| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 105 === In the field of medical care, medicine is the essential element of healthcare and disease treatment. Basing on generic drugs, Taiwan’s pharmaceutical industry faces great pressure of business growth under the resource constraints of national health insurance and the more severe laws.
Through the study of the development of the case company, it shows that the policy of Taiwan’s health insurance and the change of the industry environment have caused limitation to the development of the existing generic drug business.
On the other hand, facing Taiwan’s medicine and hygiene standards, health insurance and high dependency on local markets, the case company’s organizational change, diversification, international allocation, international subcontracting, and market expansions are to review and rely less on Taiwan’s health insurance.
Finally, limited by the particularity of pharmaceutical industry, especially the control of key Active pharmaceutical ingredient (API) and market expansions, the case company should make creative strategies to pursue the goal of customer loyalty rather than simply OEM. And reshape the value net of generic drugs. On the expansion of Consumer Goods Market, the case company should also increase serviceability, which is to change from original OEM, ODM to OBM. Especially the ability of marketing, sales and resource integration. In terms of new drug development (NDA), cooperate with the division of the medical center that the case company was familiar with. Bring up the marketing and sales team by dealing in new drug to help products lead in medical center. Build up new mode of compound business model of the case company.
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