隨著全球人口結構快速老化及醫療需求的日益多樣化，製藥產業正面臨來自市場需求、法規加強及競爭加劇的多重挑戰。台灣作為進入高齡化社會的前沿市場之一，其製藥企業需面對高齡化社會對慢性疾病治療、健康管理以及預防醫學的迫切需求。然而，傳統製藥企業過去長期依賴的藥物治療模式已不足以應對當前市場的多樣化需求和高齡人口的特殊健康需求。同時，法規日趨嚴格，如PIC/s GMP與GDP規範以及ESG政策，對於製藥企業在商品品質、運輸安全和社會責任等方面提出了更高的要求。這些外部環境變化驅使傳統製藥企業探索創新的應對策略，以重新定位市場價值並實現可持續發展的策略。
基於價值創新理論發展的策略轉軸，選取三洋藥品工業股份有限公司為研究對象，透過質性個案分析探討該企業如何在應對高齡化社會需求及嚴格法規限制的同時實現策略轉型與核心資源重組進而創造新價值。研究發現，三洋藥品成功運用價值創新理論中的「四項行動框架」，即消除、減少、提升與創造，重新設計其商品價值曲線，開拓新興市場需求，並在激烈的市場競爭中取得差異化優勢。此外，該公司透過策略轉軸，在保持核心業務穩定的基礎上，靈活調整資源配置與市場策略，快速回應市場變化，並實現價值創造的可持續性。本研究還發現，三洋藥品在應對高齡化市場需求的過程中，通過整合內外部資源與建立價值共創的商業生態系統，進一步強化其市場適應性與競爭力。
本研究為價值創新理論發展的策略轉軸提供了實證支持，並為傳統製藥企業在動態市場環境中的轉型升級提出了理論與實務建議。具體而言，研究結果指出，製藥企業可通過重新設計價值主張，實現從治療導向向預防醫學及健康管理的轉型，滿足高齡化市場的特殊需求；同時，通過策略轉軸快速適應法規變化及市場挑戰，有效減少轉型風險。本研究期望為傳統製藥企業提供實用的策略參考，幫助企業在日益激烈的市場中保持競爭優勢並實現可持續發展。

This research explores the strategic transformation of Sanyo Pharmaceutical in Taiwan, amidst an aging society and strict regulations. The study employs a qualitative case study approach, using interviews and internal documents. The findings highlight Sanyo's successful application of value innovation and strategic pivoting.
The company effectively used the "four actions framework" of value innovation: eliminating unnecessary costs, reducing less impactful activities, raising product value through better logistics and pharmacy partnerships, and creating new revenue streams via diverse health products and direct feedback.
Strategic pivoting allowed Sanyo to adapt to regulatory changes and market shifts, while maintaining its core operations and adhering to PIC/s GMP and GDP standards.
Sanyo integrated internal and external resources, creating a value co-creation ecosystem to better meet market demands. They also shifted from a treatment-oriented approach to preventive medicine and health management.
Key initiatives included repositioning 維士比 (Whisbih) as a nutritional supplement and launching new preventative products like 統固安 (Tong Gu An). Sanyo also improved distribution through a direct sales model, enhanced by data-driven decisions from trial marketing and social media engagement.
The study offers actionable insights for other pharmaceutical companies, emphasizing strategic flexibility, continuous improvement, and customer-centric approaches to achieve sustainable development. The Balanced Scorecard approach helped the company to monitor the progress in finance, customer service, internal process, and employee development.

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