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研究生:王奕升
研究生(外文):I-Sheng Wang
論文名稱:二代健保制度下專利原開發廠如何面對學名藥廠競爭之策略探討-以B公司抗凝血藥為例
論文名稱(外文):An Exploration on the Competition Strategy between the Manufacturers with Original Patents and the Generic Manufacturers under the Context of Second Generation National Health Insurance System - Using Anticoagulants from Company B as an Example
指導教授:鄭雅穗鄭雅穗引用關係
指導教授(外文):Hilary Cheng
口試委員:盧以詮歐陽崇榮
口試委員(外文):Yi-Chuan LuChung-Jang Ouyang
口試日期:2015-06-18
學位類別:碩士
校院名稱:元智大學
系所名稱:管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:61
中文關鍵詞:二代健保新型口服抗凝藥Warfarin
外文關鍵詞:2ndGeneration NHINovel Oral AnticoagulantsWarfarin
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已逐漸邁入老年社會的臺灣,慢性疾病的發生率也逐步提高,健保醫療與藥費支出預期將大幅增加。值此,政府於2011年通過二代健康保險法,並於2013年1月1日正式施行。此政策最主要目的是為了節省藥費支出,促使全民健保得以永續經營下去。因此,本次修法主要新增了許多藥品價格的管理方法,包含了藥費支出目標制試辦方案,此方案預期將使得臺灣藥品價格逐年的下修幅度擴大,進而造成了原開發藥廠更多的經營挑戰。本研究目的主要是由原開發藥廠的角度,探討二代健保制度施行後,對於原開發藥廠現行的影響與未來的策略方向,並藉由抗凝血藥物的市場來探討並分析競爭策略。本研究發現,個案藥廠於新型口服抗凝藥上市時,先找出易於與客戶合作的模式與其用藥觀念,再針對公司形象與企業文化做修正,將使得新產品相較其他同種類的藥品銷售成長會更快速;因此,針對新產品上市,藥廠更應重視公司品牌效應與市調分析來達成行銷目標。
Occurrence rate of chronic diseases has increased step by step and medical care and drug expenses are expected to increase significantly in Taiwan that has gradually entered the aging society. In light of this, the government passed 2ndGeneration National Health Insurance Act in 2011 and carried into effect on January 1, 2013. This policy mainly aims to save drug expenses for the purpose of sustainable operation of NHI. Therefore, this amendment mainly added price management methods for many drugs, including drug expenses targeting system test project. This project expects that Taiwan’s drug price will expand the extent of downward revision year after year, and further cause more business challenges to the original development pharmaceutical factory. This study standing at the position of the original pharmaceutical factory mainly explores the current influence of the implementation of 2nd Generation NHI on the original pharmaceutical factory and its future strategy direction, and analyzes competitive strategy through the discussion of anticoagulant market. The study found that the case factory must locate the pattern of cooperation with customers and their medication concepts, correcting the company image and enterprise culture to make the sales of new products grow faster than that of the same kind of drugs; therefore, the pharmaceutical factory should emphasize more about the company’s brand effect and market survey analysis for new products launch to achieve marketing goal.
論文口試委員審定書 ii
授權書 iii
目錄 ix
表目錄 x
圖目錄 xi
第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的 5
第四節研究架構與研究方法 6
第二章文獻探討 7
第一節全民健保與二代健保藥價政策探討 7
第二節新藥研發進程探討 11
第三節心房顫動與抗凝血藥之探討 13
一、何謂心房顫動(Atrial Fibrillation;AF)? 13
二、口服抗凝血藥(Oral Anticoagulation Drug)探討 17
三、新型口服抗凝血藥(Novel Oral Anticoagulation Drug;NOAC)探討 20
第三章產業分析 23
第一節全球製藥產業概況 23
第二節臺灣製藥產業概況 29
一、臺灣製藥市場分析 29
二、臺灣本土藥廠的現況 30
三、臺灣疾病用藥屬性分析 32
四、臺灣藥品產業發展的趨勢 33
五、臺灣本土藥廠新藥研發狀況 34
六、臺灣藥品定價現況 34
第三節臺灣抗血栓用藥市場分析 36
第四章個案分析研究–以B公司為例 39
第一節個案公司簡介與現況 39
一、個案公司簡介 39
二、個案公司現況 39
第二節個案公司SWOT分析 43
第三節個案公司新型口服抗凝血藥策略分析 46
第五章研究結論與建議 54
第一節研究結論 54
一、新產品研發 54
二、延長藥品生命週期 54
三、新產品之行銷策略 55
第二節研究建議 56
參考文獻 58

中文部分
1. 申屠寅祥(2012),《二代健保後製藥產業經營競爭之策略探討》,元智大學管理碩士在職專班碩士論文。
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4. 吳維修(2012),《人口結構與健保虧損》,藥學雜誌,28(4),頁11-17。
5. 李玉明,李玉春(2013),《加拿大健康保險制度對臺灣之省思》,全民健康保險雙月刊,106,頁27-42。
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7. 林宛萱,黃育芳,壽偉瑾(2012),《新口服抗凝血劑 Dabigatran》,藥學雜誌,28(4),頁44-48。
