當前外部環境發展趨勢下西藥製劑產業的經營模式分析─以台灣某上櫃藥廠為例

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/80873

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/80873

Title:	當前外部環境發展趨勢下西藥製劑產業的經營模式分析─以台灣某上櫃藥廠為例
Authors:	黃裕盛;Huang, Yu-Sheng
Contributors:	高階主管企管碩士班
Keywords:	外部環境;經營模式;西藥製劑產業;external environment;business model;Manufacture of Drugs and Medicines
Date:	2019-07-04
Issue Date:	2019-09-03 15:13:19 (UTC+8)
Publisher:	國立中央大學
Abstract:	西藥製劑產業是一個研發周期較長、法規要求限制較多的產業。而台灣藥廠普遍面臨研發能力不足，新藥開發困難，且國內市場小、廠商多、競爭激烈；再加上受到政府健保藥價刪減的影響，使得藥廠獲利不佳，無法成長。因此，如何調整並建立一個良性的商業模式，確保經營績效，值得研究探討及深思。本研究旨在探討當前外部環境發展趨勢下西藥製劑產業的經營模式分析，首先針對製藥產業進行分析，從各種不同的角度來研究探討西藥製劑產業的特性與概況。其次，參考Osterwalder & Pigneur提出The Business Model Canvas商業模式九宮格來分析個案公司。本研究以質性研究中的個案研究法，選擇個案公司，透過次級資料的搜集與高階主管深度訪談，了解個案公司在數年間面對外部環境變化而調整其商業模式的營運表現。本研究整理歸納出下列結論，包括：一、個案公司產品以處方藥為主，受台灣健保價連年降價影響大；二、藥品GMP標準提升，毛利率連年下降；三、新產品研發投入勢在必行，卻是個甜蜜的負擔。本研究提出下列建議，包括：一、善用既有且純熟之藥物釋放傳遞系統(DDS)平台的研發優勢，提早將新產品研發成果於部分市場進行授權合作；二、堅定加強拓展海外市場的策略，以利降低營運風險；三、強化專科治療領域的產品線開發，精細提煉自身專科銷售團隊，以利提升內銷市場的競爭力。;The Manufacture of Drugs and Medicines is an industry with a long research and development cycle and more restrictions on regulations. Taiwan pharmaceutical companies generally face the following challenges, such as insufficient R&D capabilities, difficulty in developing new drugs, and small domestic market with fierce competition; coupled with the impact of price cutting by National Health Insurance Administration, so pharmaceutical companies are not profitable and cannot grow. So, how to adjust and establish a healthy business model to ensure business performance is worthy of research and reflection. The purpose of this study is to analyze the current business model of the Manufacture of Drugs and Medicines under the trend of the external environment. Firstly, it analyzes the pharmaceutical industry and studies the characteristics and general situation of the Manufacture of Drugs and Medicines from various angles. Secondly, refer to Osterwalder & Pigneur′s "The Business Model Canvas" to analyze the case company. Based on the case study method in qualitative research, this study selects case company to understand the operational performance of case company in the face of external environmental changes over the past few years through the collection of secondary data and in-depth interviews with senior executives. This study summarizes the following conclusions: First, the case company′s products are mainly prescription drugs, which are greatly affected by the price-cutting by National Health Insurance Administration; Second, the drug GMP standard has become higher and the gross profit margin has decreased year after year; Third, the R&D investment of new products is imperative, but it is a sweet burden. The following suggestions are proposed in this study: First, making good use of the R&D advantages of the existing and sophisticated drug delivery system (DDS) platform, and earlier authorizing cooperation on new product development results in some markets; Second, firmly strengthen the strategy of expanding overseas markets to reduce operational risks; Third, strengthen the product line in the field of specialist treatment, and optimize its own sales team to facilitate the competitiveness of the domestic market.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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