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博碩士論文 etd-0618119-205005 詳細資訊
Title page for etd-0618119-205005
論文名稱
Title
醫藥產業之數位行銷對業務發展的影響
The Impact of Business Development of Digital Marketing in the Pharmaceutical Industry
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
69
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2019-05-17
繳交日期
Date of Submission
2019-07-18
關鍵字
Keywords
業務發展、數位行銷、醫藥產業
Pharmacetical industry, Digital Marketing, Sales Force Effectiveness
統計
Statistics
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中文摘要
現今,「網路」已成為重要的調查研究、獲取新知,以及與同業連結工具,網路已變成人們生活中不可或缺的部分。We Are Social和Hootsuite兩大網站共同發布「2018全球網路使用調查報告」,報告指出,使用網路的人口數已經超過全球人口的一半,並以年增率7%快速成長。同時,報告中指出,使用網路的人口平均每日使用網路的時間約6小時,這已達到1/3的人們醒著的時間。也因此,醫藥產業的行銷人員藉由數位行銷幫助臨床醫師傳遞更有效且低成本的照護方法給予日漸自主的病患,這將是最成功的方式。而有效的數位行銷策略,便是運用醫師現有上網習慣,將醫藥資訊引導至醫師日常例行公事間。
有鑑於此,本研究乃藉由文獻回顧與深度訪談法,透過產業內專家的一對一訪談進行資訊收集,以構思數位行銷是否有助於醫藥產業業務績效的發展,並探討台灣醫藥產業推行數位行銷的可行性。
經整理訪談結果並加以分析後,本研究發現:
一、基於對業務代表的服務均相當滿意,因此,醫師認為面對面行銷方式有其必要性。
二、醫師對於取得醫學資訊有強烈需求,此部分是一般業務代表無法滿足的。
三、所有訪談對象均認為透過數位行銷可以提升獲取資訊的效益,但也認為業務人員傳統拜訪的模式是建立客戶關係很重要的一環。
整體而言,本研究發現數位行銷在台灣醫藥產業仍屬新的創新構思,醫師長期來都依賴業務人員拜訪模式,但對於新的數位行銷的接受度已日漸提升,並體驗到數位行銷所帶來的效益。因此,台灣醫藥產業應可藉由數位行銷來提高業務發展。
Abstract
The Internet gradually becomes an important platform for research, new knowledge, and industrial network. The Internet becomes an indispensable part of human lives. We Are Social and Hootsuite released the "2018 Global Network Usage Survey Report", which reported that the number of people using the Internet has exceeded half of the global population and is growing at an annual rate of 7%. At the same time, the report pointed out that the average daily use of the Internet is about 6 hours, which has reached 1/3 of the time people are awake. Therefore, the marketing people in the pharmaceutical industry start to seek for a cost-efficient method which can help physicians take care of their patients through the digital marketing. With a successful and cost-efficient digital marketing strategy, it can be applied to physicians’ daily routine and also be levered to their current experience.
This study is focused on whether the digital marketing is benetical to the business development in the pharmaceutical industry and explores the feasibility of implementing digital marketing in Taiwan's pharmaceutical industry. Therefore, this study uses literature review and the one-on-one interview with industrial experts to collect information.
The results are analyzed and summarized as below:
1. Physicians is satisfied with the service made by sales representative, and physicians believes that face-to-face visit is necessary.
2. There is a strong demand on medical information from physicians, but sales representatives cannot meet the expectations of physicians.
3. All interviewees believe that the efficiency of accessing the information can be improved through digital marketing, but the model of traditional face-to-face visits is still an important part of engaging customer relationships.
This study finds that digital marketing in Taiwan's pharmaceutical industry is still an innovative concept. Physicians have get used to reply on the medical or clinical information delivery dring sales representatives’ visits. However, the acceptance and the user experience of the digital marketing are increasing gradually. Therefore, Taiwan's pharmaceutical industry should be able to improve business development through digital marketing.
