University of Macau / Institute of Chinese Medical Sciences

根據2009年IMS生物技術開發中心統計，國內藥廠前十大銷售排名均為外商企業，且在健保藥品給付進口外國藥廠的購買金額也高達70%。由此可見外商製藥公司在台灣藥品市場所佔有的舉足輕重地位。而以往有關製藥產業的論文研究中，較多著重於其行銷業務、策略以及研發模式等方面的分析，很少針對製藥公司的知識管理來加以探討。就知識密集的製藥業來說，此為明顯的研究缺口，因此，本研究以製藥產業為主軸，選定在台灣藥品市占率高的外商藥廠為研究對象，探討其知識管理作為，以及知識管理影響因素如何影響知識管理活動。 本研究同時從知識管理影響因素與知識管理活動兩構面來探討我國外商藥廠的知識管理。研究方法上採用多重個案研究法，研究者首先結合研究問題與文獻回顧，結果導出實證研究的觀念性架構，再以此理論觀念模式為主軸進行個案的訪談與資料的收集，實地深入訪談四家我國外商藥廠，瞭解其知識管理影響因素以及知識管理活動主要作為。 本研究所得到的結論如下： 1. 外商藥廠的知識管理目標若越明確、且與人員的工作流程結合度越高，則其知識蓄積活動越容易進行，且知識保護活動也越能確實執行。 2. 外商藥廠會透過企業內部環境的建構，來促進其知識的擴散。 3. 外商藥廠的科技設備若越完備，則其知識蓄積越容易進行，也因而強化了其知識的創造與擴散。 4. 外商藥廠的績效評估制度之設計與衡量指標之搭配，有助於其知識創造及知識擴散的進行。 5. 外商藥廠知識的結構化程度會影響知識蓄積以及擴散方式。知識的結構化程度越高，則越容易透過文件式的蓄積方式、並經由資訊系統來擴散知識；而知識的結構化程度越低，則越容易透過人員式的蓄積方式、並仰賴面對面接觸來擴散知識。 6. 外商藥廠會藉由成功經驗的分享，來創造組織與各部門的知識，也因而促進了知識的擴散。 7. 外商藥廠會藉由師徒制度來擴散經驗型的知識。 8. 外商藥廠會積極主動並重視知識保護的活動，且使之成為日常作業流程的一部分。 本論文最後說明本研究結果在學術上的貢獻，同時對實務研究上與後續研究上提出一些建議。 / According to IMS Health Global Pharma Forecast in 2009, the top ten sales volumes of pharmaceutical enterprises in Taiwan are all international enterprises. Under the National Health Insurance reimbursement, the international enterprises occupy only 30% of all the pharmaceuticals volumes, but occupy up to 70% of all the pharmaceuticals sales, which shows that the international pharmaceutical enterprises play a decisive role in Taiwan pharmaceutical market. Most of the past studies of pharmaceutical industry focus on the aspects of marketing, strategy, and research and development. Few specifically inrestigate the issues of knowledge management and knowledge management influential factors. Consequently, a research gap can be found as pharmaceutical industry in a knowledge-intensive one. This research focuses on the pharmaceutical industry, explores the knowledge management activities of international pharmaceutical enterprise in Taiwan from both the view of knowledge management influential factors and knowledge management activities, and aims to discover the key factors that influence knowledge management. This research adopts four international pharmaceutical enterprises in Taiwan as case studies and conducts interviews with managers to understand knowledge management influential factors and knowledge management activities. By knowing inside information of knowledge management of the four companies, this research can deliver a more practical and well-organized point of view, giving examples and facts to the future implementation of knowledge management for Taiwan pharmaceutical enterprise. The conclusions of this research are as bellow. 1. The clearer of the goal in knowledge management and the stronger of connection to the daily process in the company allow knowledge researving and protection activities implemented. 2. Higher level of organization cooperation and sharing culture leads to higher level of reliance of knowledge among each department, facilitating knowledge to spread more effectively in the company. 3. The completeness of technolocial facilities helps knowledge researving activities more convenient, knowledge creation activities more smoothing , and knowledge difussion activities more efficient. 4. The design of performance appraisal influences the knowledge creation and knowledge difussion activities. 5. The degree of knowledge structure influences the knowledge researving and difussion activities. 6. Sharing the best practice ficilitates knowledge creation and knowledge difussion activities . This method had gradually become a well-known practice in international pharmaceutical enterprise. 7. 「Mentor program」 is an important way to extend experienced knowledge. Each company has different approach to conduct 「Mentor program」. 8. The knowledge protection activity includes intellectual property rights、information system、contracts、data reserved management and data destroyed process, and the degree of compulsory execution is in accordance with the principles of the companies.

