臺灣益生菌藥品市場拓展策略之探討-以S公司為例

Abstract

本研究主要的目的是要以臺灣本土知名的製藥企業-S公司作為研究對象，來探討及聚焦於有功效訴求及有法規認證的藥品級的益生菌市場之產品差異化及市場區隔化之拓展策略。基於決策問題複雜度及其影響層面深遠，本研究採用層級分析法(Analytic Hierarchy Process，AHP)，作為益生菌藥品市場拓展策略的決策模式與評估方法，以提高決策的評選品質與客觀性。 本研究的決策模式，是以S公司之益生菌藥品與市場的特性做分析，建立AHP層級架構圖，決定各層級的構面與評估準則。本研究問卷調查的對象為生技醫藥相關領域之專家，包括醫師、藥師、藥品行銷高階主管、學術研究者。本研究彙總專家的問卷調查結果，進行各層級構面、評估準則及拓展策略方案之加權與評點分析，作為S公司在制定益生菌藥品市場拓展策略的決策之選擇與建議。 從本研究的分析與結果中，可以了解市場拓展策略的四個主要構面:以產品構面被認為最重要，其次依序是行銷構面、顧客構面、通路構面。至於市場拓展策略的八項重要準則中，以產品功效的影響性被認為最重要，其次依序是品牌知名度的重要性、促銷導入的有效性、行銷團隊的影響力、消費者的接受度、通路商的合作關係、銷售管道的廣泛性，消費者的忠誠度被認為影響性最小。對於市場拓展策略的四個主要策略方案中，以一般藥局被認為是最優先執行的拓展方案，其次依序是大賣場藥局、診所、醫院。本研究並依照上述的分析與結論，研擬市場拓展策略方案之行動方案。本研究成果除了可以作為S公司在拓展益生菌藥品市場策略之參考，亦可作為發展及深耕此領域藥品市場之建議。The main purpose of this study is to explore and focus on the development strategies of product differentiation and market segmentation of the effectiveness oriented and legally certified pharmaceutical grade probiotics market, with the famous Taiwanese pharmaceutical Company S as the study subject. In consideration of the degree of complication and influence concerning strategies, the study adopts the Analytic Hierarchy Process (AHP) as the decision making model and assessment method for development strategies of the probiotic drug market and the enhancement of the selection quality and objectivity of the decision making. The study’s decision-making model is analyzed basedon the probiotic drug of Company S and market characteristics. A construction of AHP level structure diagram is used to decide the dimensions and assessment criteria of different levels.The questionnaire subjects of this study are experts in the biotechnology and medicine related field, including doctors, pharmacists, senior manager of drug marketing management and academic researchers. The results from the experts are integrated and undergo different analysis of different level analysis, assessment criteria and weighting and rating of development strategy plans; which serves as the choice and suggestion for Company S’s establishment of probiotic drug market development strategies. From the study’s analysis and results, we can understand the four main dimensions of market development strategies, based on the order of importance, are: product, marketing, customer and channel. In terms of the eight important criteria for market development, product efficacy is deemed as the most important, followed by brand awareness, effectiveness of promotions, influence of marketing team, consumer acceptance, channel collaboration relationships, extensiveness of distribution channels, with consumer loyalty as the least influential. Within the four main market development strategy proposals, the proposal for general pharmacies has the highest priority, followed by hypermarket pharmacies, clinics and hospitals. This study composes the market development strategy execution proposal based on the aforementioned analysis and conclusions.Aside from being a source of reference for Company S’s probiotic drug market development strategies, the study can also serve as a proposal for the development and in-depth management of the pharmaceutical market in this field.