我國學名藥廠競合策略之研究-以Y公司為例

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题名:	我國學名藥廠競合策略之研究-以Y公司為例
其它题名:	The research of Co-opetition for the Generic Pharmaceutical Industry- A case study of Y company
作者:	洪福澤 Hung,Fu-Je
贡献者:	許恩得 Hsu,En-Te 高階經營管理碩士在職專班
关键词:	商業模式;價值網;競合策略 business model;Value net;Co-opetition
日期:	2013
上传时间:	2014-02-17T08:35:26Z (UTC)
摘要:	我國製藥廠在配合政府實施國際 cGMP制度，引進自動化生產設備，擴大了藥品的供應。但健保局為了抑制藥費支出的成長，採取藥價調查與藥價調降等政策。在藥品市場供過於求的情況下，造成了嚴重的價格競爭，製藥廠在國內市場並不容易生存，而我國製藥廠又屬於中小企業，也不利於在國際市場中競爭。在雙重不利生存的夾擊下，卻意外發現我國第一大製藥廠，其前身是一家以零售西藥的西藥房開始發展，與製藥廠相同的環境背景下，能進一步發展成為全球知名的藥品集團。因此，本研究以這家國資藥廠為個案，研究其紮根、國際化與轉型再成長所採取的競合策略。本研究發現:1.個案公司在進入西藥的製造與銷售，是以帶進原料藥供應商，取得穩定的原料來源，降低與競爭者爭取供應商原料藥的競爭。2.國際化階段，是先在海外設立行銷公司，將海外的公司變成自己的顧客，台灣公司成為供應商，將台灣製造的藥品外銷海外。3.在開拓佔有全球最大的藥品市場的美國，是帶進美國當地的學名藥廠，轉為對自己有利的互補者，擴大產品在區域的銷售。4.轉型多角化階段，是帶進了電視購物、HAC網站購物與屈臣氏、康是美等大型連鎖藥妝通路商，帶進更多不同購物習慣的顧客。 Pharmaceutical factories are under government's cGMP regulation in Taiwan. Most of the factories introduced automatic production facilities in order to maximum the supply of medicines. However, when supply exceeds demand in this industry and every company is facing price-cut issue and related policies from Bureau of National Health Insurance, business becomes even harder for all pharmaceutical companies in Taiwan. Further more, local pharmaceutical companies are small and middle size business, therefore, it's easier for them to turn into price competition among each other and they're not competitive in international markets. Although challenges from the whole political environment is high, we found one of the pharmaceutical companies, which is also the biggest generic company in Taiwan makes a different. It applied co-competitive strategy, started from a pharmacy and ended up as world-known large enterprise group. This research focused on this company and analyzes how it made it. Through research, we found out that:1.Y company brings in API supplier and stabled its resource in order to lower the cost and be more competitive.2.When it becomes mature in Taiwan, it entered the international market by setting sub-companies oversea. However, it turns its sub-companies into its own customers and supplies drugs, which are made by the parent company. 3.This company entered into the US market by cooperating with one of the generic company in the US and successfully exploited the biggest pharmaceutical company in the world.4.Besides, this company seeks diversification by creating consumer products and bringing in different channels, such as TV-shopping, official shopping website and large chain cosmeceutical shops. By doing so, it makes purchasing more convenient for consumers and brings in more customers.
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