模仿创新与仿制药的竞争战略

仿制药市场因为较容易进入,药品模仿创新由于成本与风险的降低,都被视为中国制药业的机会。本文通过对仿制药市场结构及药品模仿创新战略的分析,揭示了这两者在看似吸引人的表面背后存在着的挑战与风险。本文首先分析仿制药快速增长的驱动力,并肯定了这种增长趋势的存在。接着,本文分析了仿制药市场的竞争结构,主要是品牌药品的优势与新进入者的威胁。从这种分析出发,本文把模仿创新作为技术战略与竞争战略来讨论其实际途径与战略管理。由此,本文实际上也对模仿创新作为技术战略的成功条件作出了讨论:它必须与营销战略、市场定位相一致才能取得市场优势,而取得市场优势是技术战略成功的前提。

The Competitive Strategy for Imitative Innovation and Generic Drug

As the market in generic drug is easy to enter and the imitative innovation in medicine industry is with lower costs and risks, they both have been regarded as the opportunities for Chinese medicine industry. By analyzing the market structure of generic drug and the imitative innovation strategy, the article shows that there are challenges and risks behind these attractive appearances. First, the article analyses the driving forces behind the rapid growth of generic drug and recognize this growth as a long term trend. Then, the article analyses the competitive structure of generic drug, mainly focus on the advantages of brand-name drugs and the threats of new enterers. Base on these analyses, the article treats imitative innovation as both technological and competitive strategy and then discusses its practical paths and strategic management. By doing so, the article also has discussed the conditions for success in regarding imitative innovation as technological strategy: to gain the competitive advantages, it must coordinate with the firm marketing strategy and itsmarket position, and the competitive advantage is the condition for success in technological strategy.