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題名 國際藥廠運用多管道行銷之創新商業模式個案分析
A Case Study of Innovative Business Model for A Global Pharmaceutical Company’s Multi-channel Strategy
作者 陳瑩縈
Chen, Sandy
貢獻者 吳文傑
Wu, Jack
陳瑩縈
Chen, Sandy
關鍵詞 國際藥廠
多管道行銷
創新商業模式
個案分析
Global Pharmaceutical Company
Multi-channel Strategy
nnovative Business Model
Case Study
日期 2013
上傳時間 4-Jun-2014 14:44:29 (UTC+8)
摘要 國際藥廠運用多管道行銷之創新商業模式個案分析
Chapter 1 Introduction
     1-1 Research Motivations and Background……………………………….p.1
     1-2 Research Objectives…………………………………………………...p.3
     1-3 Research Methodology………………………………………………..p.3
     1-4 Research Scope and Limitation………………………………………p.8
     
     Chapter 2 Literature review
     2-1 Business model …………………………………………………….....p.9
     2-2 Innovations…………………………………………………………..p.15
     2-3 Multichannel marketing……………………………………………..p.25
     
     Chapter 3 Analysis of pharmaceutical Industry
     3-1 Overview of the Global pharmaceutical industry and current challenge……………………………………………………………………p.33
     3-2 Introduction of Taiwan pharmaceutical industry…………………..p.38
     3-3 Introduction Taiwan National Health Insurance Administration Ministry of health and welfare, and reimbursement policy impact to pharmaceutical industry……………………………………………………………………..p.40
     
     
     Chapter 4 case analysis
     4-1 case introduction………………………………………………………p.45
     4-2 data analysis (MCM execution pre-analysis and introduction)……….p.51
     4-3 sub conclusion…………………………………………………………p.62
     
     Chapter 5 Conclusion and suggestion………………………………………..p.66
     Reference……………………………………………………………………..p.68
參考文獻 1. Y.C Hu 2013 製藥業之新行銷模式-多管道行銷通路研究
     2. IFPMA 2012, The pharmaceutical industry and global health
     3. 2012 IMS data
     4. Feagin, Orum, & Sjoberg, 1991 , A case for the case study
     5. Stake, R. (1995). The art of case research. Newbury Park, CA: Sage Publications.
     6. Yin (1993) An investigation into individual trust development
     7. Denzin, N. (1984). The research act. Englewood Cliffs, NJ: Prentice Hall.
     8. Yin, R. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage Publishing.
     9. Levy, S. (1988). Information technologies in universities: An institutional case study. Unpublished doctoral dissertation, Northern Arizona University, Flagstaff.
     10. Magretta (2002). Harvard business Review May 2002, Why Business models matter?
     11. Teece . (2010), Business Models, Business Strategy and Innovation
     12. Osterwalder .(2010), The Business Model Canvas nonlinearthinking.typepad.com, July 05, 2008. Accessed Feb 25, 2010.
     13. Timmers and Paul ,(1998). Business Models for Electronic Markets
     14. Shafer, Smith and Linder , (2005), The power of business models. Business Horizons, 48(3), 199.
     15. Bossidy and Charan ,(2004), Confronting Reality
     16. Trott, Paul (2008), Innovation Management and New Product Development, 4th ed., Pearson Education Limited.
     17. Van der Aa, Wietze and Tom Elfring (2002),“Realizing Innovation in Services,”Scandinavian Journal of Management, 18, 155-171.
     18. Drejer, Ina (2004), “Identifying Innovation in Surveys of Services: a Schumpeterian Perspective,” Research Policy, 33, 551-562.
     19. Gadrey, J., F. Gallouj and O. Weinstein (1995), “New Modes of Innovation. How Services Benefit Industry,” International Journal of Service Industry Management, 6(3), 4-16.
     20. Windrum, Paul and Manuel Garcia-Goni (2008),“A Neo-Schumpeterian Model of Health Services Innovation,” Research Policy, 37, 649-672.
     21. Sundbo, J. (1994), “Modulization of Service Production and a Thesis of Convergence between Service and Manufacturing Organisations,”Scandinavian Journal of Management, 10(3), 245-266.
     22. Gallouji, F. and O. Weinstein (1997), “Innovation in Services,” Research Policy, 26, 537-556.
     23. Coombs, R. and I. Miles (2000),“Innovation, Measurement and Services: the New Problematic,”in Metcalf, J. S. and I. Miles (Eds.), Innovation Systems in the Service Economy, Measurement and Case Study Analysis, Kluwer Academic Publishers, Boston, pp. 85-103.
     24. Schumpeter, J. A. (1934), The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, Harvard University Press, Cambridge, MA.
     25. Dosi, G. (1982), “Technological Paradigms and Technological Trajectories, A Suggested Interpretation of the Determinants and Directions of Technical Change,” Research Policy, 11, 147-162.
     26. Strauss and Frost, 2006, Methodology for customer relationship management, Journal of Systems and Software Volume 79, Issue 7, July 2006, Pages 1015–1024
     27. Kalakota and Whinston (1997), Electronic commerce
     28. Michell et al (1998), Standardized marketing mix model
     29. McCarthy et al., (1987). Explicating an Evidence-Based, Theoretically Informed, Mobile Technology-Based System to Improve Outcomes for People in Recovery for Alcohol Dependence
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
100933016
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100933016
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 陳瑩縈zh_TW
dc.contributor.author (Authors) Chen, Sandyen_US
dc.creator (作者) 陳瑩縈zh_TW
dc.creator (作者) Chen, Sandyen_US
dc.date (日期) 2013en_US
dc.date.accessioned 4-Jun-2014 14:44:29 (UTC+8)-
dc.date.available 4-Jun-2014 14:44:29 (UTC+8)-
dc.date.issued (上傳時間) 4-Jun-2014 14:44:29 (UTC+8)-
dc.identifier (Other Identifiers) G0100933016en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/66491-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 100933016zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 國際藥廠運用多管道行銷之創新商業模式個案分析zh_TW
dc.description.abstract (摘要) Chapter 1 Introduction
     1-1 Research Motivations and Background……………………………….p.1
     1-2 Research Objectives…………………………………………………...p.3
     1-3 Research Methodology………………………………………………..p.3
     1-4 Research Scope and Limitation………………………………………p.8
     