University of Macau / Institute of Chinese Medical Sciences

University of Macau / Institute of Chinese Medical Sciences

University of Macau / Institute of Chinese Medical Sciences

University of Macau / Institute of Chinese Medical Sciences

全民健康保險自1995年三月實施，提昇國人健康及疾病治療水準，有其正面的貢獻，但也影響了醫療相關的從業者甚巨。藥品的費用占率約全部健保費用的百分之二十五，是除了醫事服務相關費用之外，占率最高的費用。健康保險局，收支潛在的赤字在健保實施次年後已浮現，隨即採用多種藥費及藥價控管措施。新藥核價過低、過程耗時；已上市的藥品，除每兩年健保局的藥價調查後的全面性調降，和不定時的異常品項調查外，尚需面臨客戶端再次降價的要求。對於藥業營運已有顯著的負面影響。 再者現行的健保制度，保證醫療院所藥品的申報一律為健保給付價，無論其以多低的價格採購，中間的價差利潤皆歸之所有，俗稱藥價黑洞，外界難以了解其對醫療體系的運作的重要性，一味的譴責之！事實上於現行總額給付實施之下，可彌補醫療院所健保給付不足所造成的營運困難，使民眾得以持績享受價平質佳的醫療照護。然負面影響為無法提昇病患痊癒效率，也對醫事人員專業的養成，及産業的發展伏下隱憂。健保制度沿於現有的法源，法源不改，扭曲的現象續存，最終的受害者為全體民眾。 二代健保法於2011年元月立法院三讀通過。產業環境的遊戲規則勢必改變。經由訪談，二十家不同類型的藥品供應廠商的經營領導者，於新的健保法實施之際的應變措施，且其合計市占率已超過整體藥品市場的41 %。由深度訪談中，可了解不同類型的廠商，對新制度的看法及其因應措拖的異同，再佐以近代管理學的概念檢視對照不同的領導風格，推估其和產業的特性及未來發展生存之道的關連性，或許可提供予産業長遠發展的建議。 歸納本研究的重要結論為：台灣藥業環境變動是漸進的，易被輕忽影響度；且從事藥業廠商者眾不易形成共識，很難共同努力改善環境不利的變動；依靠新産品的開發取得，是藥業重要成長的策略。於經營者的研究結論：發現大多數的領導者的强項為執行力及銷售力，這可能和産品生命週期長，進入門檻高有關；但因之不利改變慣例，跳脱舒適圈，將公司導向更兼具靈活彈性又與環境更符合的營運模式。未來成長的契機在於領導者洞悉未來的趨勢；藥業營造有利趨勢，在於跳脱近親繁殖，取法於外。 / National Health Insurance has been launched on March, 1995. It has been recognized as the safeguard to the improvement for all country’s residents. The financial burden of BNHI has struggled to balance its books from early on. Drug costs contributed about 25% of NHI healthcare spending, therefore is controlled mainly through pricing and reimbursement policy, particularly the regular rounds of price cut. The current system allows health providers gain profit from drug purchasing under negotiations with pharmaceutical companies which subsidizes the insufficient reimbursement for other service to patients. All these system hamper the healthcare industry sound growth. Without healthcare reform cannot correct the system toward healthier operation. Winder reform in the shape of 2G NHI Act was finally passed by the Legislative Yuan in January 2011. The future NHI scheme will change in many areas. In order to understand the counter actions from pharmaceutical industry, the study is designed to interview 20 leaders in Rx companies which included different types such as MNC, domestic and agencies. The overall revenue from the 20 companies shared over 41% in Taiwan pharmaceutical industry. The study will compare and analyze the difference from each company’s actions toward the future change, from results to use modern business scholarship theory checking any particular similarity within the industry. The main findings of the study are 1) The change of environment is easily been neglected for moving slowly and gradually, 2) To shape environment toward the positive side is difficult since hard to have consensus within industry, 3) Introduction of new products is the main growth strategy, 4) The most strength leadership capability from the interviewees is the execution, and the possible explanations are longer products life cycle plus higher entry barriers from new competitors. The downside of this type of leadership is hard to flexibly move fast in developing new business model to match the environment evolution. In-depth understanding trend of leaders will be the key of future success. The industry might learn from other industries to shape the environment more effectively.

