| 摘要: | 台灣藥局產業在實施全民健保與醫藥分業後，轉變成多角化經營模式，由於醫療科技的進步、消費者自主意識的提升與高齡化社會趨勢走向，健康與保養的觀念已漸漸深入大眾生活中。然而在競爭激烈的藥局市場中，因應時代的變遷、政府政策及消費者意識形態的改變下，該如何改善藥妝藥局經營與行銷策略，進而吸引更多消費者前來購買，是藥妝藥局經營者目前面臨最大的課題。
本研究目的為瞭解藥妝藥局如何運用創新服務影響藥妝藥局之經營與發展，換言之，探討藥妝藥局之經營策略，進而提升與顧客購買意願以及對於藥妝藥局經營策略之影響。本研究採用半結構式訪談法(semi-structured interviews)為資料蒐集之方式，以W連鎖藥妝為例，探討創新服務及購買意願之間的影響關係，訪談對象主要以W連鎖藥妝各區督導及門市店長作為訪談資料來源，訪談結果進行整合分析，了解現今藥妝產業的服務概況與願景，並以創新服務為主軸研究其對藥妝產業的影響。
研究結果發現連鎖藥妝從僅販售藥品及保養品的傳統藥妝店，轉型加入創新服務，例如運用Online\Offline創新服務方式提供線上用藥諮詢、行銷活動及課程體驗等創新服務，提高消費者對連鎖藥妝的消費意願，並同時提升線上及實體通路之營業額。
After implementing the national health insurance and pharmaceutical divisions, Taiwan pharmacy industry has transformed to a diversified business model. Regarding the improvement of medical technology, the enhancement of consumer awareness and the trend of the aging society, the concept of health and maintenance has gradually penetrated into consumers’ life. However, in this highly competitive pharmacy market, the government policies and consumer ideology also have changed. It gets more attention on how to improve the performance of drugstore and its marketing strategies of the drugstores, even further to attract more consumers to have more transaction.
The purpose of this study is to understand how the drugstore applies services innovative to influence on the management and encourage the customer relationship. Moreover, to comprehend the marketing strategy of the drugstore, thereby enhancing their willingness to purchase the medicine and healthy products more. In this study, semi-structured interview method was used for data collection. This study also takes a chain drugstore as an example to explore the relationship between services innovation, customer relationship management, and purchase intentions. The interview participants are all from this chain drugstores. There are 4 supervisors of the chain drugstores and 4 managers and all of them have at least 8 years working experiences in this chain drugstores. All data have been analyzed by coding analysis.
The result discovers that after changing from traditional pharmacy to multi-operation drugstores, the shops sell not only medicine and skin care products but also provide innovative services to develop and maintain the customer relationship, such as online drug consultation, product selection and course experience in the form of Online\Offline. This study also provides the suggestion for the drugstore sector which innovative services has contributed more positive word-of-mouth and encouraged more consumption. Not only brick and mortar drugstore but also improve the profit of online shop specially in selling healthy products. |
