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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096932222 |
| Creators | 蔡麗敏, Tsai, Lisa |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0049 seconds