本研究透過個案研究，運用資料包絡分析法(DEA)的評估方式，分析製藥業在不同生命週期及通路上資源分配之行銷策略與銷售績效之關聯性。研究結果發現： 一、不同生命週期「成長期」、「成熟期」及「衰退期」產品，其整體銷售技術效率、純銷售技術效率與銷售規模效率之差異，均達統計上之顯著水準。「成長期」產品效率值最差、「成熟期」產品效率值次之、「衰退期」產品效率值最佳。 二、不同生命週期產品在主要銷售通路醫學中心、醫院、診所與藥房的銷售比重不同。「成長期」與「成熟期」產品的主要銷售通路均在醫學中心，而「衰退期」產品的主要銷售通路在藥房。其銷售績效差異在醫學中心與藥房通路，衰退期產品與成熟期、或成長期產品比較，均達到統計上之顯著差異水準，但在醫院與診所通路的銷售績效，三類產品族群的差異就不明顯。 三、個案藥廠對其主要銷售的藥品，雖然都有非常明確的個別產品銷售策略與目標，但差額變數分析結果顯示，仍有部份產品在資源分配及運用上，可以加以改善以提高銷售績效。 / This research is conducted using Data Envelope Analysis (DEA) assessment method to analyze the particular pharmaceutical company on the association between marketing strategy and sales performance with different life-cycle products and sales channels. The results are as follows: 1.Sales performance appears significant differences among different life-cycle products with respect to the overall technical efficiency、pure technical efficiency and scale efficiency. The results revealed that products in「Growth Stage」had the worst efficiency performances, 「Maturity Stage」products placed the second, and「Decline Stage」products were the best. 2.Sales weight differs from different life-cycle products in the major sales channels of medical centers, hospitals, general practitioners and drug stores. The main sales channel of「Growth Stage」and「Maturity Stage」products are in medical centers；while「Decline Stage」products are in drug stores. Statistics showed that the sales performance differed substantially when the three different life-cycle products were distributed to sell in medical centers and drug stores; however, the results were not as evident in hospitals and general practitioners channels. 3.Although the case pharmaceutical company has very clear sales strategies and goals for its individual products, the analytical results showed some changes could be made to improve sales performance.

本論文之研究動機乃基於個人在醫藥相關領域多年的工作經驗，了解台灣製藥業現正處於內需小、廠商多、競爭愈來愈激烈且相互分食之市場環境，加上在現行醫療健保體制及政府相關政策(如cGMP制度)的影響下，尚需面對台灣未來加入WTO可能之衝擊，台灣製藥廠商如何依公司資源優勢尋求聯盟，以提升競爭力，使得企業能夠永續經營，是本研究之動機所在。基於上述之研究動機，本研究以台灣製藥業者為對象，探討下列的問題：(1)聯盟動機與聯盟型態之關係；(2)組織特性與聯盟型態、聯盟管理之關係；(3)聯盟型態與聯盟管理、聯盟績效之關係；(4)聯盟管理與聯盟績效之關係。本研究欲達成之目的有：(1)解析出台灣製藥業所採行之策略聯盟方式，及其如何經由不同之聯盟，以提升企業競爭力；(2)藉由本研究之發現，提供產業內的其他業者於日後進行策略聯盟時之參考。 本論文之研究架構，係由個人之實務經驗，加上參考相關之文獻推導而成，並依架構中各變數之關係設計出問卷，以問卷與訪談併用之方式，鎖定台灣製藥業四家知名企業為訪談對象，推展出四大類命題：聯盟動機、組織特性、聯盟型態及聯盟管理。 經由第五章之個案分析發現，台灣製藥廠商之聯盟方式主要以研究發展聯盟、生產聯盟及共同行銷聯盟為主；在策略聯盟中以降低風險及資源互補為主要動機；另在分析過程中亦發現，學理所稱聯盟管理為影響聯盟績效之重要因素，此點對台灣製藥業而言亦得出相同結果。研究中同時發現，台灣製藥廠商雖已逐漸重視國際化課題，然國際化發展策略及整體規畫仍嫌不足。 在研究過程中，已儘量追求結構之完整，逐步撰寫、推導對台灣製藥業現行策略聯盟之分析，惟仍不免有許多主客觀因素，形成本研究之限制。在後續研究上，建議後續研究者可針對本土規模相當之大型製藥公司間如何進行合作、研擬製藥業相互專業分工或轉型之道、或分析國際化的最佳步驟與途徑等，為台灣製藥業找出值得發展的新契機。