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| 研究生： |
陳瑩縈 Chen, Sandy |
|---|---|
| 論文名稱： |
國際藥廠運用多管道行銷之創新商業模式個案分析 A Case Study of Innovative Business Model for A Global Pharmaceutical Company’s Multi-channel Strategy |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 英文 |
| 論文頁數： | 70 |
| 中文關鍵詞： | 國際藥廠 、多管道行銷 、創新商業模式 、個案分析 |
| 外文關鍵詞： | Global Pharmaceutical Company, Multi-channel Strategy, nnovative Business Model, Case Study |
| 相關次數： | 點閱：85 下載：0 |
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國際藥廠運用多管道行銷之創新商業模式個案分析
Chapter 1 Introduction
1-1 Research Motivations and Background……………………………….p.1
1-2 Research Objectives…………………………………………………...p.3
1-3 Research Methodology………………………………………………..p.3
1-4 Research Scope and Limitation………………………………………p.8
Chapter 2 Literature review
2-1 Business model …………………………………………………….....p.9
2-2 Innovations…………………………………………………………..p.15
2-3 Multichannel marketing……………………………………………..p.25
Chapter 3 Analysis of pharmaceutical Industry
3-1 Overview of the Global pharmaceutical industry and current challenge……………………………………………………………………p.33
3-2 Introduction of Taiwan pharmaceutical industry…………………..p.38
3-3 Introduction Taiwan National Health Insurance Administration Ministry of health and welfare, and reimbursement policy impact to pharmaceutical industry……………………………………………………………………..p.40
Chapter 4 case analysis
4-1 case introduction………………………………………………………p.45
4-2 data analysis (MCM execution pre-analysis and introduction)……….p.51
4-3 sub conclusion…………………………………………………………p.62
Chapter 5 Conclusion and suggestion………………………………………..p.66
Reference……………………………………………………………………..p.68
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