The macro-environment of pharmaceutical industry in Taiwan is not large enough to support so many companies. All pharmaceutical companies have followed the standardization of manufacturing processes under GMP (Good Manufacturing Practices) which launched by the department of health and purchased automatic equipment. The greatly increased productivity of pharmaceuticals has led the critical price war in market.
The domestic market of pharmaceuticals has been significantly changed by the following factors: the initial of national health insurance, the implementation of reimbursement adjustment, the change of payment for medical treatment, the health care utilization of patient and the pattern for prescription of doctor. The previously mentioned factors have deeply influenced all pharmaceutical companies in Taiwan, no matter from marketing channels to the shift of market share in most categories. The life cycle and benefit was decided by government due to the policy of health care. That¡¦s why the payment of pharmaceuticals was deeply connected with the price strategy. An excellent marketing strategy can help the pharmaceutical company survive the competition.
This research is to analyze some pharmaceutical company via the following strategic theories: Competitive Analysis, SWOT, Cross-Matrix Analysis and Five-Force-Analysis and diagnose whether it is appropriate that the price and marketing tactics for counteracting the reimbursement adjustment and fiercely competitive etiology. Also, some suggested pricing and other related strategies will be derived to suggest for in the product line of large intravenous solution strategic planning.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0729103-102919 |
| Date | 29 July 2003 |
| Creators | Hsieh, Sheng-Hsu |
| Contributors | Huei-Mei Liang, Hsien-Tang Tsai, Iuan-yuan, Lu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0729103-102919 |
| Rights | not_available, Copyright information available at source archive |
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