臺灣博碩士論文加值系統

企業對企業（Business to Business , 簡稱 B to B ）之間重視的是經濟價值，屬於單純的買賣關係，重點在於創造交易而非建立關係，而現在B to B之間為了因應市場的轉變，除了滿足彼此經濟價值的需求之外，還必須創造及維持彼此之間的關係，因為這層關係會創造出價值。特別是在激烈的競爭市場環境中，供應商如果能與顧客建立並維持良好的關係，不只能與其他競爭者產生差異化，也能提升與客戶彼此的競爭優勢，進而創造出一個雙贏的局面，這種可用來建立與顧客關係並創造顧客價值的觀念。
本研究以藥廠與醫院為研究對象，探討國際藥品原開發藥廠與大中型醫院的關係價值，並以紮根理論作為資料蒐集與分析的方式。結果發現，「互動關係的建立」對藥廠與醫院的互動往來有極大的影響；醫院從藥廠得到的價值利益為「醫師論文發表機會」、「醫院的學術名氣」、「提升醫院的學術能力」、「提升醫師的治療能力」等四項利益；藥廠從醫院得到的價值利益為「影響其他醫師用藥」、「影響其它醫院的治療觀念」、「維持良好的藥品價格」、「藥品引進」等四項利益。

The main focus of Business to Business (B to B) is to create economic value. Originally, it is a simple commercial interaction, with emphasis on generating deals but not establishing relationships. However, to adapt the changing market, it not only has to meet the economic needs, but also has to create and maintain the relationship, as the relationship will further create value. Particularly in markets facing fierce competitions, if a supplier can establish good relationship with its customers, it can reach a win-win situation by creating edges for the customer and itself, in addition to differentiation from the competitors.
We studied the relationships between research-based pharmaceutical manufacturers and hospitals by implementing grounded theory. In summary, the "“relationships “ are significantly influenced by the established interactions. Hospitals obtain relationship benefits for their “ physicians to publish papers” , “gain research reputation” , “increase research capability” , and “improve medical skills” . For the manufacturers, “favorable concepts of treatment to other hospitals” , “favorable treating strategies to other physicians” , “ better margins are maintained” , and “opportunities for new drug listing “.

中文摘要 ------------------------------------------------- i
英文摘要 ------------------------------------------------- ii
誌謝 ------------------------------------------------- iii
目錄 ------------------------------------------------- iv
表目錄 ------------------------------------------------- v
圖目錄 ------------------------------------------------- vi

一、 緒論--------------------------------------------- 1
1.1 研究背景與動機----------------------------------- 1
1.2 研究目的----------------------------------------- 2
1.3研究範圍-----------------------------------------3
1.4研究流程-----------------------------------------3
二、 文獻探討----------------------------------------- 5
2.1 醫藥產業介紹------------------------------------- 5
2.2 關係價值----------------------------------------- 12
三、 研究方法----------------------------------------- 16
3.1 紮根理論----------------------------------------- 16
3.2研究對象----------------------------------------- 23
3.3研究過程-----------------------------------------24
四、 資料分析與探討----------------------------------- 28
4.1 個案介紹----------------------------------------- 28
4.2開放編碼-----------------------------------------32
4.3 資料分析與發現----------------------------------- 39
五、 結論與建議--------------------------------------- 60
5.1 結論--------------------------------------------- 60
5.2 管理意涵----------------------------------------- 64
5.3 研究限制----------------------------------------- 67
5.4
後續研究建議------------------------------------- 67
參考文獻 68

一、中文部份

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8.王世晞，2003，製藥產業之演進、現況與趨勢，台灣大學商研所碩士論文。
9.劉伊真，2000，台灣地區航空貨運承攬業關係價值、關係強度與客戶忠誠度模式之研究，國立台灣海洋大學航運管理研究所碩士論文。
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二、英文文獻

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5.IRPMA 2005
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22.Ulaga ,2003, Capturing Value Creation in Business Relationships: A Customer Perspective, Industrial Marketing Management 32, pp.677-693.
23.Ulaga, Wolfgang and Andreas Eggert. ,2005, Relationship Value in Business Markets: The Construct and its Dimensions, Journal of Business-to Business Marketing 12 (1): 73-99.
24.Ulaga, W. & Eggert, A. ,2006, Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status, Journal of Marketing 70(1), pp.119-136.
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28.Woodruff, Robert B., 1997, Customer Value: The Next Source for Competitive Advantage, Journal of the Academy of Marketing Science , Vol. 25(2), pp. 139-153.