跨國製藥藥廠在台灣之成長競爭策略研究， 以A公司為例

A business case of growth and competitive strategy for international pharmaceutical companies in Taiwan

黃峙銘(Chih-Ming Huang)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2015年)

https://doi.org/10.6843/NTHU.2015.00436

摘要

製藥產業主要分為專利藥藥廠與學名藥藥廠，前者需要投入大量的資金用以研發新的藥品，且面對失敗的風險；後者主要以價格為競爭工具，以生產已過專利期保護的藥品為主。
台灣為以健保市場為主的市場，中央健保局擁有最大的議價權利以決定藥價，而且為控制健保支出的成長，健保局更訂定多種的藥品管理政策，意在減少藥品支出及降低藥品價格，其中藥價調查與調整、藥品核價機制、總額預算控制等政策，均對跨國專利藥藥廠在台灣的銷售，有重要的影響。另外面對來自學名藥廠的競爭，跨國專利藥藥廠也面對極大的挑戰，不管是保護價格，或者是維持市占率。
本研究為以在台灣某跨國藥廠為對象，以文獻分析及員工訪談的方式，藉由PEST、五力分析、安索夫矩陣分析等，了解個案公司之競爭優劣勢及在台灣市場未來發展的策略與利基市場。
藉由多面向的分析後可以發現，個案公司目前因產品結構的關係，受到學名藥藥廠的強力競爭，且加以產業與政策均向低成本策略靠攏，著實不利於個案公司長久的發展，所幸目前該公司仍保有研發上的優勢，持續有新專利產品投注於市場，但仍須加速市場滲透的程度，以提高競爭者的進入障礙，對於未來重要的新疾病領域與產品，應持續以專精策略的角度，創造利基市場，以對抗其它的競爭力量，提供利潤，方可以讓個案公司持續在台灣的市場中永續發展，並持續為病患導入新的治療藥物。

關鍵字

專利藥藥廠 ； 學名藥藥廠 ； 五力分析 ； 安索夫矩陣

並列摘要

Pharmaceutical industry is categorized as two systems, R&D based pharmaceutical companies and generic pharmaceutical companies. The R&D based pharmaceutical companies need to invest huge capital and resource to develop new drugs and face big risk of failure. The generic pharmaceutical companies rely on price competition to gain market share via production of patent-off drugs.
Taiwan market is a reimbursed based market. The Bureau of National Health Insurance (BNHI) has the biggest bargaining power to determine the medicine reimbursement price. To control growth in healthcare cost, BNHI announced several medicine management policies to reduce cost in medicines and price of medicines. Three of those policies, medicine price survey and adjustment, reimbursed price negotiation process and global budget control, reveal huge sales impact in those international R&D based pharmaceutical companies. Furthermore, international R&D based pharmaceutical companies also face great challenge from those generic pharmaceutical companies no matter in price protection or reservation of market share.
This study is to understand competitive advantages and disadvantages of an international R&D based pharmaceutical company in Taiwan via publication analysis and employee interviews. Meanwhile, this study also try to define future development strategy and potential niche market via PEST analysis, Five-force analysis and Ansoff mix analysis.
Through comprehensive analysis to find out that this company faces strong competition from generic companies due to its product mix structure. Especially, low cost is the key strategy within industry and governance which hold back its long term business development. Fortunately, this company still preserve good advantage in R&D and continue to launch new patented products into market. However, this company needs to speed up the market penetration of those new launch products and raise the entry barriers to competitors. At the same time, this company should keep " focus strategy" to develop its potential new product pipelines and create niche markets for them. With this strategy to overcome other competitive forces and generate profits to enable this company presenting consecutive growth and new product launch for Taiwanese patients.

並列關鍵字

international pharmaceutical company ； generic pharmaceutical company ； five force analysis ； Ansoff matrix ； PEST

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