藥品行銷業服務創新之研究─層級分析法之運用

A Study of Service Innovation in Pharmaceutical Industry─Application of AHP

杜芮翔(JUI - HSIANG TU)

指導教授 ： 林傑毓

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2009年)

摘要

台灣藥品行銷業的市場，一直以來都處於激烈競爭的環境中，削價競爭有之、舊瓶新裝有之，不實宣傳亦時有所聞，卻甚少以服務為行銷策略的主軸。服務是無形的商品，更是可提高產品附加價值的無形力量，服務業一環的藥品行銷業，如何能不正眼視之。藥品行銷業所行銷之產品是與消費者健康息息相關的藥品，無論是治療還是保健、強身之用，均攸關人命安全，所以藥品行銷業在服務創新的議題上，更是應審慎待之，負有較其他產業為多的企業責任。
服務創新（Service Innovation）涵蓋範圍極廣，舉凡一切與服務有關之行為均包含之，且其在近年來，已成為服務業及管理學界的一門新顯學，企業經營者無不趨之若鶩的投入研究，此一新興的研究領域，在國、內外的相關研究成果雖有累積，然在服務創新內涵的詮釋與釐清上仍嫌不足，針對藥品行銷業在服務創新問題上運用之研究也寥寥可數，是故本研究期對此做出些許貢獻。
本研究運用了文獻探討、專家訪談等方法，來建構專家問卷，然後以層級分析法（Analytic hierarchy process, AHP）針對回收的問卷計算出各構面的權重，並做出結論與建議。
研究結果顯示，藥品行銷業服務創新以「創新策略」中的「組織E化創新」最為重要；「行銷策略」中以「價格策略推廣」最為重要；「在市場的新機會」中以「對服務提供新屬性」最為重要；「政府法案」以「政府政策」最為重要。

關鍵詞：藥品行銷業、服務創新、層級分析法

關鍵字

藥品行銷業 ； 服務創新 ； 層級分析法

並列摘要

The pharmaceutical market in Taiwan has been in an extremely competitive environment. We can see many cases of price-cutting competition, transforming old one into new one, and unreal promotions, however, few of them are service-oriented promotion strategy. Service is an invisible product, which is an unseen power increasing products’ added value. Being part of the service industry, pharmaceutical industry, must be considered seriously. The product pharmaceutical industry promotes is the pharmaceutical goods which closely related to people’s health. No matter for remedy, health protection or health care, it’s closely associated with people’s safety. Hence, when it comes to the issue of service innovation in pharmaceutical industry, we should take it more seriously and take much business responsibility than others.
Service innovation is a wide range of scale, it contains everything related to service, and it has become a new doctrine over the past few years. All business runners put great efforts on studying this brand new field. Though we can find certain related studies abroad as well as domestic, it still less than expected when it comes to the description and clearness on definition of service innovation. Besides, the researches which focused on the issues of applying service innovation to pharmaceutical industry are not abundant. Therefore, this study is expected to make some contributions.
The study uses the approach of literature-review, experts-interviewing to form the expert questionnaire survey, and adopts analytic hierarchy process（AHP） to figure out the weights of all dimensions from returned questionnaires, and make conclusions as well as suggestions at the end.
The study indicates as below: as far as pharmaceutical industry’s service innovation is concerned, “Organization E Style Innovation” from “Innovation Strategy” is the most important; it is the same for “Price Strategy Promotion” from “Marketing Strategy”; “Provide Service with Newness” from “Among New Chances of Market”; “Government Formulate Policy” from ”Government Bill”.

Keywords: Pharmaceutical Industry, Service Innovation, Analytic Hierarchy Process（AHP）

並列關鍵字

Pharmaceutical Industry ； Service Innovation ； Analytic Hierarchy Process（AHP）

參考文獻

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