受到全球製藥產業結構性變化之趨勢與影響，以及健保制度一再修正之衝
擊，製藥產業可說常常要經歷冷熱相擊的驚濤駭浪；本文研究目的在探討製藥產
品的產品創新、市場創新、組織創新、管理創新，同時該如何運用本身的產品優
勢，作為因應外在持續變化的市場、客戶環境，創新再創新，也即說渡過風浪，
聚焦後再出發。
本研究為採個案研究法之方式，對公司參與決策之關鍵人物，做經營、創
新策略的訪談及透過相關資料分析整理後，並以國內外之製藥產業分析與製藥產
品為例，深入研究，主旨在創新深耕，價值躍升；善用核心能力、提供客戶新價
值；應用不同模式、創造新的價值；更望創新帶來價值、價值產生競爭。這個結
果不僅能提供作為日後經營、行銷之依據，更盼望讓製藥產業有更成功與更發展
的空間。

With the trend and effect of the structural change in global pharmaceutical
industry and the impact of the repeatedly revisions of the Health Insurance System in
Taiwan, the pharmaceutical industry accordingly have both good and bad effects. This
study try to find about four aspects in innovation of the pharmaceutical industry,
including the product innovation, market innovation , organization innovation,
management innovation. At the meantime, I hope finding some way to deal with the
continually changing markets and clients by exploring how to use the advantage of
the product and by innovating again.
In case study research, I interviewed some key men who made the decision in
past. By integrating available information and take them as examples to discuss
deeply.
The major of this study is ：
1. Elevate pharmaceutical company value by continuously innovating.
2. Provide client new value
3. Applies different strategy, to create the new value.
4. Expect innovation could bring us the new value , and thus market have more
competitiveness.
With above conclusion, we can follow the results not only in management but also
in marketing. Therefore, let pharmaceutical industry could be successful and fully
developed.

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