臺灣博碩士論文加值系統

學名藥的誕生，便是在專利藥品專利保護到期後，製造出相同療效與相
同生體相等性之同成分藥品。學名藥製程跳過了研發階段，相對於投入
的資金、時間及風險相較於原開發廠，投資成本大幅的減少情況下，即
便可以用更便宜的價格進入市場。針對學名藥市場投入原開發藥廠需要
自行設立副品牌、單品牌行銷策略與自營、委外經營模式缺乏系統性去
分析探討，當原開發藥廠進入學名藥市場時，將影響導入的時程與營運
策略的關鍵。本研究之目的主要探討以國內癌症藥物市場中，專利過期
後之學名藥品採行不同的品牌行銷策略與經營模式之兩家公司為案例，
與行銷經理做深度訪談，根據此訪談內容進而比較策略發展之過程、投
入市場方式之差異，並藉由IMS Health data 比較其銷售狀況，進而驗
證行銷策略與經營模式對銷售之影響。
案例之公司不論是負責行銷經理人之學經歷、負責產品市場地位、面臨
的市場競爭性大致相同。不同的是參與投入市場決策的人員、決策形成
的過程，目標市場的設定以及對產品的定位，施行策略後實際經營模式
上包括上市許可證的持有者、銷售人員、通路及價格策略亦有差異，而
在其銷售額便有截然不同之表現。 主要探討處方藥在專利期過後學名
藥之行銷策略與經營市場方式不同是否對銷售會有不同之影響。原開發
藥廠採行副品牌、單品牌行銷策略與經營模式的不同，學名藥品的市場
區隔與延長產品生命週期，藉由本研究以癌症學名藥品導入市場模式參
考，以原開發藥廠進入台灣學名藥市場實例分析與探討。

Birth of generic drug companies, that is, after the expiration of the patent of
specific drug developed by IRBPM, aiming to produce the same composition
generic drugs, containing the same active ingredients as the original formulation
and are identical or within an acceptable bioequivalent range to the brandname
counterpart with respect to pharmacokinetic and pharmacodynamics
properties. Generic drug companies leave out the stage of research and development,
cutting down the investment of money, time and risks compared to
IRBPMs. Therefore, they can enter the market with offering cheaper price drug.
Currently, we lack for systematic analysis: IRBPMs need to either set up their
own sub-brand or keep single brand marketing strategy ; either autonomic or
outsourcing business model.
This study focuses on different marketing strategies and business models for
a patent off prescription drugcompany being adopted. We take a cancer drug as
the case study: two companies adopted different brand strategies and business
models, by means of in-depth interviewing with brand managers to compare
strategy development and the way to the market. We also validate the difference
according to the sales data provided by IMS Health.Basically, two brand
managers’ educational background and experience, market place of managing
brand, and market competition are similar. However, decision-making process,
persons involved in the decision- making, target market setting and product positioning
are different. There is distinct in their sales performance after implementing
the strategy, including license holders, sales persons, channel and pricing.
This study focuses on different marketing strategies and business models for
a patent off prescription drug have different sales impact. We aim to discuss
and analyze the strategy and business model for IRBPMs to adopt sub-brand or
single-brand marketing strategy and how to effectively defense generic drug
companies’ competition, maintain own market share and extend the life cycle
of their brand through real case in Taiwan.

第一章緒論………………………………………………………………1
第一節研究背景與動機………………………………………………1
第二節研究目的………………………………………………………3
第三節研究架構與流程………………………………………………4
第二章文獻回顧…………………………………………………………6
第一節藥品市場文獻探討……………………………………………6
第二節品牌策略之差異………………………………………………10
第三節委外經營之成因………………………………………………17
第三章研究方法…………………………………………………………22
第一節研究架構………………………………………………………22
第二節研究方法………………………………………………………23
第四章資料分析…………………………………………………………27
第一節訪談結果………………………………………………………27
第二節訪談比較………………………………………………………33
第三節IMS HEALTH DATA 銷售資料…………………………………38
第五章結論與建議………………………………………………………46
第一節研究結論………………………………………………………47
第二節管理意涵………………………………………………………49
第三節研究限制………………………………………………………50
第四節後續研究之建議………………………………………………51
參考文獻…………………………………………………………………53
附錄一瑞士商山德士藥廠資深行銷經理訪談紀錄……………………59
附錄二美商楊森大藥廠行銷經理訪談紀錄……………………………63

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相關網站
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