新型止痛藥市場行銷策略之研究——以發泡錠劑型止痛藥為例

The Marketing Strategic for New analgesics – A Study of Effervescent Tablets

本研究針對發泡錠劑型止痛藥進行市場行銷策略研究。研究方法以市場調查的問卷調查為主，並進行市場區隔，找出主要目標市場的集群特性，並擬定市場行銷策略。研究結果發現，目前市售止痛藥在劑型、成分差異不大，價格則依劑量與廣告投入成正比；而影響一般民購買市售止痛藥的因素方面，購買原因主要在於舒緩疼痛，資訊來源主要來自具有專業性的藥師，而選購的因素也強調藥品的專業性部分；集群分析結果發現目標族群為年齡介於 21~50 歲，生活型態重視健康生活及喜歡嘗新與比較之消費者，對於止痛藥的選擇不但注意產品的專業性，也同時要求產品的外部性。本研究建議相關業者可針對產品劑型的優勢，以及透過專業的藥師進行推廣，以提高市場之占有率。

The purpose of the study is to understand the market share of OTC analgesics, the influencing factors of consumer purchasing behavior, the demand of the analgesics in effervescent tablets, and to draft marketing strategy of the analgesics in effervescent tablets. The method to carry out this study used market survey. The result showed that there were a lot of the brands of OTC analgesics in Taiwan, but less difference in form and ingredients. The price of OTC analgesics was in direct ratio with dosage and advertisement. The influencing factors of consumer purchasing OTC analgesics, the reason of purchase were releasing from pain, and the mainly information were gotten from pharmacist, and the choosing factors were emphasis on specialties of drugs instead of price. In connection with the effervescent tablets, through the process of segmentation, the aimed market group was around 21~50 years old, and valued healthy life and trying new things. The group not only requested specialty but also exterior terms. The results of the present study suggest that the company can consult the market strategy proposed from this study to raise the market share.