臺灣博碩士論文加值系統

藥物的研發通常需耗費相當大的資本及長時間的投入，因此，原開發藥廠便可取得專利及獨家販售權，其用意在於鼓勵持續投資研發，以治療疾病。學名藥便是在專利藥專利到期後，任何人或藥廠只要能製造出相同療效，相同生體相等性之同成分藥物，經主管機關核可，便可上市。多品牌行銷策略是行銷策略的一種，常見於消費性產品，如服飾、精品、電子產品、化妝品、運動用品等，多品牌行銷策略在全球藥業環境(包含台灣在內)中、偶有案例可見，但對照多品牌行銷策略及單品牌行銷策略之系統性研究及探討之文獻數量仍相當有限。而實務上，原開發藥廠經理人皆有機會面臨產品專利之過期，在面臨產品專利過期前即須開始思考及規劃未來之行銷策略，但對於多品牌行銷策略及單品牌行銷策略缺乏系統性探討，因此，常會影響決策形成之時程。
本研究之目的主要在於探討處方藥在專利過期後之行銷策略不同是否對銷售會有不同之影響。以國內抗憂鬱藥物市場中，專利過期後採行不同品牌行銷策略之兩家公司為案例，與其產品經理做深度訪談，並據此訪談內容進而比較其策略發展之過程、關鍵決定因素及行銷組合之異同，並藉由IMS Health data來比較其銷售狀況，進而驗證行銷策略對銷售之影響。
案例中之公司不論是負責行銷之經理人之專業、學歷背景、資歷甚至於產品之市場地位、面臨的市場競爭與顧客之採用意願皆是相似的。不同的是參與決策的人員、決策形成的過程，目標市場的設定以及對產品的定位，當然在施行策略後，在商業營運上包含藥品許可證的持有、銷售人員、通路以及價格策略亦有差異。而在其銷售額及銷售數量便有截然不同之表現。
單品牌行銷與雙品牌行銷策略其策略方案的選擇皆有其立論基礎，在實務上，是沒有回頭路、不能重置的。在策略的執行中有許多的細節必須注意並隨時因應，若有所疏忽，可能便會有不同的結果。因此，對原開發藥廠之經理人在面對專利過期時之建議為: 深入了解政策及方向、嚴密掌握競爭者之動向與推演各種可能之策略方案。

The development of drugs usually takes a considerable investment of capital and time; therefore the research-based pharmaceutical company will obtain the patent and the exclusivity for selling. This is intent to encourage continuous investment on the development of new medications to against disease. When patent expired, any entity can produce and launch the same therapeutic effect with same bioequivalence of drugs with the active ingredients, under the competent authority for approval which were called generics. Multi-branding marketing strategy is one of branding strategy in marketing, commonly found in consumer products such as fashions, boutique, electronics, cosmetics, sports goods, etc. Multi-branding marketing strategies in the global pharmaceutical environment could found sometimes. But there are limited amount of literature about systemic research on comparison of multi-branding strategy and single-branding strategy. In real world practice, product managers of research based-pharmaceutical companies should start to plan for future marketing strategies before facing the loss of exclusivity(LOE), due to lack of information for comparing different branding strategies as their references, the progress of decision making will be affected.
The main purpose of this thesis is to investigate how different branding strategy will impact to its sales when the prescription drugs LOE. There are 2 companies executing different branding strategy for their antidepressants has identified. Pre-specified questionnaires for in-depth interviewing will be conducted with product managers from the subject companies. The differences of strategy development, key factors of decision making and marketing mix will be compared from the result of interview, also the secondary sales data from IMS Health will be checked for comparing the performance.
The professional, academic background, qualifications of two product managers and even the ranking of the product, numbers of competitions, trials and customer acceptance are similar. The members of decision making faculty involve in single-branding or dual-branding strategies, policy formation process, market segmentation and product positioning are different, of course, the variety of marketing strategy adoption, business operations, permit license holders, manpower deployment, channels and pricing strategies will also impact the performance of sales.
No matter which branding strategy was performed, there are theoretical basis to support the strategic options. In real world practice, operation has no return tickets, and can not be re-set in business competition. Neglecting may impact the result differently. The suggestions for the brand managers when facing the challenge of LOE are: keep abreast of all possible development of policies, monitoring competitors more closely, and simulating potential strategic options accurately.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究流程 3
第二章 產業現況分析 4
2.1 全球醫藥產業現況 4
2.1.1 產值 4
2.1.2 持續減少支出 4
2.1.3 藥廠併購仍頻 6
2.2 我國醫藥產業現況 9
2.2.1 產值及附加價值 9
2.2.2 處方藥動態 10
2.3 醫藥產業的展望 13
2.3.1 全球展望 13
2.3.2 醫療制度的影響 14
2.3.3 專利權與新藥的影響 14
2.3.4 經濟的影響 14
2.3.5 醫療保健支付者的影響 15
2.3.6 本土產業發展政策的影響 15
第三章 理論背景與文獻回顧 17
3.1 理論背景 17
3.2 文獻回顧 20
3.2.1 策略群組 20
3.2.2 品牌 20
第四章 研究方法 26
4.1 研究觀念性架構 26
4.2 研究個案 26
4.3 深度訪談法 27
4.3.1 訪談對象 27
4.3.2 訪談問題大綱 28
第五章 資料分析 29
5.1 訪談結果 29
5.1.1 輝瑞大藥廠之Zoloft

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