制，促進產業網路推廣行銷。
本研究目的在建構外商藥廠組織創新的構面及評估指標，進而了解外商藥廠組織創新的能力與水準，本研究結果，符合藥品行業發展現況，可供相關藥廠組織創新改善參考與依據。

關鍵字

創新 ； 組織創新 ； 層級分析法

並列摘要

Pharmaceutical industry was emerging in the nearest century, and was listed in the program of “Two Trillion, Two Star” in Taiwan. Since the product development and marketing pattern was different from other industry , and the market supply and demand were less influenced by economic cycle. In particular, the market demand would contrarily increase under the circumstances of influenza period and the social structure of aging population. Since the official launch of the National Health Insurance (NHI) on March 1st 1995, it emphasized the governmental focus on national’s health and medical treatment. NHI policy and development of pharmaceutical industry was closely related, therefore the direction of innovation and development of pharmaceutical industry was a worth-discussing topic.
The main purpose of this research was to organize an innovative scale through foreign-capital-based pharmaceutical organizations, to evaluate the development of organizational innovation in pharmaceutical industry. Such scale was helpful for measuring the innovative ability of organization in pharmaceutical industry, and serving as the base for innovation management and marketing strategy.
This research adopted the “measuring scale or organizational innovation on foreign-capital-based pharmacy manufacturers” to discuss with the top management team members from 12 foreign-capital-based pharmacy manufacturers, to discuss four main dimensions: product innovation, market opportunity, organizational structure and marketing strategies, and other 12 sub-dimensions. Through AHP (analytic hierarchy process), this research determined the relative weights of each dimension: Product innovation (0.373), market opportunity (0.162), organizational structure (0.203) and marketing strategy (0.262). base on the analysis of the results on organizational innovation performance four suggestions were given as a reference:
1.The initial focus of industrial chain developing strategy for foreign-capital-based manufacturers in Taiwan was organizational innovation performance.
2. Innovation and promotion of biotechnology industry would create a new product value.
3. Aggressive promotion of CRM (customer relationship management) system, to improve industrial competency.
4. Loosen relative regulations, to facilitate the promotion and marketing of industrial network.
The research purpose was to construct the dimension and evaluation index of organization innovation for foreign-capital-based manufacturers, to further realize the innovative ability and quality of foreign-capital-based manufacturers. The results were appropriate as reference of organizational innovation for pharmaceutical manufacturers.

並列關鍵字

Innovation ； Organizational innovation ； AHP

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