广告竞争下制药企业创新战略选择与市场绩效  

Innovation strategy selection of pharmaceutical enterprises and market performance under advertising competition

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：《系统工程理论与实践》2022年第2期409-422,共14页Systems Engineering-Theory & Practice

基　　金：国家社会科学基金(18BGL045)。

摘　　要：立足于制药产业研发——营销双密集的产业属性,探究广告竞争下,制药企业创新战略选择的影响机制和药品市场绩效.研究发现,制药企业的创新战略选择取决于创新投资和广告投资的内在关系和创新效率.当创新投资和广告投资之间存在挤入效应时,研发创新可能导致囚徒困境的结果;其次,适中的医保福利水平对制药企业的创新意愿有正向影响,过高或过低的医保福利水平,均会降低制药企业的创新意愿;最后,当创新效率足够高且创新投资强度中等时,更多的制药企业进行研发创新,可实现患者福利和社会福利的双重改进.否则,更多的制药企业进行研发创新将导致患者福利和社会福利的双重损失.研究结论可为制药企业协调创新战略和广告战略、政府部门优化医保支付政策和创新激励政策提供可操作性建议.Based on the R&D—Marketing double-intensive attribute of pharmaceutical industry,this paper explores the influencing mechanism of pharmaceutical enterprises’ innovation strategy selection and market performance under advertising competition.The results are as follows.First,the internal relationship between innovation investment and advertising investment as well as the efficiency of innovation investment play key roles in pharmaceutical enterprises’ innovation choices.When there is a crowding-in effect between innovation investment and advertising investment,R&D innovation may lead to a Prisoner’s Dilemma for two pharmaceutical enterprises.Second,moderate health insurance welfare has a positive effect on innovation willingness of pharmaceutical enterprises,while both over-high and over-low health insurance welfare will lead to a decreased incentive for their innovation.Third,only when the efficiency of R&D innovation is sufficiently high and the intensity of innovation investment is moderate,more pharmaceutical enterprises investing in innovation will achieve a win-win outcome for patient welfare and social welfare.Otherwise,having more pharmaceutical enterprises investing in innovation will hurt patient welfare and social welfare.The conclusion obtained in this paper will provide operational suggestions for pharmaceutical enterprises to coordinate innovation strategy and advertising strategy and for government to optimize health insurance policy and innovation incentive policy.

关 键 词：广告竞争 创新战略选择 福利分析 制药企业 

分 类 号：F273[经济管理—企业管理]