| Summary: | 碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 92 === Abstract
Pharmaceutical industry can be regard as one of the knowledge-intensive industries. Designing a sales promotion for the new medicine really has very great influence on new products to enter the market successfully not only because of its time-consuming and enormously expensive research and development process, but also owing to the government’s control on the production and sales of pharmaceuticals. However, the pharmaceutical products in the domestic market are all generics which are usually lacking of innovation. Therefore, few companies promote their new products through the “New Product Preannouncement” to raise success rate for the new products.
Through the specific case study, my study analyzes and reviews the pluses and minuses of the new product preannouncement activity that Standard Pharmaceutical Company has done with its medicine-grade Cordyceps Sinensis. Moreover, my study also analyzes and reviews whether the preannouncement activity is implemented with thoughtful consideration. In this way, other companies which intend to implement the new product preannouncement activity may take it for reference. The following are the most important conclusions of my study:
1. In the medicine market, new product preannouncement strategy is recommended to raise the success rate for the new products sales.
2. The quality of the new product preannouncement design influences the success rate for the new products sales.
3. While engaging in new product preannouncement, it’s better to depict the functions and attributes of the new products in detail.
4. The first issuer of new generics may implement the new product preannouncement after obtaining the medicine license from National Health Administration. However, the preannouncement activity can be planned in advance.
5. To promote new product preannouncement, 4W2H should be considered at the same time.( 4W means “Who”, “When”, “What” and “Why”, while 2H represents “How much” and “How to do”)
Keyword：new product preannouncement, Pharmaceutical industry
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