摘 要 製藥産業是技術密集、投資報酬率高,屬於高風險的産業,雖然比較不受景氣的影響,但是受政府或法規的限制卻很明顯。台灣於民國八十四年三月一日實施全民健康保險制度後,中央健保局成了西藥産業的最大買家,至九十八年四月為止總投保單位數有67萬8千個,而總投保人數達2291萬人,佔總人口比例99.6%。近年來,醫療費用快速上漲的問題,是全世界所有健保制度共同的難題,台灣當然也不例外。 有鑑於台灣西藥産業日趨競爭的環境,且健保給付制度限制了西藥産業的成長,而原開發廠還得面對學名藥的挑戰,這年來外商西藥公司的成長幅度已大不如前。本研究之目的在於探討目前在台灣地區較具規模的五家外商西藥公司,就其獎金制度的不同,以展望理論的模式來分析其獎金制度設計的原理及可改進的方法,提供外商西藥公司的管理者,日後在獎金制度的設計上有所參考,在競爭激烈的環境中找出因應之道。 獎金制度的制定是否具有激勵的強度,取決於許多面向,包括了績效目標與銷售人員達成程度、設定特定目標下所造成的道德風險與風險承受度等等。本研究藉由訪問許多個案公司,以展望理論探討其中管理意涵。 本研究之研究步驟為確立研究方向,廣泛的搜集產業相關之次級資料,資料來源為衛生署、健保局、生物技術開發中心IT IS計畫、工研院相關報告、工商時報、經濟日報,以了解產業現況,且以展望理論及激勵理論等相關文獻,做有系統的分析及資料整理後,設計深度訪談的問題並進行個案公司之深度訪談。 關鍵字:展望理論、激勵理論、銷售部隊管理。
Abstract According to saturated interviews with several pharmaceutical marketing teams in Taiwan, our research found that the incentive design plays important roles on the performance of pharmaceutical sales forces. However, there are several trade-offs between the pursuit of performance and the risk caused by the incentive system. Firstly, because of the existence of multitask problems in the team of sales force, the design of the sales force incentive system should avoid the moral hazard problem which is derived from the strong incentive in some limited tasks, especially those tasks which their performance is easily to be measured. Secondly, although keeping away from providing strong incentive on some limited tasks is a necessary elements in the design of incentive system in pharmaceutical sales force, the ambiguous performance evaluation will also hurts the motivation of sales force. For example, a lofty objective will discourage sales forces to achieve their performance. Thirdly, the balance between the short-term and long-term incentive has to be taken into consideration. Pushing the sales force to pursuit the long-term incentive first can reduce their risky business behaviors and mitigate the uncertainty which sales force faces. Fourthly, according to the prospect theory, dynamic adjustment of the psychological reference points of gain or loss to sales forces helps the sales managers to design an appropriate task motivation to sales forces.