| 摘要: | 臺灣近二、三十年的社會變遷、科技資訊的快速進步、經濟環境與市場結構的改變，本研究者有執業至今30多年，經歷藥局通路的變化，由傳統零售藥品到販售健康食品、生活百貨用品等。全民健康保險制度民國84年正式實施，接著民國86年中央健保局啟動實施醫藥分業，才由原來型態陸續改變成較具專業性的藥局，就是由原先藥局藥師與非藥師可執行藥品的販售、直到醫藥分業後區分為有真正藥師執行業務與非藥師執行業務的不同，讓民眾能夠清楚區分出藥局中具有執照的藥師執行藥品調劑販售及管理。近幾年藥局通路除了藥師的調劑執行業務外，也加入了商業市場零售販賣的競爭，在過度的競爭下形成藥師業務執行的行為面不盡理想，執行業務及教育推廣的本質上並不顯著。
目前的藥局在商業競爭方面，缺少了深度關心在藥局消費之主婦幼童，本研究主要目標客群為500名，擁有三歲以下孩子的父母其購買商品，因其會將食衣住行相關產品一次購足，例如幼兒使用奶粉及奶嘴、母親之保養品等等，並由收集問卷了解到，佔了50-60%的消費者是需要客觀正確的訊息資料，如果能提供幼兒教育相關訊息與選擇分析的平台是必要的服務，目前臺灣的藥局都尚未有從事此方面的服務，擁有3歲以下幼兒的父母消費者購物消費，此客群除醫療諮詢以外亦有保健育兒問題，現今幼兒教育機構品質參差不齊，過於商業化，傳授教育部分不復以前，W連鎖藥妝將門市通路進行了複合化、便利化等，讓門市通路不同於早期單純販售藥品給消費者，更多的是將藥品、保健營養品與保養品…等多元化商品整合在一起進行銷售，並在賣場及陳列上皆以開放式貨架及寬敞的銷售空間為主，讓消費者可以得到更好的消費體驗、商品資訊與專業服務，為傳統的藥局門市通路增加了更多的競爭力。因此本研究希冀透過對藥局產生幼兒感官學習教育之需求經這個的研究是可以使得我們的目標客群與w藥妝的緊密度更為提升。
In the past two to three decades, there have been significant social changes, rapid advancements in science and technology, and alterations in the economic environment and market structure in Taiwan. As a practitioner for over 30 years, I have witnessed the transformation of pharmacy channels from traditional retailing of pharmaceuticals to selling health foods, household goods, and more. The National Health Insurance system was officially implemented in 1995 (Republic of China calendar), fol-lowed by the initiation of pharmaceutical separation by the Central Health Insurance Administration in 1997. This transition gradually transformed pharmacies into more specialized establishments. Previously, both pharmacists and non-pharmacists could sell medications in pharmacies. After pharmaceutical separation, pharmacies were di-vided into those with licensed responsible for medication dispensing and management, and those without, carried out other tasks, this change enabling clear identification for the public." In recent years, pharmacies have not only continued medication dispensing but also encountered competition from commercial retail sales. This intense competi-tion has resulted in suboptimal performance in pharmacists' professional duties, with less emphasis on task execution and educational outreach.
Currently, pharmacies lack a deep concern for their primary consumers: home-makers with young children. This study targets 500 parents with children under the age of three, focusing on their purchasing behavior. These parents tend to buy a variety of goods, such as infant formula, pacifiers, and skincare products, in one shopping trip. Survey results show that 50-60% of consumers seek accurate and objective information. Providing a platform for early childhood education-related information and selection analysis is essential, yet currently lacking in Taiwanese pharmacies. Parents of children under three not only seek medical advice but also encounter childcare and health-related issues. The quality of early childhood education institutions varies, with some overly commercialized and lacking educational content. W pharmacy chain has innovated its retail channels, integrating diverse products like pharmaceuticals, health supplements, and skincare items. Their retail spaces feature open shelves and spacious layouts, enhancing the consumer experience and access to product infor-mation and professional services. This approach strengthens the competitiveness of traditional pharmacy retail channels. Thus, this study aims to improve the connection between our target consumer group and W pharmacy by addressing the demand for early childhood sensory learning education in pharmacies. |
