司徒達賢教授所創的策略矩陣分析法不僅是用來分析公司層級的事業策略，亦可用於分析單項產品之競爭策略。本研究採個案研究法，以某藥廠旗下之卵巢癌標靶藥物為研究對象，運用策略矩陣分析法，探討該藥品在台灣卵巢癌治療市場之競爭策略與經營模式。本研究針對該項藥品之產品特性、適應症及競品進行比較分析，透過商業模式九宮格及策略矩陣之系統性分析，深入剖析該藥品在台灣市場的經營流程、資源配置及競爭優勢。研究發現，該項卵巢癌標靶藥物作為市場後進者，雖具備服藥便利性高、每日藥費較低及藥物交互作用小等產品優勢，但在外部市場環境面面臨台灣健保藥價調降政策、先進者藥品之市場主導地位、及市場上基因檢測費用高昂導致民眾施測意願低落，以及內部資源條件面有關行銷與人力資源配置不足等挑戰。針對上述痛點，本研究提出四大策略模組：業務能力培養、臨床研究與醫師關係強化、推動健保放寬給付條件，以及病友會支持活動，以期提升該藥品之市場占有率，協助藥廠達成營收成長之目標。

The Strategic Matrix Analysis, originated by Professor Seetoo Dah-Hsian, is not only used for analyzing business strategies at the corporate level, but can also be applied to the competitive strategy analysis of individual products. This study adopts a case study approach, focusing on an ovarian cancer targeted therapy drug under a pharmaceutical company. By applying the Strategic Matrix Analysis, the research examines the competitive strategy and business model of this drug in Taiwan's ovarian cancer treatment market.
This study conducts a comparative analysis of the drug's product characteristics, indications, and competing products. Through a systematic analysis using the Business Model Canvas and the Strategic Matrix, the research provides an in-depth examination of the drug's operational processes, resource allocation, and competitive advantages in the Taiwanese market.
The findings reveal that, as a late entrant in the market, this ovarian cancer targeted drug possesses product advantages such as high medication convenience, lower daily medication costs, and minimal drug interactions. However, it faces challenges from the external market environment, including Taiwan's National Health Insurance drug price reduction policy, the dominant market position held by first-mover competing drugs, and the high cost of genetic testing that discourages patient willingness to undergo such tests. Internally, it also confronts challenges related to insufficient marketing efforts and human resource allocation.
To address these pain points, the study proposes four strategic modules: cultivation of sales capabilities, strengthening of clinical research and physician relationships, promotion of expanded National Health Insurance reimbursement conditions, and patient support group activities. These strategies aim to enhance the market share of the drug and assist the pharmaceutical company in achieving its revenue growth objectives.

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