     Chapter 2 Literature review
     2-1 Business model …………………………………………………….....p.9
     2-2 Innovations…………………………………………………………..p.15
     2-3 Multichannel marketing……………………………………………..p.25
     
     Chapter 3 Analysis of pharmaceutical Industry
     3-1 Overview of the Global pharmaceutical industry and current challenge……………………………………………………………………p.33
     3-2 Introduction of Taiwan pharmaceutical industry…………………..p.38
     3-3 Introduction Taiwan National Health Insurance Administration Ministry of health and welfare, and reimbursement policy impact to pharmaceutical industry……………………………………………………………………..p.40
     
     
     Chapter 4 case analysis
     4-1 case introduction………………………………………………………p.45
     4-2 data analysis (MCM execution pre-analysis and introduction)……….p.51
     4-3 sub conclusion…………………………………………………………p.62
     
     Chapter 5 Conclusion and suggestion………………………………………..p.66
     Reference……………………………………………………………………..p.68		-
dc.description.tableofcontents Chapter 1 Introduction
     1-1 Research Motivations and Background……………………………….p.1
     1-2 Research Objectives…………………………………………………...p.3
     1-3 Research Methodology………………………………………………..p.3
     1-4 Research Scope and Limitation………………………………………p.8
     
      Chapter 2 Literature review
      2-1 Business model …………………………………………………….....p.9
      2-2 Innovations…………………………………………………………..p.15
      2-3 Multichannel marketing……………………………………………..p.25
     
     Chapter 3 Analysis of pharmaceutical Industry
      3-1 Overview of the Global pharmaceutical industry and current challenge……………………………………………………………………p.33
      3-2 Introduction of Taiwan pharmaceutical industry…………………..p.38
      3-3 Introduction Taiwan National Health Insurance Administration Ministry of health and welfare, and reimbursement policy impact to pharmaceutical industry……………………………………………………………………..p.40
     
     
     Chapter 4 case analysis
      4-1 case introduction………………………………………………………p.45
      4-2 data analysis (MCM execution pre-analysis and introduction)……….p.51
      4-3 sub conclusion…………………………………………………………p.62
     
