| Summary: | 碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 95 === Competitive Strategy ， Pharmaceutical industry , National Health Insurance reimbursement.
Since the DOH executed National Health Insurance system in 1996, all of the pharmaceutical companies in Taiwan face the radical competition．There are three major channels through medical hospitals ,area hospitals ,clinics and drugstores in Taiwanese medical industry ﹒ The marketing channel through medical center are most competitive﹒More Generic Pharmaceutical companies produce generics products in Taiwan and then negotiate price with Hospital Procurement division , which seriously affect all the foreign pharmaceutical companies’ revenue . This radical change in the government policy had already declined incentive and bonus for Taiwan local pharma companies and foreign pharma companies﹒
In fact ,the global pharmaceutical companies which dominate the channel through medical centers has gained much more growth in revenue than the local pharmaceutical companies which control the channels through regional institutional or individual owned hospitals since the implementation of National Health Insurance program.
The purpose of this thesis tries to analyze the medical industry . The analytic tools such as Poter’s Diamond Model and Five-Force Model are used to analyze the medical industry. The related market strategies and intelligence in pharmaceutical industry will be proposed in order to find the basic elements of establishing and managing advantages.
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