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題名 | 臺灣西藥市場通路發展之縱貫性研究=The Longitudinal Study of Taiwan Pharmaceutical Marketing Channel Development |
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作者 | 詹定宇; 蔡穎吉; Chan, Ding-yu; Tsai, Yin-chi; |
期刊 | 中國行政評論 |
出版日期 | 20040600 |
卷期 | 13:3 2004.06[民93.06] |
頁次 | 頁161-184 |
分類號 | 418.41 |
語文 | chi |
關鍵詞 | 西藥市場; 通路發展; 縱貫研究; 策略群組; Pharmaceutical marketing; Channel development; Longitudinal approach; Strategic group; |
中文摘要 | 本文採回顧式縱貫研究法,以全民健保的開辦為基準將研究期間(16年)分成兩個階段,並以西藥業者中之策略群組為分析單位,藉由次級資料蒐集及深度訪談,選定內外部共五個觀察要項,探討行銷通路的發展歷程,進而導入命題,做為西藥產業及通路業者之參考。研究發現,台灣西藥市場之研究宜以策略群組分析之;由於政府轉診制度推行失敗與民眾就醫行為改變,導致西藥市場集中在醫院;業者為了強化控制及接近市場,紛紛向前垂直整合;學名藥業者由於醫院市場不易於短期內突破進入障礙,持續深耕診所市場;「雙軌制」的醫藥分業,導致藥局市場持續衰退。 |
英文摘要 | Based on the longitudinal approach of retrospective panel design, this article adopts strategic groups as research cases regarding the pharmaceutical marketing for sixteen years. This time frame is divided into two periods, delineated by the declaration of the National Health Insurance. A total of five internal and external factors are discussed by means of secondary data collection and interviews. The development of marketing channels is carefully observed and accordingly applied to the pharmaceutical marketing and channel corporations. Studies show that pharmaceutical marketing should be studied through considering channel goals and operating styles, two different kinds of strategic groups (innovator and imitator) can be established. Owing to the failure of referral system and the change of medicament in hospital; in order to desire for controlling and to access the market, strategic groups try to vertical integrate; generics still focus on the clinics; because of the failure of separation profession of pharmacy from medicine, pharmaceutical clinic is still fading down. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。