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題名 潛銷行為研究--以台灣地區藥局UTC產品為例
The research of niche marketing-- a practical study of the UTC products of pharmacy channel in Taiwan
作者 黃勝利
Huang, Sheng Li
貢獻者 陳建維
黃勝利
Huang, Sheng Li
關鍵詞 潛銷
UTC
藥局
行銷
利基
日期 2011
上傳時間 30-Oct-2012 10:59:37 (UTC+8)
摘要 台灣製藥生技產業，長期面臨市場規模太小，全民健保藥價調降，以及國際大廠的競爭壓力。本研究以供應商對藥局零售商(B to B)的角度深入探討製藥生技產業外在環境及供應商內部條件，分析藥局潛銷行為與相關文獻理論關係，並以現代化藥局中佔營業額比例最高的嬰幼兒營養品市場為例，分析藥局潛銷行為特性及市場運作模式。
　　本研究歸納出潛銷行為的八項特性，分別為特有性、客製化商品、通路導向、人員銷售、高毛利率、長期關係、市場規模小、商品流動管理。這八項特性符合文獻中行銷組合(4Ps)、ＳＴＰ、關係行銷、競爭行為等相關理論根據。
本研究提出台灣製藥生技產業的Ｗ型雙微笑曲線模型，作為產業發展的方向，建議避開新藥研發及代工生產等高風險及低附加價值的曲線底部，以曲隔及利基發展品牌，以及與通路結合。台灣藥局潛銷行為符合中小型供應商作為發展利基及區隔市場的重要策略方向。經由產業環境分析，保健食品及化妝品是台灣醫藥生技產業目前最大也是未來最具潛力的次產業。
　　本研究結論顯示，最佳的藥局潛銷模式，必須符合行銷組合(4Ps)、PUSH & PULL策略、品牌策略、顧客關係管理及研發創新五大項策略組合，配合改善潛銷基本結構、流貨競價及網路銷售，以及市場競爭問題。本研究也發現，成功的潛銷行為最後會產生『策略轉換點』而面臨挑戰，潛銷行為應該要維持一定規模的市場，以保持區隔及利基的優勢。
參考文獻 一、【中文部份】
方世杰、方世榮(2002) ，「從交易成本與代理理論探討醫藥行銷通路－以
行為規範與控制機制為調節變數」，管理評論，第31卷，第3期，頁1-24
李金斾(2009) ，「行銷策略與商品大眾化－以康孋公司SOD-LIKE為例」，
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何宗坤(2004) ，「台灣製藥業新產品上市預告之研究—以生達化學製藥公司
藥品級冬蟲夏草為例」，國立中山大學管理學院碩士論文
林誠、徐淑珠(2010) ，「通路權力與通路氣侯對夥伴關係影響合作績效之研
究－以某醫藥公司為例」，健康管理學刊，第8卷，第2期，頁121-135
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鄭佩綺、董正玫(2009) ，「台灣OTC保健市場需求與趨勢分析」，工研院
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932106
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099932106
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 黃勝利zh_TW
dc.contributor.author (Authors) Huang, Sheng Lien_US
dc.creator (作者) 黃勝利zh_TW
dc.creator (作者) Huang, Sheng Lien_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:59:37 (UTC+8)-
dc.date.available 30-Oct-2012 10:59:37 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:59:37 (UTC+8)-
dc.identifier (Other Identifiers) G0099932106en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54432-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 99932106zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 台灣製藥生技產業，長期面臨市場規模太小，全民健保藥價調降，以及國際大廠的競爭壓力。本研究以供應商對藥局零售商(B to B)的角度深入探討製藥生技產業外在環境及供應商內部條件，分析藥局潛銷行為與相關文獻理論關係，並以現代化藥局中佔營業額比例最高的嬰幼兒營養品市場為例，分析藥局潛銷行為特性及市場運作模式。
　　本研究歸納出潛銷行為的八項特性，分別為特有性、客製化商品、通路導向、人員銷售、高毛利率、長期關係、市場規模小、商品流動管理。這八項特性符合文獻中行銷組合(4Ps)、ＳＴＰ、關係行銷、競爭行為等相關理論根據。
本研究提出台灣製藥生技產業的Ｗ型雙微笑曲線模型，作為產業發展的方向，建議避開新藥研發及代工生產等高風險及低附加價值的曲線底部，以曲隔及利基發展品牌，以及與通路結合。台灣藥局潛銷行為符合中小型供應商作為發展利基及區隔市場的重要策略方向。經由產業環境分析，保健食品及化妝品是台灣醫藥生技產業目前最大也是未來最具潛力的次產業。
　　本研究結論顯示，最佳的藥局潛銷模式，必須符合行銷組合(4Ps)、PUSH & PULL策略、品牌策略、顧客關係管理及研發創新五大項策略組合，配合改善潛銷基本結構、流貨競價及網路銷售，以及市場競爭問題。本研究也發現，成功的潛銷行為最後會產生『策略轉換點』而面臨挑戰，潛銷行為應該要維持一定規模的市場，以保持區隔及利基的優勢。		zh_TW
dc.description.tableofcontents 第一章 緒論……………………………………………………………………1
第一節 研究背景與動機………………………………………………………1
第二節 研究目的………………………………………………………………4
第二章 文獻探討………………………………………………………………5
第一節 行銷管理學理…………………………………………………………5
第二節 關係行銷理論 ………………………………………………………14
第三節 競爭行為 ……………………………………………………………21
第四節 藥品行銷管理 ………………………………………………………32
第三章 研究方法 ……………………………………………………………53
第一節 研究架構 ……………………………………………………………53
第二節 研究設計 ……………………………………………………………55
第三節 研究流程 ……………………………………………………………59
第四章 台灣製藥生技產業概況 ……………………………………………63
第一節 產業現況 ……………………………………………………………63
第二節 台灣製藥生技產業未來發展 ………………………………………88
第五章 個案公司研究與分析………………………………………………109
第一節 A公司 ………………………………………………………………109
第二節 B公司 ………………………………………………………………123
第三節 C公司 ………………………………………………………………136
第四節 潛銷行為理論與實務交叉分析……………………………………150
第六章 結論與建議…………………………………………………………171
第一節 研究結論……………………………………………………………171
第二節 研究限制……………………………………………………………182
第三節 研究發現與建議……………………………………………………182		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099932106en_US
dc.subject (關鍵詞) 潛銷zh_TW
dc.subject (關鍵詞) UTCzh_TW
dc.subject (關鍵詞) 藥局zh_TW
dc.subject (關鍵詞) 行銷zh_TW
dc.subject (關鍵詞) 利基zh_TW
dc.title (題名) 潛銷行為研究--以台灣地區藥局UTC產品為例zh_TW
dc.title (題名) The research of niche marketing-- a practical study of the UTC products of pharmacy channel in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、【中文部份】
方世杰、方世榮(2002) ，「從交易成本與代理理論探討醫藥行銷通路－以
行為規範與控制機制為調節變數」，管理評論，第31卷，第3期，頁1-24
李金斾(2009) ，「行銷策略與商品大眾化－以康孋公司SOD-LIKE為例」，
國立中山大學管理學院碩士論文
何宗坤(2004) ，「台灣製藥業新產品上市預告之研究—以生達化學製藥公司
藥品級冬蟲夏草為例」，國立中山大學管理學院碩士論文
林誠、徐淑珠(2010) ，「通路權力與通路氣侯對夥伴關係影響合作績效之研
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