8. 翁如潔,姚舒婷,周月卿(2013),《預防再度缺血性中風之用藥》,醫院藥學,頁208-213。
9. 張芳瑀(2013),《新一代口服抗凝血劑》,藥學雜誌,29(1),頁35-40。
10. 郭平政(2009),《健保總額制度後製藥產業經營策略探討-以A公司的降血脂藥為例》,元智大學管理碩士在職專班碩士論文。
11. 陳昭姿(2012),《Rivaroxaban (Xarelto)-預防心房顫動相關中風的新藥》,當代醫學,39(9),頁60-63。
12. 廖美智,巫文玲,劉祖惠(2011),《2011 年醫藥產業年鑑》,臺北市,財團法人資訊工業策進會。
13. 趙子凡,林彥璋(2013),《心房顫動中風預防的生力軍-Rivaroxaban》,中華民國心律醫學會,9,頁4。
14. 羅淑慧(2013),《2013年第二季我國製藥產業回顧與展望》,生物技術開發中心。

英文部分
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10. Fuster, V., Ryden, L. E., Cannom, D. S., Crijns, H. J., Curtis, A. B., Ellenbogen, K. A., Heart Rhythm, S. (2006). ACC/AHA/ESC 2006 Guidelines for the Management of Patients with Atrial Fibrillation: a report of the American College of Cardiology/American Heart Association Task Force on Practice Guidelines and the European Society of Cardiology Committee for Practice Guidelines (Writing Committee to Revise the 2001 Guidelines for the Management of Patients With Atrial Fibrillation): developed in collaboration with the European Heart Rhythm Association and the Heart Rhythm Society. Circulation, 114(7), e257-354.
11. Gage, B. F., van Walraven, C., Pearce, L., Hart, R. G., Koudstaal, P. J., Boode, B. S., &; Petersen, P. (2004). Selecting patients with atrial fibrillation for anticoagulation: stroke risk stratification in patients taking aspirin. Circulation, 110(16), 2287-2292.
12. Go, A. S., Hylek, E. M., Phillips, K. A., Chang, Y., Henault, L. E., Selby, J. V., &; Singer, D. E. (2001). Prevalence of diagnosed atrial fibrillation in adults: national implications for rhythm management and stroke prevention: the AnTicoagulation and Risk Factors in Atrial Fibrillation (ATRIA) Study. JAMA, 285(18), 2370-2375.
13. Hart, R. G., Pearce, L. A., &; Aguilar, M. I. (2007). Meta-analysis: antithrombotic therapy to prevent stroke in patients who have nonvalvular atrial fibrillation. Ann Intern Med, 146(12), 857-867.
14. Heeringa, J., van der Kuip, D. A., Hofman, A., Kors, J. A., van Herpen, G., Stricker, B. H., Witteman, J. C. (2006). Prevalence, incidence and lifetime risk of atrial fibrillation: the Rotterdam study. Eur Heart J, 27(8), 949-953.
15. Hirsh, J., &; Raschke, R. (2004). Heparin and low-molecular-weight heparin: the Seventh ACCP Conference on Antithrombotic and Thrombolytic Therapy. Chest, 126(3 Suppl), 188S-203S.
16. Hori, M., Matsumoto, M., Tanahashi, N., Momomura, S., Uchiyama, S., Goto, S., investigators, J. R. A. s. (2012). Rivaroxaban vs. warfarin in Japanese patients with atrial fibrillation - the J-ROCKET AF study. Circ J, 76(9), 2104-2111.
17. INFORMATICS, I. I. F. H. (2013). The Global Use of Medicines : Outlook through 2017. Seattle, USA: IMS INSTITUTE FOR HEALTHCARE INFORMATICS.
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19. Lip, G. Y., Nieuwlaat, R., Pisters, R., Lane, D. A., &; Crijns, H. J. (2010). Refining clinical risk stratification for predicting stroke and thromboembolism in atrial fibrillation using a novel risk factor-based approach: the euro heart survey on atrial fibrillation. Chest, 137(2), 263-272.
20. Mant, J., Hobbs, F. D., Fletcher, K., Roalfe, A., Fitzmaurice, D., Lip, G. Y., . . . Midland Research Practices, N. (2007). Warfarin versus aspirin for stroke prevention in an elderly community population with atrial fibrillation (the Birmingham Atrial Fibrillation Treatment of the Aged Study, BAFTA): a randomised controlled trial. Lancet, 370(9586), 493-503.
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網路資庫
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