New drugs are pivotal in supporting a pharmaceutical company's survival and development. However, when lesser new rugs are available, price regulation formulary choice become tighter and generic drug enter the market. So pharmaceutical firms need take good advantage of marketing is also becoming more importance. This paper aims to contribute to the design of appropriate marketing strategy under such condition from the perspective physician prescribing behavior. Through the literature review, we found that physician's prescription behavior is influenced by quantity and quality of information. A certain amount of information would lead physician to decision make; the quality of information determined how "good" a decision is. This study also discussed the impact of have on the various source of information physician prescription. Through questionnaire, we found that most pharmaceutical companies only concerned about the quantity information; by contrast, information available in hospital is of better quality, although being lesser amount; academic institute tend to provide both. Through interviews, we found that lead information sources provided different quantity is willingness and ability of source. Lead information sources provided different quality is credibility and closeling of source. The study concluded that the more message information sources provide to physicians, the more likely they change their prescription decision. The credibility and similarity of information sources play an important role in their prescription decision. We suggested that pharmaceutical companies should pay more attention to providing more information to target physicians. Second, pharmaceutical industry should capitalize on using all available information sources. Finally, pharmaceutical industry should build up database of physician prescription behavior. Key word: information, physician prescription behavior, pharmaceutical enterprise ili

澳门大学硕士学位论文 摘要 制药企业的生存和发展均与“新药”有关。故新药数减少时,政府逾趋严格的 药价控制,保险公司对医师的用药限制,仿制药品的入市等因素越加威胁到企业 的生存,考验着企业的营销能力。学界认为了解医师处方行为之影响因素有助于 问题的解决。 透过文献回顾,医师处方行为受到信息数量和信息质量的共同影响。其中一 定量的信息是制定决策的基础,信息的质量则是决策制定好坏的基础。基于此认 识,本研究关注的是影响医师处方行为的各种信息来源。透过问卷,发现企业方 面提供的信息重在数量,医院方面提供的信息则重在质量,而学术机构提供的信 息既重数量又重质量。透过访谈,发现导致信息数量产生差异的原因在于信息来 源具有提供信息的意愿与能力。导致信息质量产生差异的原因在于信息来源具有 高权威性和高相似性(提供的信息与医师的经验相近,或信息传播者与医师有着 相似的经历)。 最后,本研究认为向医师提供的信息越多,越可能改变医师处方行为。信息 来源的权威性和相似性也可影响医师处方行为。于是提出建议,企业首先应重视 信息的提供。其次透过整合信息来源,提高信息的质量。最后透过数据库的建立, 了解医师对信息的不同需求,分析影响医师处方行为的因素,有效制定出营销策 略。 关键词:信息、医师处方行为、制药企业 ii