目次 Table of Contents
論文審定書…………………………………………………………………………i
誌謝…………………………………………………………………………………ii
摘要…………………………………………………………………………………iii
Abstract ………..………………………………………………………………..…iv
目錄…………………………………………………………………………………v
表次…………………………………………………………………………………vi
圖次…………………………………………………………………………………vii
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………01
第三節 研究流程……………………………………………………………02
第四節 研究範圍與限制……………………………………………………02
第二章 產業現況 …………………….………………………………………….03
第一節 全球醫藥產業概況…………..…………………..…………………03
第二節 全球醫藥產業數位行銷的趨勢 …………………..………………07
第二節 醫藥產業數位行銷的挑戰 ………………………..………………10
第三章 文獻探討…………………………………………………………………11
第一節 行銷理論..……………………………………..……………………11
第二節 數位行銷的定義..……………………………..……………………19
第三節 數位行銷的演進..……………………………..……………………20
第四節 數位行銷的內涵..……………………………..……………………21
第五節 傳統行銷與數位行銷的比較 ..……………………………………22
第四章 研究設計…………………………………………………………………24
第一節 研究結構……………………………………………………………24
第二節 研究方法……………………………………………………………24
第五章 研究發現…………………………………………………………………29
第一節 台灣醫藥產業的行銷現況..……………..…………………………29
第二節 台灣醫師與藥品合作的關鍵因素…………………………………30
第三節 台灣醫藥產業數位行銷的發展……………………………………31
第四節 歐美國家數位行銷的成功關鍵因素………………………………32
第五節 台灣醫藥產業數位行銷的挑戰……………………………………33
第六節 數位行銷對台灣醫藥產業的變化…………………………………34
第六章 結論與建議………………………………………………………………35
第一節 結論…………………………………………………………………35
第二節 建議…………………………………………………………………35
參考文獻 ..…………………………………………………………………………38
附錄..……………………………………..…………………………………………42
參考文獻 References
一、 中文
1. 戴國良,2012,數位行銷,台北市:五南出版。
2. 黃俊堯,2019,數位行銷,台北市:集葉書廊。
3. 吳仁和,2016,資訊管理 企業創新與價值創造,台北市,智勝文化。
4. 劉盈君譯,Philip Kotler, Hermawan Kartajaya, Iwan Setiawan,2017,行銷4.0:新虛實融合時代贏得顧客的全思維,台北市,天下雜誌。
5. 徐世同、楊景傅譯,Philip Kotler, Kevin Lane Keller,2016,行銷管理,台北市,華泰文。
6. 尚榮安譯,2001,個案研究法,台北市:弘智文化。
7. 勤業眾信,2017,2017年生技醫療產業展望。
8. 國立編譯館,1990,教育大辭書,台北市:文景書局。
9. 吳芝儀、廖梅花(2002)。質性研究入門。台北:濤石文化出版社。

二、 英文
1. Alexander Osterwalder, Yves Pigneur, 2010, Business Model Generation, New Jersey, John Wiley & Sons Inc.
2. E. Jerome McCarthy, 1960, Basic Marketing: A Managerial Approach, Irwin, Homewood.
3. Harvard Business Review, Clayton M. Christensen, et al., 2013, HBR’s 10 Must Reads on Strategic Marketing, Boston, Massachusetts, Harvard Business Press.
4. Kent Wertime, Ian Fenwick, 2007, DigiMarketing: The essential guide to new media & digital marketing. Singapore, John Wiley & Sons Singapore Pte. Ltd.
5. Philip Kotler, 1967, Marketing Management: Analysis, Planning and Control, New Jersey, Prentice-Hall.
6. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, 2010, Marketing 3.0: From Products to Customers to the Human Spirit, New Jersey, John Wiley & Sons Inc.
7. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, 2016, Marketing 4.0: Moving from Traditional to Digital, New Jersey, John Wiley & Sons Inc.
8. Philip Kotler, Kevin Lane Keller, 2015, Marketing Management, Harlow, England, Pearson.
9. Philip Kotler, Gary Armstrong, 2017, Principles of Marketing, Harlow, England, Pearson.


三、 網路
1. 中華民國開發性製藥研究協會,www.irpma.org.tw
2. DRG Digital - Manhattan Research, https://www.drgdigital.com/
3. Digital Training Academy, http://www.digitaltrainingacademy.com
4. Global Information, www.giichinese.com.tw
5. Global vs local: how to navigate tough challenges in pharma marketing, http://blog.wlt.com/global-vs-local-navigating-challenges-in-pharma-marketing
6. IMS Health, https://www.iqvia.com/institute/reports
7. MBA智庫百科,https://wiki.mbalib.com
8. Pharma marketing trends 2019: what to expect and how to evolve, https://viseven.com/news/pharma-marketing-trends-2019-expect-evolve
9. Pharmaceutical Research and Manufacturers of America, https://www.phrma.org/
10. SK&A, https://www.skainfo.com/
11. Statista - Statistics & Facts, https://www.statista.com/markets/412/health-pharmaceuticals/
12. Taiwan Drug Market Update 2017, https://www.pacificbridgemedical.com/publication/taiwan-d/
13. The road to digital success in pharma, https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/the-road-to-digital-success-in-pharma
14. We are social, https://wearesocial.com/
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