     Chapter 5 Conclusion and suggestion………………………………………..p.66
     Reference……………………………………………………………………..p.68		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100933016en_US
dc.subject (關鍵詞) 國際藥廠zh_TW
dc.subject (關鍵詞) 多管道行銷zh_TW
dc.subject (關鍵詞) 創新商業模式zh_TW
dc.subject (關鍵詞) 個案分析zh_TW
dc.subject (關鍵詞) Global Pharmaceutical Companyen_US
dc.subject (關鍵詞) Multi-channel Strategyen_US
dc.subject (關鍵詞) nnovative Business Modelen_US
dc.subject (關鍵詞) Case Studyen_US
dc.title (題名) 國際藥廠運用多管道行銷之創新商業模式個案分析zh_TW
dc.title (題名) A Case Study of Innovative Business Model for A Global Pharmaceutical Company’s Multi-channel Strategyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Y.C Hu 2013 製藥業之新行銷模式-多管道行銷通路研究
     2. IFPMA 2012, The pharmaceutical industry and global health
     3. 2012 IMS data
     4. Feagin, Orum, & Sjoberg, 1991 , A case for the case study
     5. Stake, R. (1995). The art of case research. Newbury Park, CA: Sage Publications.
     6. Yin (1993) An investigation into individual trust development
     7. Denzin, N. (1984). The research act. Englewood Cliffs, NJ: Prentice Hall.
     8. Yin, R. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage Publishing.
     9. Levy, S. (1988). Information technologies in universities: An institutional case study. Unpublished doctoral dissertation, Northern Arizona University, Flagstaff.
     10. Magretta (2002). Harvard business Review May 2002, Why Business models matter?
     11. Teece . (2010), Business Models, Business Strategy and Innovation
     12. Osterwalder .(2010), The Business Model Canvas nonlinearthinking.typepad.com, July 05, 2008. Accessed Feb 25, 2010.
     13. Timmers and Paul ,(1998). Business Models for Electronic Markets
     14. Shafer, Smith and Linder , (2005), The power of business models. Business Horizons, 48(3), 199.
     15. Bossidy and Charan ,(2004), Confronting Reality
     16. Trott, Paul (2008), Innovation Management and New Product Development, 4th ed., Pearson Education Limited.
     17. Van der Aa, Wietze and Tom Elfring (2002),“Realizing Innovation in Services,”Scandinavian Journal of Management, 18, 155-171.
     18. Drejer, Ina (2004), “Identifying Innovation in Surveys of Services: a Schumpeterian Perspective,” Research Policy, 33, 551-562.
     19. Gadrey, J., F. Gallouj and O. Weinstein (1995), “New Modes of Innovation. How Services Benefit Industry,” International Journal of Service Industry Management, 6(3), 4-16.
     20. Windrum, Paul and Manuel Garcia-Goni (2008),“A Neo-Schumpeterian Model of Health Services Innovation,” Research Policy, 37, 649-672.
     21. Sundbo, J. (1994), “Modulization of Service Production and a Thesis of Convergence between Service and Manufacturing Organisations,”Scandinavian Journal of Management, 10(3), 245-266.
     22. Gallouji, F. and O. Weinstein (1997), “Innovation in Services,” Research Policy, 26, 537-556.
     23. Coombs, R. and I. Miles (2000),“Innovation, Measurement and Services: the New Problematic,”in Metcalf, J. S. and I. Miles (Eds.), Innovation Systems in the Service Economy, Measurement and Case Study Analysis, Kluwer Academic Publishers, Boston, pp. 85-103.
     24. Schumpeter, J. A. (1934), The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, Harvard University Press, Cambridge, MA.
     25. Dosi, G. (1982), “Technological Paradigms and Technological Trajectories, A Suggested Interpretation of the Determinants and Directions of Technical Change,” Research Policy, 11, 147-162.
     26. Strauss and Frost, 2006, Methodology for customer relationship management, Journal of Systems and Software Volume 79, Issue 7, July 2006, Pages 1015–1024
     27. Kalakota and Whinston (1997), Electronic commerce
     28. Michell et al (1998), Standardized marketing mix model
     29. McCarthy et al., (1987). Explicating an Evidence-Based, Theoretically Informed, Mobile Technology-Based System to Improve Outcomes for People in Recovery for Alcohol Dependence		zh_TW