制药企业广告投资、研发投入与创新药绩效  

Advertising Investment,R&D Effort and Innovative Drug Performance

作　　者：张新鑫[1] 申成霖 Zhang Xinxin;Shen Chenglin(School of Management,Tianjin University of Technology,Tianjin 300384,China;School of Economics and Management,Tiangong University,Tianjin 300387,China)

机构地区：[1]天津理工大学管理学院,天津300384 [2]天津工业大学经济与管理学院,天津300387

出　　处：《技术经济》2021年第7期36-43,共8页Journal of Technology Economics

基　　金：国家社会科学基金“健康中国战略下企业创新药研发激励与政策优化研究”(18BGL045)。

摘　　要：在药品市场竞争日益激烈的背景下,如何协调广告战略与研发战略之间的关系,提高创新药市场绩效成为制药企业面对的重要问题。本文构建双寡头制药企业的研发-价格竞争博弈模型,探究制药企业的广告战略、研发战略和政府价格管制政策对于不同类型企业研发激励、药品定价、市场份额、创新利润和创新药市场绩效的综合影响机制。研究发现,当且仅当广告投资和研发投入之间存在“挤入”效应时,实施广告战略才可能为企业带来竞争优势,但广告投资过大将导致企业利润的损失;其次,当且仅当广告投资效率较高时,实施广告战略才能增进创新药市场绩效;最后,价格管制政策和广告战略对企业利润产生综合影响,在一定条件下,价格管制能够强化广告战略对实施企业利润的增进效果,广告战略则有助于改善价格管制对实施企业市场份额的不利影响。Under the background of increasingly fierce competition in the pharmaceutical market,how to coordinate the relationship between advertising strategy and R&D strategy and improve the performance of innovative drug market has become an important issue for pharmaceutical companies.A R&D-pricing competition game theory model between duopoly pharmaceutical firms is proposed to investigate comprehensive mechanisms of advertising strategy and R&D strategy on different types of firms’R&D incentives,prices,market shares,profits as well as the pharmaceutical market performance.It is found that there is either crowding-out effect or crowding-in effect between advertising investment and R&D effort.Only when crowding-in effect exists,the focal firm can gain competitive advantages in terms of gaining profits,but excessive investment in advertising instead leads to the loss of focal firm profits.Besides,only when the advertising investment efficiency is high enough,a larger level of advertising investment can pharmaceutical market performance.Finally,the combining impacts of price cap regulation and focal firm’s advertising strategy on firms’profit is revealed.It is shown that price regulation will strengthen the improving effect of focal firm’s advertising strategy on its profit,and the advertising strategy helps to improve the negative effect of price cap regulation on focal firm’s market share.

关 键 词：广告投资 研发投入 价格管制 创新药市场绩效 

分 类 号：F272[经济管理—企业管理]