- 學位論文
製藥業服務創新之實證研究─行銷經理之觀點
An Empirical Study of Service Innovation in Pharmaceutical Industry -Marketing Manager’s Perspective
摘要
台灣的製藥業發展，面臨國內外環境的劇烈變遷及競爭、市場結 構的改變，行銷經理不斷的創新的服務，才能使企業從競爭中脫穎而 出，為企業帶來更多獲利的機會、台灣的製藥業者與行銷經理為了求 生存與成長、甚而期望永續經營，藥品行銷致力於創新之路就愈來愈 重要了，行銷經理人向來是企業內對環境脈動追最具敏感性之主管， 創新的原點向來是來自顧客的需求，因此創新能帶來全新的視野及獲 利的契機。 服務業為台灣產業發展的主力，「服務創新(Service innovation)」 是一項關鍵要素，企業為了要銷售產品與協助消費者使用或交易過 程，所衍伸出的各種活動、效益或滿足，服務業及管理學界的一門新 學，企業經營者無不趨之的投入研究，然而提高新服務創新有其困難 度，故服務業者欲進行創新時，最好能夠先深入了解服務所具備的特 性，方能在進行創新時更加得心應手。 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。
並列摘要
The development of pharmaceutical industry in Taiwan was challenged by rapid transition, harsh competition from home and abroad, and changes of market structure. The marketing managers should continuously make innovations on service to lead the enterprises to gain advantages in the competition and acquire more profitable opportunities. Innovation in pharmaceutical marketing became more and more important for practitioners and marketing managers with expectations to survive, grow or even achieve sustainable management. Marketing managers usually are the most trend-sensitive executive in an enterprise, since the origin of innovation normally came from the demand of customer, therefore innovation could also brought a whole new vision and profitable opportunity. Service industry was regarded as the motive power of industrial development in Taiwan in which “service innovation” serving as a key factor. The concept of service innovation is emerging in service industry and management academic field, which defined upon the activities, benefits or satisfactions expanded from the transaction process for enterprises to sell products or provide services. Most managers showed high willingness to devote in such research field. Since it was not an easy task, therefore when conducting innovation, it is suggested that the practitioners may deeply realize the characteristics of service in advance, to make the whole innovation process more smooth and successful. This research adopted methods of literature review and expert interview and adopted AHP (analytic hierarchy process) to calculate the weights of each dimension through the questionnaires recycled, and further made conclusions and recommendations.