The Analysis of Marketing Innovation in Pharmaceutical Factories
| Autor: | PAN,CHIN-LAI, 潘進來 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 The exploitation of pharmaceutical companies have been much restricted to the envelope of the current domestic medical industry environment and laws and health insurance systems. Besides the fierce competition with each other, they also face the defensive of after the product patent and offensive of generic pharmaceutical companies in the market. The success of drug development involves endless efforts and time and often misses time to market windows. Therefore, it is important to apply the marketing approach to sales of existing marketed drugs or to use resources effectively in their own patents over old products in order to achieve maximum efficiency in sales. It is not only to win over the customers in the clinical to recognize the company's prescription drugs but also to further expand market shares and obtain operating profits. How to accomplish these for the exploitation of pharmaceutical companies to gain competitive advantages is the main subject for discussion. The pharmaceutical companies on marketing strategy should take their competitive advantages to combine with the proper use of resources and innovation, full communication throughout the company, and marketing innovation execution to enable the win-win situations between industry and market, to enhance the long term competitive position of the pharmaceutical companies, and achieve their goals. This study focuses on five branch offices of foreign pharmaceutical companies for the development of the original object of study. The understanding of "Innovation", "innovative marketing", and "marketing mix" theory has been drawn from the discussion in the literature collected. Based upon the "7Ps" marketing mix theory architecture, the research data is collected through the use of a data, secondary data and semi-structured interview method in order to clarify issues with in depth exploration and to adopt qualitative research analysis to explore the research of pharmaceutical marketing innovation. And to analyze individual cases of company innovation: Product innovation - product positioning, design, packaging, innovative personnel - human resources management, promotion of innovation - sales promotion, advertising, real evidence of innovation - message communication. Case co strengths are: product innovation - product diversification, the company's image, the price of innovation - rebates, access innovation - the indirect pathway, promotion of innovation - sales promotion, innovation process management - marketing project management, innovation and evidence entity - physical environment, personnel innovation - human resources management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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