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研究生:杜芮翔
研究生(外文):JUI - HSIANG TU
論文名稱:藥品行銷業服務創新之研究─層級分析法之運用
論文名稱(外文):A Study of Service Innovation in Pharmaceutical Industry─Application of AHP
指導教授:林傑毓林傑毓引用關係
學位類別:碩士
校院名稱:長榮大學
系所名稱:高階管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:112
中文關鍵詞:藥品行銷業服務創新層級分析法
外文關鍵詞:Pharmaceutical IndustryService InnovationAnalytic Hierarchy Process(AHP)
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台灣藥品行銷業的市場,一直以來都處於激烈競爭的環境中,削價競爭有之、舊瓶新裝有之,不實宣傳亦時有所聞,卻甚少以服務為行銷策略的主軸。服務是無形的商品,更是可提高產品附加價值的無形力量,服務業一環的藥品行銷業,如何能不正眼視之。藥品行銷業所行銷之產品是與消費者健康息息相關的藥品,無論是治療還是保健、強身之用,均攸關人命安全,所以藥品行銷業在服務創新的議題上,更是應審慎待之,負有較其他產業為多的企業責任。
服務創新(Service Innovation)涵蓋範圍極廣,舉凡一切與服務有關之行為均包含之,且其在近年來,已成為服務業及管理學界的一門新顯學,企業經營者無不趨之若鶩的投入研究,此一新興的研究領域,在國、內外的相關研究成果雖有累積,然在服務創新內涵的詮釋與釐清上仍嫌不足,針對藥品行銷業在服務創新問題上運用之研究也寥寥可數,是故本研究期對此做出些許貢獻。
本研究運用了文獻探討、專家訪談等方法,來建構專家問卷,然後以層級分析法(Analytic hierarchy process, AHP)針對回收的問卷計算出各構面的權重,並做出結論與建議。
研究結果顯示,藥品行銷業服務創新以「創新策略」中的「組織E化創新」最為重要;「行銷策略」中以「價格策略推廣」最為重要;「在市場的新機會」中以「對服務提供新屬性」最為重要;「政府法案」以「政府政策」最為重要。

關鍵詞:藥品行銷業、服務創新、層級分析法
The pharmaceutical market in Taiwan has been in an extremely competitive environment. We can see many cases of price-cutting competition, transforming old one into new one, and unreal promotions, however, few of them are service-oriented promotion strategy. Service is an invisible product, which is an unseen power increasing products’ added value. Being part of the service industry, pharmaceutical industry, must be considered seriously. The product pharmaceutical industry promotes is the pharmaceutical goods which closely related to people’s health. No matter for remedy, health protection or health care, it’s closely associated with people’s safety. Hence, when it comes to the issue of service innovation in pharmaceutical industry, we should take it more seriously and take much business responsibility than others.
Service innovation is a wide range of scale, it contains everything related to service, and it has become a new doctrine over the past few years. All business runners put great efforts on studying this brand new field. Though we can find certain related studies abroad as well as domestic, it still less than expected when it comes to the description and clearness on definition of service innovation. Besides, the researches which focused on the issues of applying service innovation to pharmaceutical industry are not abundant. Therefore, this study is expected to make some contributions.
The study uses the approach of literature-review, experts-interviewing to form the expert questionnaire survey, and adopts analytic hierarchy process(AHP) to figure out the weights of all dimensions from returned questionnaires, and make conclusions as well as suggestions at the end.
The study indicates as below: as far as pharmaceutical industry’s service innovation is concerned, “Organization E Style Innovation” from “Innovation Strategy” is the most important; it is the same for “Price Strategy Promotion” from “Marketing Strategy”; “Provide Service with Newness” from “Among New Chances of Market”; “Government Formulate Policy” from ”Government Bill”.

Keywords: Pharmaceutical Industry, Service Innovation, Analytic Hierarchy Process(AHP)
目 錄
第壹章 緒論
第一節 研究背景 1
第二節 研究動機 13
第三節 研究目的 18
第四節 研究範圍 19
第五節 研究結構 20
第貳章 文獻探討
第一節 服務的定義及特性 21
第二節 台灣製藥行銷業 25
第三節 創新 53
第四節 服務創新 61
第五節 層級分析法 66
第?H章 服務創新模式之建構
第一節 研究架構與流程 73
第二節 研究方法 77
第肆章 實證分析
第一節 專家意見訪談 87
第二節 AIP專家問卷分析 89
第伍章 結論與建議
第一節 研究結論 95
第二節 研究建議 96

參考文獻 99
附錄一 台灣製藥行銷服務創新衡量構面相對重要性評鑑表 107


表目錄
表1 1-1 生產及就業結構 4
表1-1 2 產業對經濟成長之貢獻度 5
表1 1-3 我國各產業人口就業結構比 6
表1-1-4 我國製藥產值統計 8
表1-1-5 我國製藥進出口統計 9
表1-1-6 2008年第三季我國上市櫃藥廠之獲利表現 10
表2 1-1 服務的定義 23
表2-2 1 2008年世界先進國家醫療支出占GDP之比例 30
表2-2-2 世界先進國家醫療支出占GDP之比例 31
表2 2-3 台灣西藥市場專利藥與學名藥所佔比率 32
表2-2-4 台灣西藥市場醫療費用與藥品費用成長率 33
表2-2-5 世界西藥市場占有率與排名 39
表2-2-6 2008我國西藥製造產業上市、櫃廠商之營運概況 42
表2-2-7 2006年西藥製藥產業景氣趨勢調查結果統計 46
表2-3-1 創新的類型 59
表2-4-1 創新服務分類表 62
表2-5-1 層級分析法評估尺度的意義 71
表2-5-2 隨機指標表 72
表3-2-1 評估尺度說明 82
表4-1-1 訪談專家名單 87
表4-1-2 台灣製藥行銷服務創新衡量 88
表4-2-1 主要構面之相對權重 90
表4-2-2 次要構面之相對權重 90


圖目錄
圖2-3 1 創新類型 57
圖2-4-1 服務創新的流程 63
圖2 4-2 NSD的發展歷程 64
圖2-5 1 AHP分析步驟 67
圖3-1-1 理論基礎架構圖 75
圖3-1-2 研究流程圖 76
圖3-2-1 資料蒐集、分析方法與目的 77
圖3-2-2 層級結構 81
圖3-2-3 層級分析法流程 86
圖4-2-1 Expert Choice 2000決策軟體進行分析各構面之數據 91
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