创新药物产业化的整合策略研究
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摘要
创新是企业的生命,是推动企业发展的源动力。没有创新,就不会有医药产业巨大的经济效益。创新药物的研发和产业化是一个系统工程,企业应根据实际确立正确的创新理念。世界各国普遍的创新药物的研发和产业化模式为新药加上知识产权等于巨额利润。创新药物的研发和产业化的过程需要企业根据其实际情况,合理地利用资源,在加快产业化速度的同时,尽可能地规避创新药物的研发和产业化的风险。通过对创新药物的产业化策略的研究,选择适合企业发展的产业化模式和管理体制,充分利用各方面的资金,借助产品、价格、渠道和促销的营销组合策略快速启动药品销售市场,同时,利用现行的专利和行政保护政策,使创新药物产业化以后获得巨大的经济利益,成为真正的“重磅炸弹”式的药物。
本文在继承和总结国内外有关研究成果的基础上,主要探讨了:(1)创新药物的研发与管理;(2)创新药物产业化模式与存在的问题;(3)提出了基于新形势的创新药物的产业化整合策略及其一致性。
最后,本文利用所提方法对BHT公司的创新药物产业化策略进行了应用研究。
Innovation is not only an enterprise’s life, but a motivity to drive its development. Without innovation, there is no economic benefit in pharmaceutical industry. R&D and industrialization is system engineering for innovational medicament. Any enterprise has to establish its right thought of innovation in terms of its own conditions. Combining new medicament and intellectual property means mint profit, and this is the model of R&D and industrialization all over the world. To enterprise, the course to medicament industrialization needs making use of all kinds of resources in terms of its own conditions. Any enterprise should evade the risk from medicament innovation of R&D and industrialization when speeding in the course. Also, enterprise should choose suited industrial model and management system by searching on the industrialization strategy of innovation medicament, and start the medicament market as soon as possible by making full use of all types of capital and with the help of marketing strategy such as product, price, place and promotion. At the same time, manage the innovation industrialization become huge economic profit and let it be a real“heavy bomb”.
On the basis of inheriting and summing up the related investigation results that came form home and abroad, this thesis mainly discuss the topic including :
(1) R&D and management of innovation medicament;
(2) The industrialization model of innovation medicament and its existing questions;
(3) Putting forward the industrializing integration strategies and its consistency on the basis of new time.
At last, this thesis makes an application study on BHT Company by making use of the mentioned methods.
本文在继承和总结国内外有关研究成果的基础上,主要探讨了:(1)创新药物的研发与管理;(2)创新药物产业化模式与存在的问题;(3)提出了基于新形势的创新药物的产业化整合策略及其一致性。
最后,本文利用所提方法对BHT公司的创新药物产业化策略进行了应用研究。
Innovation is not only an enterprise’s life, but a motivity to drive its development. Without innovation, there is no economic benefit in pharmaceutical industry. R&D and industrialization is system engineering for innovational medicament. Any enterprise has to establish its right thought of innovation in terms of its own conditions. Combining new medicament and intellectual property means mint profit, and this is the model of R&D and industrialization all over the world. To enterprise, the course to medicament industrialization needs making use of all kinds of resources in terms of its own conditions. Any enterprise should evade the risk from medicament innovation of R&D and industrialization when speeding in the course. Also, enterprise should choose suited industrial model and management system by searching on the industrialization strategy of innovation medicament, and start the medicament market as soon as possible by making full use of all types of capital and with the help of marketing strategy such as product, price, place and promotion. At the same time, manage the innovation industrialization become huge economic profit and let it be a real“heavy bomb”.
On the basis of inheriting and summing up the related investigation results that came form home and abroad, this thesis mainly discuss the topic including :
(1) R&D and management of innovation medicament;
(2) The industrialization model of innovation medicament and its existing questions;
(3) Putting forward the industrializing integration strategies and its consistency on the basis of new time.
At last, this thesis makes an application study on BHT Company by making use of the mentioned methods.
