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  • 學位論文

台灣原料藥廠產品行銷策略之研究-以C公司降血脂藥為例

A Study on Marketing Strategy for the Products of API Manufacturer in Taiwan-Antidyslipidemics of C Company as Case Study

指導教授 : 李正文

摘要


生物科技是二十一世紀國際化的明星產業,而生技醫藥也是當今許多先進國家積極開發的重點項目之一,我國政府目前推動的「鑽石行動方案」,要旨在提升台灣生技產業於國際市場的競爭力。 隨著人類生活水準提高,飲食習慣的改變,造就了些許現代的文明病,如心臟病、高血壓、中風等心血管疾病,亦被視為重大疾病。依據生物技術開發中心2011年的統計中指出,全球前二十大藥品中以心血管(降血脂、降血壓、血栓)用藥為大宗,而輝瑞藥廠的Lipitor居冠,近2千萬美國人定期服用降膽固醇藥。 本研究以國內生產降血脂原料藥之C公司為個案研究對象,該公司近年來之營收雖逐漸成長,但仍面臨產業的環境變化及國際市場上同業競爭的壓力。本研究藉由策略相關文獻及產業與產品市場概況等次級資料的整理,以Porter的鑽石模型進行產業分析,並運用STP模式和Ansoff矩陣當基礎架構探討產品行銷策略,了解內、外部的環境狀況找出企業的競爭優勢,並探討個案公司之優、劣勢及其未來經營策略,以供個案公司、業界及政府參考。 本研究經個案分析探討,發現C公司具有:獨特的合成發酵生產技術、可承接委託研發能力的研發團隊,10年以上優良產品製造規範之生產經驗,以及歷經美、歐、日等法規嚴謹的國家政府查廠通過。為國內品牌之原料藥廠,行銷網絡遍及美國、歐洲及日本等成功關鍵因素。但現行策略存在有:產能及生產空間不足,高品質高成本、獲利能力未充分發揮等問題。 因此本研究針對C公司提出六項建議:(一) 全品項GMP認證規劃;(二) 規模經濟計畫之達成;(三) 策略聯盟,強化研發技術;(四) 專注於製程難度高、批次產量小之新藥市場;(五) 搶攻Paragraph IV市場,爭取高利潤營收;(六) 建立良好客戶關係。

並列摘要


Biotechnology is the “star industry” in 21st century. And Bio-pharmaceutical is one of the most important programs that developed countries have put a lot of effort into it. Taiwanese government has been implementing “Diamond action plan” presently to improve Taiwan competitiveness in global market. Along with the change of human’s lifestyle and diet habits, some diseases of civilization such as cardiopathy, hypertension, apoplexy occurred and were regarded as serious diseases. According to the report from Development Center for Biotechnology in 2011, cardiovascular drugs (Antidyslipidemics, Antihypertensives, and thrombosis drugs) were ranked in global Top 20 drugs and Pfizer’s Lipitor was no. 1. Nearly 20 million American had Antilipidemic drugs regularly. In this study, we used analytical methods to conduct a case study of Company C who has produced Antidyslipidemics as API manufacturer in Taiwan. In recent years, although the sales of this company has gradually increased and matured, it still has to face enormous pressure due to the changing circumstances in the industry and numerous competitors in global market. This study firstly examines and arranges the relevant literature of strategy, of pharmaceutical industry, and market situation as secondary data. The framework of this study is by using Michael Porter’s diamond model to analyze the industry, STP (Segment, Target and Position) strategies and Ansoff Matrix to develop the marketing strategy for Antidyslipidemics of the case company. Via realizing the internal and external environment of the company, it is helpful to find out the competitive edge of the case company. Then this study explored the strength, weakness, and future management strategies of the company, so as to furnish the companies and academics with resource materials. After case study analysis, the successful key factors of the case company are:Unique synthesis & biotech technology; Strong R&D team for CRO (Contract Research Organization);Over 10 years of cGMP manufacturing experience;Passed the inspections by the authorities of US, EU, and Japan and ect.;A branded API manufacturer in Taiwan;The marketing network throughout US, EU, Japan and other countries. However, the difficulties of current tactics are:Insufficient production capacity and space;High quality but high production costs;Insufficient profit-making ability. From research aimed at Company C, we have gleaned six suggestions for functional improvement:(1)Program the GMP inspections for all products;(2)Implement economies of scale on schedule;(3)Strategic alliance to enhance R&D technology;(4) Focus on high-tech and small batch size manufacturing processes for new drugs to become the distinguishing feature;(5)Specialize in Paragraph IV market to strive for high-profit margin;(6) Build good relationship with the customers.

參考文獻


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林孟輝(2004),競爭策略與品牌策略類型配適對品牌權益關係之研究,中原大學企

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黃慧宜(2017)。籃球教練領導行為對球員組織認同及權力距離之研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-2712201714442659

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