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| Title: | 醫院及藥商在健保制度下之價值網研究-以A醫院為例
The Value Net Employed by Hospitals and Pharmaceutical Companies under the National Health Insurance - A Case Study of A Hospital |
| Authors: | 陳建州
Chen, Chien-Chou |
| Contributors: | 李易諭
Lee, Yih-Yuh
陳建州
Chen, Chien-Chou |
| Keywords: | 競合策略
價值網
價值行銷
藥品供應
供應商管理
Competition cooperation
Value net
Value marketing
Medication supply
Supplier management |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:42:03 (UTC+8) |
| Abstract: | 我國實行全民健康保險制度迄今已近25年，提供全國民眾一個可靠的、負擔得起的醫療照護，實為難能可貴。全民健康保險的實施對於國內的醫療生態有著重大的影響，各醫療機構當中存在著相當程度的競爭與合作關係，而醫院對於上游的供應商也有合作和議價的關係。不可否認的，各醫院為了能夠生存，莫不竭盡心思增加本身的競爭力以讓醫院利潤最大化，而藥品的利益是不容忽視的一部分。醫院和供應商之間如何成為策略聯盟，進而提升對病患的服務品質為本研究之目的。
本研究針對某一地區中型醫院和藥品供應商進行深入訪談，並且以價值網的角度探討醫院和藥品供應商之間可能的合作策略，雙方需求和可提供的價值可以使醫院提供更有品質的醫療服務。
研究發現，當尋求雙方合作的可能性時，供應價格就不是唯一的議題，醫院和藥品供應商之間仍有許多可合作的接觸點。隨著醫療產業的生態環境演變，藥商也改變藥品行銷方式來維持與醫院的關係，而醫療院所在選擇藥品時，除了價格因素外，還有藥品本身品質、藥商行銷活動、供應效能等。藥商亦會使用不同的行銷方式與醫院及個別醫師建立關係，提供藥品的相關資訊及贊助醫院、病友活動等。印證了彼此關係架構符合價值網理論，共同為創造病患最大價值而努力。
In Taiwan, National health insurance has implemented in our country for nearly 25 years. It provides a reliable and affordable medical care for the whole country. But it also has a significant impact on domestic medical ecology. In the health system, there are several kinds of competition and cooperation relationships among medical institutions. On the other hand, medical institutions also have cooperation and bargaining relations with their suppliers and customers. It is undeniable that hospitals need to take every effort to increase their competitiveness and maximize profits to get survival in this environment, and mostly, the profit from pharmaceutical products is part of that cannot be ignored. The purpose of this research is to establish a strategic alliance between hospitals and suppliers to improve the value of service quality of patients.
This study conducted in-depth interviews with medium-sized hospitals in a certain area and pharmaceutical product suppliers. To discuss the possible cooperation strategies between hospitals and pharmaceutical product suppliers from the perspective of the value net. The needs of both parties and the value that can be provided to make hospitals could provide more quality medical services.
The study found that when seeking the possibility of cooperation between the two parties, the price of supply is not the only issue, and there are still many points of cooperation between hospitals and pharmaceutical products suppliers. With the evolution of the ecological environment of the medical industry, pharmaceutical products suppliers have also changed the way that their marketing to maintain the relationship with hospitals. In addition to price factors, the quality of the pharmaceutical products itself, suppliers marketing activities, supply efficiency, etc. Suppliers will also use different marketing methods to establish relationships with hospitals and individual physicians, provide information about drugs, and support hospitals and patient events. It confirms that the relationship structure of each other is in line with the value net theory, and work together to create maximum value for patients. |
| Reference: | 一、中文部分
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932180 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932180 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001036 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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