輝瑞大藥廠與武田藥品工業經營模式分析

Abstract

本論文研製之目的在於藉由分析美國以及日本銷售量最高的製藥企業，探討成功的大型製藥企業經營模式是否有其相同或相異之處，並且在最後反觀台灣目前的製藥廠商，建議其可能可以採取的行動或是策略。有鑑於現在全球平均壽命越來越長，人口數越來越多，製藥產業日趨重要，市場在不斷成長當中，因此希望能透過本研究對於製藥先進國家大型製藥企業的分析，能夠為台灣發展中的製藥產業帶來一些貢獻。

輝瑞大藥廠與武田藥品工業兩家大型製藥業者目前共同面臨到最大的危機就是旗下的暢銷藥品專利即將到期，兩家製藥業的營收受到不小的衝擊，為了對抗這個危機，勢必必須想辦法增加公司的藥品，而研發新藥到上市所需耗費的時間與資金龐大，因此大型的製藥業普遍在研發的同時採用併購的方法，來獲得新的暢銷藥品及研發技術，尤其越大的企業越是如此，武田藥品工業除了併購之外，較頻繁採用與其他廠商聯盟合夥的策略。而兩家企業最大的差別就是在於國際化的程度，日本由於其文化以及以往種族上的優越感，長期呈現自給自足的狀態，直到近幾年才開始積極的拓展國際版圖，但輝瑞大藥廠以佈局許久，因此造成美國與日本最大的製藥廠商規模上的差距。除此之外，兩藥廠為了產品品質的控管，也分別採取許多相關的監察相關措施，以及對於其合作夥伴的規範。

反觀台灣，目前製藥產業尚在發展中的階段，規模與技術都與美國和日本兩製藥先進國家相距甚遠。雖然不能夠直接承襲美日所採取的策略與經營模式，但卻可以加以學習，本研究所提出的建議分為三大面向，對於公司內部，為投入研發與建立監管等制度；關於合作夥伴方面，由於台灣藥廠規模不如國際藥廠來的龐大，無法使用併購手段來快速增加自己的實力，因此建議可先從幫國際大廠代工和與其聯盟開始著手；最後則是轉型另闢營收和搶占新興市場，希望能夠以此策略壯大國內的製藥產業。

The purpose of this thesis is analyzing the top selling American and Japanese pharmaceutical companies through Hamel’s business model, and discusses the differences between the two companies. And then giving some advises to Taiwan pharmaceutical industry to see what strategies and actions it may take. Pharmaceutical industry becomes more and more important because of the global average life and populations. Hoping this research about analyzing pharmaceutical companies of advanced countries can bring some contributions developed pharmaceutical industry of Taiwan. Both Pfizer and Takeda face the biggest problem about off-patent of their blockbusters which would affect their sales seriously. They should increase their drugs and product lines to solve it. But research and developing new drugs need lots of time and money, so large pharmaceutical companies especially Pfizer use merger and acquisition at the same time to get new blockbusters. And Takeda also uses alliance to cooperate with other authorities. The biggest difference between the two companies is the degree of internationalization. Because of culture and ethnocentrism, Takeda contained self-sufficiency for a long time, and starts to expend aggressively in recent years. But Pfizer already expended to the whole world. And this is the main reason of the gap of the two companies’ scales. Besides, both of two companies pay much attention on quality control system and standard to their partners. Reflect to Taiwan, the pharmaceutical industry in Taiwan is still at developing stage, so the scale and technology are not good yet. Though it can’t use the business models of American and Japanese companies directly, it can learn some from that. This research gives advices from three aspects. The first is for internal company; the pharmaceutical companies can build control system and invest in researching. The second aspect is for partnership, and Taiwan can use alliance or OEM to increase our own strength. Finally aspect is entering to the emerging markets to get the niches or transforming to another field to obtaining funds.