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    題名: 臺灣地區藥廠競爭策略形成之分析 : 以外商A公司為例
    其他題名: The analysis of the pharmaceutical industry and competitive strategy formulation in Taiwan : a case study of a foreign pharmaceutical company A
    台灣地區藥廠競爭策略形成之分析 : 以外商A公司為例
    作者: 陳淑妮;Chen, Shu-ni
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    林志鴻;Lin, Jyh-horng;賴錦璋;Lai, Chin-chang
    關鍵詞: 製藥產業;研發技術;策略形成;使命陳述;Strategy Formulation;Mission Statement
    日期: 2008
    上傳時間: 2010-01-11 01:31:47 (UTC+8)
    摘要: 製藥產業為醫療產業中相當重要的一環。近年來政府雖然積極推動科技專案、主導性新產品開發輔導辦法及開發基金投資等,都將製藥工業列為重要的目標,但仍發現國內製藥工業遭遇不少瓶頸,包括國際行銷經驗及能力有待加強、業界力量分散薄弱有待整合。台灣地區國資製藥廠均屬中小型規模,且藥品重疊性高,多數廠商沒有能力研發新藥品,所生產的藥品以失去專利權再經研發的「學名藥」為主。國資廠面臨國內市場規模小、國外市場開拓不易、原料藥自給率偏低、及本身生產不具經濟規模、研發技術能力不足等問題。而加入世界貿易組織更會面臨進口關稅調降,加大其競爭壓力,而壓縮台灣藥廠生存空間。全民健保制度實施後,健保法令的變動、藥價基準、藥品再分類、醫藥分業的相繼實施,使得醫藥市場重分配,亦對製藥業者造成前所未有的衝擊。國資廠未來若無法提高產品競爭力,將會面臨市場逐漸被侵蝕的危機。

    Pharmaceutical industry has been a major role in health care system. Although the government continues to be the impetus for medical research projects, by offering counselling service and establishing investment fund for new products, domestic pharmaceutical firms still encounter great amount of obstacles.Weakness in international marketing strategy and ability, for example, and the industry strength is too diversified and need to be integrated. The drug companies in Taiwan region are middle size in scale, and their products are highly similar. Unable to afford R&D cost, most them manufacture products so-called eneric drugs, drugs that are without patent protection.Government-owned manufacture faces issues such as small domestic market, difficulty in expanding foreign market, low self-supply rate in raw materials, production does not have economies of scale, and lack of R&D ability. Taiwan accession to WTO will lower the tariff and bring more competitions, and further squeeze the room for survival for domestic firms. After the Nation Health Insurance Program established, the changes in regulations, price benchmark, redistribution, clinic/medicine separation had placed unprecedented impact on drug companies. Without improving the competitive edge, domestic firms will lose their market share eventually.

    This thesis will study a case where foreign pharmaceutical company utilized HQ resources, in response to the situation in Taiwan, carried out a internal, external and overall environment analysis, and formulated a feasible and competitive strategy to accomplish a mission statement.By dissecting the foreign company''s analysis process, domestic firms can learn and enhance their strength.
    顯示於類別:[國際企業學系暨研究所] 學位論文


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