| 摘要(英) |
As the global population ages, the demand for medical care is increasing and the global medical expenses are becoming heavier. By 2026, the global prescription medicine market is estimated to be worth US$1.36 trillion. This indicates that pharmaceutical costs are a large and growing component of healthcare costs. Developed countries are encouraging the use of generic drugs to reduce health care costs, so more and more pharmaceutical companies are developing generic drugs. This has led to the rise of many major international manufacturers of generic drugs in recent years. In order to expand their business territory, these international generic drugs companies have been entering the Asian market, which is the largest market for generic drugs in the world, and Taiwan will be affected by the impact. It is worth considering how Taiwan generic pharmaceutical companies should respond to this situation by identifying appropriate marketing strategies and developing their own advantages.
The purpose of this study is to explore the marketing strategies of generic companies in response to foreign branded generic drugs. First carry out external analysis through PEST analysis, Taiwan drug sales trend analysis, strategic group analysis, and pharmaceutical industry life cycle. Secondly, with reference to the marketing theory issued by Kotler & Keller (2006), the in-depth analysis of Taiwan generic pharmaceutical companies and foreign brand generic pharmaceutical companies including the marketing mix strategy, target marketing, and from the perspective of Taiwan pharmaceutical companies find market competitive advantage by SWOT matrix analysis. This study carries out a case study from the standpoint of qualitative study. Company S is selected as the case. Through the collection of secondary data and in-depth interviews with senior executives, the business and marketing strategies of Company S are obtained.
The study summarizes the following conclusions, they are: 1) enhance the overall image of the company and strengthen awareness; 2) expanding the company brand and building brand image; 3) strengthen promotion of self-care drugs and health programs; 4) focus on specific dosage forms and continue to strengthen in specific disease areas; 5) focus on the target market and increase market share; 6) continue to improve the professionalism of the marketing staff. |
| 參考文獻 |
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