碩士 / 逢甲大學 / 經營管理碩士在職專班 / 99 / Taiwan’s National Health Insurance has brought convenient medical care for the population and increased the demand in the pharmaceutical market, which has extensive and complicated impacts on the pharmaceutical industry. Fierce competition in the pharmaceutical market emerges as a result of various reasons, including the aftermath of the 2009 global financial crisis, increasing ageing population in Taiwan, the nearing of expiration protection for several patent drugs, reduced coverage of health insurance policies in various countries, reduction in drug prizes, and more meticulous approval standards for new drugs in the U.S.A. and in Taiwan. The original pharmaceutical companies face new challenges as the patent protection for several of their blockbuster drugs will soon expire before 2014, while new drugs are subject to limitations of the developing process and may not hit the market in time. With none therapy-area uniqueness and inadequate distinctions among different products, it has become a pressing issue for pharmaceutical companies to emphasize their competitive edge, promote smooth introduction of new products into the market, and organize advantageous management strategies.
This study analyzes a particular foreign-capital original pharmaceutical company that has established its branches in Taiwan. By observing how the company introduces and promotes its new products in the market, this study examines how the current medical environment under Taiwan’s National Health Insurance has affected the promotion strategy of the original pharmaceutical company. It also projects possible trajectories in Taiwan’s pharmaceutical market in the future.
This study is based on secondary-data collection and in-person interviews to determine the current lifecycle and status of the object original pharmaceutical company. Based on the results, suitable management strategies are proposed that help the company to sustainable management and avoid vicious price-cutting competitions. It is also hoped that this study would generate further research into related areas.
| Identifer | oai:union.ndltd.org:TW/099FCU05457053 |
| Date | January 2011 |
| Creators | Wei-Jye Tsai, 蔡維杰 |
| Contributors | Kuang-Wen Wu, 吳廣文 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 192 |
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