English Abstract
Unfortunately, a certain proportion of people have been suffering from schizophrenia, and psychiatrists did not understand the real causes till now. According to medical research reports, the lifetime prevalence rate of suffering from schizophrenia is about 3-5 people out of 1000, an equal ratio of males and females. But some papers show that males are more likely to suffer from schizophrenia than females, normally getting early onset time. Men develop this disease around 15-25 years old, and women are 5-10 years behind men according to current epidemiology reports.
Many young people don’t have any ideas about mental disease, schizophrenia, living in mental distress, hopelessness, and so on. With the correct guidance and treatment, medicine and non-medicine, mental disease will be subsided, and medication treatment is clinically the most effective, economical, and simple method for those patients. But because of big political troubles among Taiwan and mainland China, US-China relations, the Russian-Ukraine war, and Taiwan’s political turmoil and unsafety mainly caused by political parties, Taiwan’s bad economic situation seems getting worse and the medicines’ delivery prices given by Taiwan’s government is also getting much lower than before. So it’s extreme difficult for the pharmaceutical companies to run their businesses.
The researcher designed and integrated interview questionnaires from 9 main components of the business model of the pharmaceutical industry, and 6 most famous research tools, including the Service Triangle and value co-creation of Service-Dominant Logic, achieving enough full validity and reliability to interview the senior marketing managers to find out some good ways for them to cope with their present difficulties.
The simple research implications and conclusions are as follows. Generally speaking, we usually utilize the view of Service-Dominant Logic of services’ strategy being always above commodities to educate and train staffs and let business co-workers get more competitive, while doing pharmaceutical marketing. Everything will be fine, if the services and after-sales services are great. We must always pay attention to medication market news and medicines update for catering and satisfying the needs of medical institutions to achieve the value co-creation among medical institutions, pharmaceutical companies, and patients. Normally, if the medicine price disparity isn’t big enough, most physicians prefer foreign generic or patent medicines. On the contrary, they’ll select medicines of lower price, good efficacy, few bad side effect, high price difference, and so on. Meanwhile, the researcher also provided more than 30 years of practical experiences of pharmaceutical marketing to pharmaceutical companies and made them easy to deal with their problems they are facing now and in the future.









Keywords: schizophrenia, business model, competitive marketing strategy

Table of Contents
Chinese abstract
English Abstract i
Acknowledgements iii
Table of Contents iv
List of Figures vi
List of Tables vii
1. Introduction 1
1.1 Research background and motivation 1
1.2 Research questions and rationale 10
2. Literature Review 12
2.1 Schizophrenia overview 12
2.2 Treatment of schizophrenia 22
2.3 Business model of the pharmaceutical industry 31
2.4 The analysis of the medication competition strategy model and research tools 44
3. Research Methodologies 58
3.1 The research framework 58
3.2 The research methods 62
4. The Analysis of Interview Results 72
4.1 The analysis of empirical results of case interview 72
4.2 The total environment analysis of schizophrenia medicines 79
4.3 The SWOT analysis of schizophrenia medication companies and the
industrial marketing strategies 86
4.4 The analysis of STP theory and Service Triangle of schizophrenia medication companies 96
5. Discussions 99
5.1 Summary of the major results 99
5.2 Implications and contributions 105
5.3 Research limitations 110
5.4 Future research 111
6. Conclusions 112
References 113
Appendixes 128














List of Figures
Figure 2.1 Business model canvas 33
Figure 2.2 The model of analysis of Porter Five Forces 50
Figure 2.3 The factors of impacting on product pricing 53
Figure 2.4 The distribution channel of consuming goods market 55
Figure 2.5 The Service Triangle 57
Figure 3.1 The decision process of impacting on doctors, pharmacists, and patients for choosing medical brands 61
Figure 4.1 The PESTELE analysis of pharmaceutical companies 80
Figure 4.2 Porter’s Five Forces analysis model of schizophrenia medicines 84
Figure 4.3 The Service Triangle 98













List of Tables
Table 1.1 The top 20 expenditure of disease treatment via clinic and hospitalization in Taiwan 6
Table 1.2 The top 20 medical expenditure of diseases in Taiwan 7
Table 1.3 The top 20 average days of hospitalization of diseases in Taiwan 8
Table 1.4 The top 20 of every clinical visits of diseases per person in Taiwan 9
Table 2.1 The similarities and differences of symptom between psychosis and neurosis
19
Table 2.2 The schizophrenia medications often prescribed in Taiwan 31
Table 2.3 The four facets and nine systematic components of business model 33
Table 2.4 The SWOT Matrix 45
Table 2.5 The STP marketing 56
Table 3.1 Interviewee list 67
Table 4.1 The simple empirical results of analysis of three cases interview 78
Table 4.2 The simple empirical results of the SWOT analysis of three medication
firms 88
Table 4.3 The STP marketing 96

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