A Study of Service Innovation in Pharmaceutical Industry─Application of AHP

• Main Authors: JUI - HSIANG TU, 杜芮翔
• Other Authors: 林傑毓
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/738rnc

碩士 === 長榮大學 === 高階管理碩士在職專班(EMBA) === 97 === The pharmaceutical market in Taiwan has been in an extremely competitive environment. We can see many cases of price-cutting competition, transforming old one into new one, and unreal promotions, however, few of them are service-oriented promotion strategy. Service is an invisible product, which is an unseen power increasing products’ added value. Being part of the service industry, pharmaceutical industry, must be considered seriously. The product pharmaceutical industry promotes is the pharmaceutical goods which closely related to people’s health. No matter for remedy, health protection or health care, it’s closely associated with people’s safety. Hence, when it comes to the issue of service innovation in pharmaceutical industry, we should take it more seriously and take much business responsibility than others. Service innovation is a wide range of scale, it contains everything related to service, and it has become a new doctrine over the past few years. All business runners put great efforts on studying this brand new field. Though we can find certain related studies abroad as well as domestic, it still less than expected when it comes to the description and clearness on definition of service innovation. Besides, the researches which focused on the issues of applying service innovation to pharmaceutical industry are not abundant. Therefore, this study is expected to make some contributions. The study uses the approach of literature-review, experts-interviewing to form the expert questionnaire survey, and adopts analytic hierarchy process（AHP） to figure out the weights of all dimensions from returned questionnaires, and make conclusions as well as suggestions at the end. The study indicates as below: as far as pharmaceutical industry’s service innovation is concerned, “Organization E Style Innovation” from “Innovation Strategy” is the most important; it is the same for “Price Strategy Promotion” from “Marketing Strategy”; “Provide Service with Newness” from “Among New Chances of Market”; “Government Formulate Policy” from ”Government Bill”. Keywords: Pharmaceutical Industry, Service Innovation, Analytic Hierarchy Process（AHP）