臺灣博碩士論文加值系統

中 文 摘 要

近年來，隨著人們物質生活水準的提高、飲食結構的改變和老年人口的增加，高血脂症的罹病率有明顯增加的趨勢。許多研究顯示，長期高血脂症是動脈粥狀硬化的基礎，而動脈粥狀硬化症是導致心血管疾病的主要原因，因此如何降低因高血脂引發之相關疾病的發生率則為衛生主管機關目前一項重要的課題。本研究主旨係—以個案公司之降血脂藥品（Micronized Fenofibrate 200 mg）為研究標的，除瞭解該產品對降血脂的改善功能外，也進一步研究其市場行銷策略，及健保對降血脂藥品給付減少支出之建議。
本研究主要是以市場區隔、產品定位（STP）策略理論，及行銷組合策略相關文獻之整理探討個案公司降血脂藥品 Micronized Fenofibrate 200 mg的行銷策略，並採行個案研究的分析方法，運用Porter的五力分析模式描繪出個案所處之競爭態勢外，同時藉由SWOT分析，檢視個案內部之優、劣勢及外部環境之機會與威脅，進而以4P(Product, Price, Promotion, Place)分析藥品行銷策略之優劣所在。另一方面，配合專業醫師之問卷調查，並將問卷結果和銷售狀況進行比較分析，以檢視個案公司之現況與其市場定位之行銷策略。
本研究結果顯示，經由明確市場區隔、適當產品定位、專業的業務人員宣導，與積極參加各種醫學會，使個案產品在六年內，成功建立藥品的行銷通路與醫師對該產品之認同度，促使本產品之銷售量由2001年銷售量約30萬顆，成長至2007年達600萬顆以上。同時也幫助公司逐漸由傳統製藥廠，轉型為專業糖尿病專科用藥藥廠。因此建立品牌認同度、提高製藥技術與明確市場定位，將成為製藥產業產品未來競爭策略主軸。
關鍵字：降血脂藥物、cGMP藥廠、藥品行銷

Abstract

The rate of hyperlipidemia is increasing due to the change of people’s life style and growing aging problem in recent years. Many studies indicated that hyperlipidemia is the base of atherosclerosis which mainly causes cardiovascular diseases. Therefore, how to prevent the sorts of diseases becomes an important topic for the Department of Health. The main objective of the study is to evaluate marketing strategies of Micronized Fenofibrate 200 mg in the case study company. The study examined the treatments of Micronized Fenofibrate 200 mg in hyperlipidemia and its marketing strategies. The study results may provide advice of decreasing medical expenditure for the Bureau of National Health Insurance.

The study mainly applied Market Segmentation, product STP (Segment, Target and Position) strategies and relevant document of marketing strategies. The method is to analyze the case product by using Porter’s 5 forces analysis to describe the product competition market. Via SWOT analysis, the study examined the outside opportunities and threats as well as inside superior and inferior; and then inspected the drug marketing strategies with 4P analysis (Product, Price, Promotion, Place ) . Meanwhile, this study conducted a questionnaire to physicians about the case product. The results were also compared to the drug sell situation and market shares of the case company.

The result shows that through definite market segmentation, product STP, professional representative’s promotion and active participation in medical conferences, the case product successfully builds its marketing channel and brand name identity within 6 years. The case product has grown from 300,000 pills in 2001 to more than 6 million pills in 2007. The case company has transformed from traditional pharmaceutical company into specialized diabetic medication company. Hence, building the brand identity, enhancing pharmaceutic technique and clarifying market position may become the main stream of pharmaceutical industry competition in the near future.
Key word: drugs for hyperlipidemia, cGMP, marketing strategy

目 錄
第壹章 緒論...................................................................................................................................................................1
第一節 研究背景與動機...............................................................................................................................................1
第二節 研究目的...........................................................................................................................................................2
第三節 研究限制...........................................................................................................................................................2
第四節 研究範圍...........................................................................................................................................................3

第貳章 文獻探討...........................................................................................................................................................5
第一節 高血脂定義與分類...........................................................................................................................................5
第二節 降血脂藥物分析.............................................................................................................................................11
第三節 Fibric Acid在台灣市場行銷的分析..............................................................................................................22
第四節 藥物行銷策略分析.........................................................................................................................................28
第五節 市場區隔理論.................................................................................................................................................34

第參章 研究設計與方法.............................................................................................................................................43
第一節 研究架構.........................................................................................................................................................43
第二節 研究方法.........................................................................................................................................................43
第三節 研究流程.........................................................................................................................................................44
第四節 資料的收集與分析.........................................................................................................................................45

第肆章 台灣cGMP藥廠之個案分析...........................................................................................................................46
第一節 C-藥廠公司概況與Micronized Fenofibrate 200 mg之開發歷程.............................................................46
第二節 C-藥廠公司Micronized Fenofibrate 200 mg 與原開發廠的五力分析....................................................55
第三節 C-藥廠公司Micronized Fenofibrate 200 mg與原開發廠的SWOT分析..................................................58
第四節 C-藥廠公司Micronized Fenofibrate 200 mg之4P行銷策略分析.............................................................61

第伍章 結果與討論.......................................................................................................................................................67
第一節 問卷結果分析...................................................................................................................................................67
第二節 個案產品銷售狀況...........................................................................................................................................74
第三節 討論...................................................................................................................................................................76

第陸章 結論與建議.......................................................................................................................................................77
第一節 結論...................................................................................................................................................................77
第二節 建議...................................................................................................................................................................78

參考文獻

附錄：醫師的問卷調查

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