員工職能、策略與性格之初探— 以外商醫藥代表為例

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题名:	員工職能、策略與性格之初探— 以外商醫藥代表為例
作者:	藍文利;Lan, Wen-Li
贡献者:	企業管理學系在職專班
关键词:	醫藥代表職能
日期:	2025-08-25
上传时间:	2025-10-17 11:43:05 (UTC+8)
出版者:	國立中央大學
摘要:	本研究旨在探討台灣外商藥廠醫藥代表在數位轉型與醫療體系變革下,所需具備的核心職能能力、人格特質與市場應對策略。隨著醫藥產業法規日益嚴格、醫師決策趨於專業化與複雜化,醫藥代表的角色已從單純的產品推廣者,轉變為具備臨床知識、策略思維與數據解讀能力的整合型人才。本研究採質性研究,透過十餘位外商藥廠醫藥代表的深度訪談與五大人格測評,結合 KSA 模型、冰山職能模型、TTQS 訓練架構與大五人格理論,進行系統性分析。本研究發現,高績效醫藥代表通常具備高度責任感、外向性與開放性,能有效面對臨床需求與市場挑戰;企業則可透過 TTQS 導入精準訓練模組,強化職能發展與策略實踐。針對研究結果,本研究提出管理意涵與未來研究之建議。;This study explores the core competencies, personality traits, and strategic responses required of medical representatives (MRs) in multinational pharmaceutical companies operating in Taiwan, amidst industry digitalization and evolving healthcare systems. As regulatory standards intensify and clinical decision-making becomes increasingly complex, the role of MRs has shifted from traditional product promoters to integrated professionals possessing clinical knowledge, strategic communication skills, and data interpretation abilities. Adopting the qualitative research approach, the study conducts in-depth interviews and the Big-Five personality assessment with medical representatives. Drawing on the KSA model, the iceberg competency framework, the talent quality-management system (TTQS), and the Big-Five model, the findings indicate that high-performing MRs exhibit a higher level of conscientiousness, extraversion, and openness—traits that enhance their adaptability and clinical influence. Drawn on the findings, managerial implications on training programs and competency-based talent development strategies are proposed and suggestions for future research are thus discussed.
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