| Summary: | 碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 103 === Facing the strict Pharmaceutical Affairs Law and government’s demand of promoting PIC/S certification, it causes the costs of pharmaceutical industry to increase. However, the cutback of the health insurance pay seriously affects the pharmaceutical price policy, and the lack of domestic market scale also makes them unable to eliminate this crisis. This industry is facing tremendous obstacles in domestic economy so that they have to strengthen their possibilities by extending their export lest being eliminated in this challenge of promoting pharmaceutical factories dominated by government.
To do this research, I cite T Pharmaceutical Corporation to be our example, and I want to look into the depth of the consumption of this company’s interior General Affairs Department by interviewing the staff members. Certainly, Probing into the company’s futuristic promotion strategy is also important.
The result of this research shows: (1) the products of community pharmacies, retailed pharmacies and Chinese medicine clinics are seen as the essential affective elements in their promotion strategy, but they still need to come with pricing strategy, channel strategy and promotion strategy to be effectual. (2) Facing the community pharmacies, it is imperative that T Corporation’s professional pharmaceutical salespeople should adopt a way of realizing the needs of clients one by one and find the reason why pharmacies purchase their products to increase their sales volume. (3)Facing the retailed pharmacies, T Corporation is required to take note of distinctions of their product packing and go with the promotion strategy. (4) The recommendation of doctor’s authority is considered the top priority in Chinese medicine clinics, so T Corporation is required to provide more convenient promotional ways to help the doctors quickly use.
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