引文
[1]邵蓉,我国新药定义及完善,中国药科大学学报,2006,22(6):478-480
[2]李学敏,浅谈我国药物的专利保护现状和新药研制过程中的专利策略,华夏医药,2006,64-67
[3]张奕华,新药研究开发的进展与展望,中国药科大学学报,2006,30(2):154-158
[4]刘为,跨国医药公司新药研究开发策略,[硕士学位论文],长春:吉林大学,2005
[5]冯刚,一类新药研发的问题与对策研究,[硕士学位论文],沈阳:大连理工大学,2005
[6]孙利华,制药企业 R&D 项目管理模式研究,中国药学杂志,2005,14(6):664-666
[7]王文,医药企业创新药物研发途径,白云医药,2005,24(2):24-27
[8]张兆晖,关于评价医药企业技术创新能力的思考,中国新药杂志,2006,15(6):404-406
[9]李歆,试论我国制药企业跨国研发发展战略,中国药房,2006,15(6):329-331
[10]程景才,创新药物研究与产业化途径浅析,中国新药杂志,2006,15(5):324-328
[11]杨柏,国家药事管理政策对制药企业研发的影响及应对策略:[硕士学位论文],沈阳:大连医科大学,2005
[12]张敏,全球医药市场新药研发与生产的发展现状,中国药房,2006,17(7):494-493
[13]宿凌,我国生物医药发展模式研究,中国药房,2006,17(2):88-91
[14]费幕,国际新药研发的新动向及对我国医药产业启发,中国新药杂志,2005,14(9):1094-1095
[15]林江,中华民族传统医药产业化发展问题研究:[硕士学位论文],北京:
[16]沈璐,优化整合医药资源完善新药研发体系,药学进展,2006,27(3): 184-188 北京中医药大学,2005
[17]刘勇,关于新药风险投资的发展策略研究,现代经济探讨,2006,8:64-65
[18]程艳,我国制药企业新药研发的风险及策略,药学进展,2006,28(2):94-94
[19]蔡宇,新药项目投资风险评价研究,中国药房,2006,17(5):326-327
[20]曹燕,药物经济学在我国医药企业的应用现状,药学导报,2005,24(11):1084-1084
[21]刘民,新药研发的价值评估研究:[硕士学位论文],北京:军事医学科学院,2005
[22]孔祥金,医药企业实现新药产业化的组织模式及营销策略探讨,中华医学科研管理杂志,2005,17(4):205-208
[23]E. Jerome McCarthy , Basic Marketing : A Managerial Approach , (Homewood: Richard D. Irwin, Inc., 1968)
[24]饶娟,中国医药高技术产业营销策略选择分析及管理研究:[硕士学位论文],南京:中国药科大学,2005
[25]钱永金,制药企业营销策略研究:[硕士学位论文],沈阳:沈阳药科大学,2005
[26]Bernhard R. Katzy, Vincent Obozinski. Value System Redesign.IEEE,2006
[27]David Wslters, Geolf Lancasterzai..Value and information-concepts and issues for management. Management Decision,2005,Vol.37,No.8:644-656Joseph
[28]Tucker-Knapp.What is Integrated Marketing.Tucker-KnappNewsletter,2004.(http//www.tuckerknapp.com/tuk_news.html)
[29]Duncan, Thomas R. & Stephen E. Everett.Client perceptions of Integrated Marketing Communications.Journal of Advertising Research, May/June, 2005:31
[30]Sirgy Integrated Marketing Communications A Systems Approach.Tsinghua University Pubic House and Prentice Hall,2005(10)
[31]Don E. Schultz, Stanley Tannenbaum, Robert F. Lauterborn, McGraw Hill - NTC, 2005 Integrated Marketing Communications
[32]Valarie·A·Zeitham(l2006).Consumer Perception of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence.Journal of Marketing,Vol.52(July):4-22
[33]Gronroos,Christian.Relationship Marketing:The Strategy continuum.Journal of the Academy of Marketing Science,2005,Vol. 23:254-254.
