1966年，产品生命周期理论由美国哈佛大学的维农（Raymond Vernon）首先提出，他将产品生命周期划分为产品创新、产品成熟和标注化三个阶段。产品生命周期管理（Product Lifecycle Management, PLM）理论最早出现在21世纪早期。目前，产品生命周期管理已从单纯的理论层面发展应用到了实践层面上，是可以进行生产数据管理、设计流程管理、产品协同管理等的综合的全生命周期管理工具。

药品生命周期管理伴随着药品从研发到上市再到退市的整个过程，期间涉及众多不同参与者、系统、流程、物料等。目前的应用主要聚焦于药品安全性、药品检查、药品监管及医学管理，通过技术手段对现有药品进行全生命周期科学有效的监管。

人口老龄化加剧、环境污染日益严峻、常见疾病的发病率持续增长、经济和科技的持续发展拉动中国医药行业长远发展。处方药同质化严重、医药企业竞争格局的变化，以及巨大的研发成本迫使医药企业不再盲目坐等重磅新药带来的利润增长，而是对已经上市的处方药进行细致化的管理。

本文通过药品生命周期管理视角，结合优先审评审批、动态医保目录调整、创新准入及国家集采政策对处方药生命周期管理进行优化研究。详细介绍了自2020年以来出台的医改政策对现有药品生命周期的影响。通过剖析A公司现有成熟产品和创新产品生命周期管理现状及管理困境，可知仿制药竞争激烈、药品更新换代的压力、产品组合策略规划不明确、创新药品引进时间急剧缩短、价格压力大和研发效率降低等因素影响A公司处方药生命周期管理。在此基础上，本文提出药品全生命周期早期管理的优化思路，通过组建专门的工作小组、管理层提供足够的资源、加强人才建设培训、培育外部环境等实施条件，延长现有药品的生命周期。通过专利改良的优化思路改善成熟产品；通过社商结合创新支付途径的探索改善创新产品，延长A公司处方药生命周期，持续为A公司带来企业获益，为A公司药品生命周期管理提供优化管理思路，促进A公司稳定持续发展，保证A公司在医药行业的领导地位。

A公司探索出的药品全生命周期早期管理的优化思路，具有较强的普适性，能够运用到其他同类型的医药公司药品生命周期管理中，能够延长其他公司药品的生命周期，增加产品收益，为企业带来长期获益，促进行业转型和发展。

In 1966, Raymond Vernon of Harvard University proposed the product lifecycle theory, which divided the product lifecycle into three stages: product innovation, product maturity, and labeling. Product Lifecycle Management (PLM) theory first appeared in the early 21st century. Product Lifecycle Management has evolved from a purely theoretical level to a practical level, and is a comprehensive lifecycle management tool for data management, design process management, and collaborative product management.

Drug Lifecycle management is a comprehensive lifecycle management tool for data management, design process management, and collaborative product management. It covers the entire process of drug development, marketing, and withdrawal, involving many different participants, systems, processes, and materials. The current applications focus on drug safety, drug inspection, drug regulation and medical management, and provide scientific and effective supervision of existing drugs throughout their life cycle through technical means.

An aging population, increasingly severe environmental pollution, continued growth of common diseases, and continued economic and technological development are pulling the long-term development of China's pharmaceutical industry. Serious homogenization of prescription drugs, changes in the competitive landscape of pharmaceutical companies, and huge R&D costs are forcing pharmaceutical companies to stop blindly sitting back and waiting for continued profit growth from new drugs, and instead to meticulously manage the prescription drugs already on the market.

In this paper, the life cycle management of prescription drugs is optimized through the perspective of drug life cycle management, combining priority review and approval, dynamic health insurance catalog adjustment, innovation access and national collection policies. The impact of health care reform policies introduced since 2020 on the life cycle of existing drugs is presented in detail. By analyzing the current situation and management dilemmas of life cycle management of existing mature and innovative products of Company A, it can be seen that factors such as intense generic competition, pressure of drug renewal, unclear product portfolio strategy planning, sharp shortening of innovative drug introduction time, high price pressure and reduced R&D efficiency affect the life cycle management of Company A's prescription drugs. On this basis, this paper proposes the optimization idea of early management of the whole life cycle of drugs to extend the life cycle of existing drugs by forming a special working group, providing sufficient resources by management, strengthening talent building training and fostering external environment and other implementation conditions. Through the optimization idea of patent improvement to improve mature products; the exploration of over social business combined with innovative payment pathways to improve innovative products, extend the life cycle of Company A's prescription drugs, continue to bring corporate benefits to Company A, provide optimized management ideas for the life cycle management of Company A's drugs, promote Company A's stable and sustainable development, and ensure Company A's leadership in the pharmaceutical industry.

Company A explores the optimization of early management of the whole drug life cycle, which has strong universality and can be applied to other pharmaceutical companies of the same type of drug lifecycle management, and increase product revenue, bring long-term benefits to enterprises, and promote the transformation and development of the industry.