SGLT-2類抗血糖用藥之行銷策略研究

本論文的個案公司是生技製藥公司，專長於新藥研發及銷售推廣，台灣公司主要進行藥品的銷售及藥品臨床試驗服務。本研究透過實務分析，探討個案公司抗血糖用藥部門的行銷策略增加營收成長並強化本身的競爭優勢。本研究先利用SWOT分析實務案例公司所處生醫產業的現況與特性，再運用平衡計分卡有系統地分析案例公司的策略地圖。針對個案公司探討營運成長在平衡計分卡四個構面的策略驅動因素，並進行策略驅動因素之間的因果邏輯關聯分析。因應上述之因果邏輯之關聯分析，繪製策略地圖並推擬策略建議。藉由策略地圖的分析，對個案公司所提出行銷策略的行動方案有四：1.對於新推出(Xigduo)及現有產品(Forxiga)訂定明確的產品定位，推進及早使用，擴大市佔率；2.最大化新推出產品(Xigduo)在各階級醫院採購使用，首重地區醫院；3.待上市產品(Qtern)的各院採購佔比須優於他家競爭品；4.聚焦醫學中心/地區醫院的成長機會。本論文之研究成果期望，提供個案公司後續行銷策略推動的參考。

關鍵字

策略規劃；平衡計分卡；策略地圖；抗血糖用藥；行銷策略

並列摘要

The case study in this thesis focuses a biopharmaceutical company. We are interested the marketing strategy to gain significant growth in revenue and enhance the competitive advantage for the case company. This study first accessed the environmental analysis and characteristics of biopharmaceutical industry via SWOT analysis, and then, applied Balanced Scorecard to derive the marketing strategy for the case company. We conducted thorough examination on the strategic driven factors in the framework of Balanced Scorecard (namely, financial perspective, customer perspective, internal business processes perspective, learning and growth perspective), and came up with a comprehensive Strategy Mapping by linking the strategic driven factors between neighboring perspective using logic causal analysis. With the implication of our Strategy Mapping, this study proposed four strategic action items for the case company as follows. First, drive the revenue growth of Forxiga / Xigduo with different positioning for early use. Second, maximize the access of Xigduo, especially in Area Hospitals. Third, launch of QTERN surpasses over other products of competitors. Fourth, focus on growth opportunities from Medical Centers and Area Hospitals. The analyses of this study serve as good references of action items of marketing strategy for the case company.