[34]Investigating the Moderate Effect of Customer Characteristics.Joural of Marketing Research 2006(1):134-142
[35]Peter.Hines Integrated Materials Management,The Value Chain Redefined.Peter Hines,Vol.4,No.1,2005:14-22
[36]Don E. Schultz.Integrated Marketing Communications, Maybe Definition is in the Point of View.Marketing News.Jan. 18, 2006:1;
[37]Four Basic Rules Lay Groundwork for integration Marketing News,16 Aug 2005:5
[2]李学敏,浅谈我国药物的专利保护现状和新药研制过程中的专利策略,华夏医药,2006,64-67
[3]张奕华,新药研究开发的进展与展望,中国药科大学学报,2006,30(2):154-158
[4]刘为,跨国医药公司新药研究开发策略,[硕士学位论文],长春:吉林大学,2005
[5]冯刚,一类新药研发的问题与对策研究,[硕士学位论文],沈阳:大连理工大学,2005
[6]孙利华,制药企业 R&D 项目管理模式研究,中国药学杂志,2005,14(6):664-666
[7]王文,医药企业创新药物研发途径,白云医药,2005,24(2):24-27
[8]张兆晖,关于评价医药企业技术创新能力的思考,中国新药杂志,2006,15(6):404-406
[9]李歆,试论我国制药企业跨国研发发展战略,中国药房,2006,15(6):329-331
[10]程景才,创新药物研究与产业化途径浅析,中国新药杂志,2006,15(5):324-328
[11]杨柏,国家药事管理政策对制药企业研发的影响及应对策略:[硕士学位论文],沈阳:大连医科大学,2005
[12]张敏,全球医药市场新药研发与生产的发展现状,中国药房,2006,17(7):494-493
[13]宿凌,我国生物医药发展模式研究,中国药房,2006,17(2):88-91
[14]费幕,国际新药研发的新动向及对我国医药产业启发,中国新药杂志,2005,14(9):1094-1095
[15]林江,中华民族传统医药产业化发展问题研究:[硕士学位论文],北京:
[16]沈璐,优化整合医药资源完善新药研发体系,药学进展,2006,27(3): 184-188 北京中医药大学,2005
[17]刘勇,关于新药风险投资的发展策略研究,现代经济探讨,2006,8:64-65
[18]程艳,我国制药企业新药研发的风险及策略,药学进展,2006,28(2):94-94
[19]蔡宇,新药项目投资风险评价研究,中国药房,2006,17(5):326-327
[20]曹燕,药物经济学在我国医药企业的应用现状,药学导报,2005,24(11):1084-1084
[21]刘民,新药研发的价值评估研究:[硕士学位论文],北京:军事医学科学院,2005
[22]孔祥金,医药企业实现新药产业化的组织模式及营销策略探讨,中华医学科研管理杂志,2005,17(4):205-208
[23]E. Jerome McCarthy , Basic Marketing : A Managerial Approach , (Homewood: Richard D. Irwin, Inc., 1968)
[24]饶娟,中国医药高技术产业营销策略选择分析及管理研究:[硕士学位论文],南京:中国药科大学,2005
[25]钱永金,制药企业营销策略研究:[硕士学位论文],沈阳:沈阳药科大学,2005
[26]Bernhard R. Katzy, Vincent Obozinski. Value System Redesign.IEEE,2006
[27]David Wslters, Geolf Lancasterzai..Value and information-concepts and issues for management. Management Decision,2005,Vol.37,No.8:644-656Joseph
[28]Tucker-Knapp.What is Integrated Marketing.Tucker-KnappNewsletter,2004.(http//www.tuckerknapp.com/tuk_news.html)
[29]Duncan, Thomas R. & Stephen E. Everett.Client perceptions of Integrated Marketing Communications.Journal of Advertising Research, May/June, 2005:31
[30]Sirgy Integrated Marketing Communications A Systems Approach.Tsinghua University Pubic House and Prentice Hall,2005(10)
[31]Don E. Schultz, Stanley Tannenbaum, Robert F. Lauterborn, McGraw Hill - NTC, 2005 Integrated Marketing Communications
[32]Valarie·A·Zeitham(l2006).Consumer Perception of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence.Journal of Marketing,Vol.52(July):4-22
[33]Gronroos,Christian.Relationship Marketing:The Strategy continuum.Journal of the Academy of Marketing Science,2005,Vol. 23:254-254.
[34]Investigating the Moderate Effect of Customer Characteristics.Joural of Marketing Research 2006(1):134-142
[35]Peter.Hines Integrated Materials Management,The Value Chain Redefined.Peter Hines,Vol.4,No.1,2005:14-22
[36]Don E. Schultz.Integrated Marketing Communications, Maybe Definition is in the Point of View.Marketing News.Jan. 18, 2006:1;
[37]Four Basic Rules Lay Groundwork for integration Marketing News,16 Aug 2005:5