隨著全球人口老化，人類對醫療需求漸增，全球醫療費用支出日漸沉重。預估至2026年，全球處方藥品市場產值上看1.36兆美元。顯示藥品費用是醫療費用內龐大且持續成長的支出。各國因醫療負擔日趨沉重，已開發國家多鼓勵使用學名藥來降低醫療成本，因此越來越多藥廠配合，發展學名藥。也造就了近年很多學名藥國際大廠的崛起。這些國際學名藥廠為擴展營業版圖，陸續進軍全球使用學名藥最大的亞洲市場 ，台灣將受此衝擊影響。台灣學名藥廠該如何因應，找出適當的行銷策略及發展自身優勢，值得深思。 本研究主要探討台灣學名藥廠面對國外品牌學名藥的因應策略，藉由總體環境分析，台灣藥品銷售趨勢分析及策略群組分析及藥品產業生命週期進行外部分析。其次，參考Kotler & Keller(2006) 提出的行銷理論，包括行銷組合策略 (4P’s)及 目標行銷策略 (STP)，深入分析台灣學名藥廠與國外品牌學名藥廠，並以台灣本土藥廠的角度藉由SWOT矩陣分析找出市場競爭優勢。本研究以質性研究中的個案研究法，選擇個案S公司，透過次級資料的搜集與高階主管深度訪談，了解個案S公司的行銷策略。 本研究整理歸納出下列結論，包括: 一、提升公司整體形象及強化知名度； 二、拓展公司品牌，建立品牌形象；三、加強推廣自我照護藥品及保健項目；四、聚焦特定劑型，於特定疾病領域持續強化；五、鎖定目標市場，提高市占率；六、行銷業務人員的專業素質持續提升。;As the global population ages, the demand for medical care is increasing and the global medical expenses are becoming heavier. By 2026, the global prescription medicine market is estimated to be worth US$1.36 trillion. This indicates that pharmaceutical costs are a large and growing component of healthcare costs. Developed countries are encouraging the use of generic drugs to reduce health care costs, so more and more pharmaceutical companies are developing generic drugs. This has led to the rise of many major international manufacturers of generic drugs in recent years. In order to expand their business territory, these international generic drugs companies have been entering the Asian market, which is the largest market for generic drugs in the world, and Taiwan will be affected by the impact. It is worth considering how Taiwan generic pharmaceutical companies should respond to this situation by identifying appropriate marketing strategies and developing their own advantages. The purpose of this study is to explore the marketing strategies of generic companies in response to foreign branded generic drugs. First carry out external analysis through PEST analysis, Taiwan drug sales trend analysis, strategic group analysis, and pharmaceutical industry life cycle. Secondly, with reference to the marketing theory issued by Kotler & Keller (2006), the in-depth analysis of Taiwan generic pharmaceutical companies and foreign brand generic pharmaceutical companies including the marketing mix strategy, target marketing, and from the perspective of Taiwan pharmaceutical companies find market competitive advantage by SWOT matrix analysis. This study carries out a case study from the standpoint of qualitative study. Company S is selected as the case. Through the collection of secondary data and in-depth interviews with senior executives, the business and marketing strategies of Company S are obtained. The study summarizes the following conclusions, they are: 1) enhance the overall image of the company and strengthen awareness; 2) expanding the company brand and building brand image; 3) strengthen promotion of self-care drugs and health programs; 4) focus on specific dosage forms and continue to strengthen in specific disease areas; 5) focus on the target market and increase market share; 6) continue to improve the professionalism of the marketing staff.
