以資源基礎理論探討『永信藥品』國際化策略

Investigating the global strategy of 『Yung Shin Pharmaceutical』by the resource based theory

陳寀囷(Tsai-Chun Chen)

指導教授 ： 李偉權

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

全球化時代來臨，製藥業(pharmaceutical industry)除了面對外在環境的變化，更必須加強管理的能力來處理內部組織的資源配置，以因應全球競爭環境的衝擊下，所衍生的各種營運風險及危機。
在社會需求方面，台灣近年來逐漸面臨少子化和人口結構老年化的趨勢，對於醫藥保健的需求也隨之增加。對製藥業者而言，國內市場無法達到規模經濟。再加上本身技術能力難以有效提升，開拓國外市場不易。而健保法令實施後如藥價基準、藥品再分類、醫藥分業等政策實施，整體醫藥市場可說是生態重整，對製藥業者造成相當大的衝擊。
本研究以『資源基礎理論』(Resource-Based Theory，RBT)為架構，探討國內製藥廠龍頭—永信藥品在面臨外資藥廠及本土藥廠的競爭下如何突圍，不但保持國內製藥界領先地位，並且能以國際化的策略佈局，先後在馬來西亞、美國及大陸等地設立子公司。由於馬來西亞是永信藥品國際化的第一個據點，本研究也著重在分析永信在馬來西亞的設廠決策上，探討企業如何進行策略選擇及資源應用，以達到預期的成長與擴張，確認製業產業的發展與方向，希望藉此瞭解企業核心資源的辨識及操作，探討如何延續資源的競爭優勢進而佈局國際化市場。

關鍵字

製藥業 ； 資源基礎理論 ； 國際化

並列摘要

The coming of globalization, pharmaceutical industry not only has to encounter the change of outer environment, but also has to promote managerial ability to deal with the distribution of resources inside the organization to cope with all kinds of operating crisis and risk raised by the encountering of globalizing competitive environment.
In the need of society, Taiwan is facing a trend of downsizing birth rate and an increasing aging population gradually in the recent years, which also brings up the need for medicine and care. To the pharmaceutical industry, it is believed that the national market can not reach the scaled economy. In addition, the technology can not be effectively improved and so it is difficult to open oversea markets. Furthermore, the practice of health and care regulations such as medicine pricing standard, medicine classification, separation of clinic and pharmacy and so on, causes a reform of pharmaceutical market and brings a great shock to the industry.
The study is based on the Resource-Based Theory, and making an observation to the leader of pharmaceutical industry –Yung Shin Pharmaceutical on how Yung Shin Pharmaceutical can breakthrough the encountering of the competition between the foreign invested pharmaceutical facilities and national pharmaceutical facilities, and still maintain the leading position in the industry, as well, is capable of using the globalizing strategy to setup subsidiaries in Malaysia, States and China. For Malaysia is the first base oversea for A company, the study also emphasizes on the analysis of Yung Shin Pharmaceutical on the decision making of subsidiary setup in Malaysia, to discuss the strategic choice and resource application for an organization in order to achieve the expected growth and extension, and to ensure the development and correct direction of the industry. Then hope to understand the identification and operation of the critical resource in an organization, to further discussion of the moving on into global market by taking the competitive advantage of extensive resources.

並列關鍵字

pharmaceutical industry ； Resource-Base Theory (RBT) ； internationalization

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