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研究生:歐淑娟
研究生(外文):Ou, Shu-Juan
論文名稱:藥局經營型態與競爭優勢之研究
論文名稱(外文):The Research of Business Styles and Competitive Advantages in Drugstores
指導教授:林秋華林秋華引用關係邱宏仁邱宏仁引用關係
指導教授(外文):Lin, Chiou-HuaChiou, Hong-Jen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:107
中文關鍵詞:藥局經營型態
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  • 被引用被引用:13
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  隨著全民健保的實施與醫藥分業的來臨,藥品市場與藥品重要通路一藥局正面臨一大變革。在環境變化迅速、競爭愈演愈烈下,藥局需重新定位,逐漸轉型為現代化的連鎖藥局,如此才能具有競爭優勢。再者,由於市場呈動態性,所有競爭優勢均不能長久維持,一藥局若想繼續擁有競爭性優勢與定位,就必須不斷地創造本身的競爭優勢。因此,本研究旨在針對藥局的經營型態與競爭優勢做一探討,並以實證資料來探討各變項間的關係,以期能更深入瞭解藥局『經營型態』與『競爭優勢』間的內涵,並希望本研究結果能有效地提供各企業界做一參考。
  本研究係以在臺北市登記成立的屈臣氏、萬寧、康是美、華特和博登等連鎖藥局與傳統獨立藥局為研究母體,總計共有414家藥局,有效問卷164份。本研究的重要實證結果如下:
  一、影響藥局採直營連鎖型態的因素有:顧客需求面因素、非藥品產品競爭力因素、非藥品行銷關鍵因素,而直營連鎖藥局的競爭優勢卻來自於非藥品產品競爭力因素及價格-品質與顧客導向策略因素。
  二、影響藥局採加盟連鎖型態的因素有:藥品的產品競爭力因素、行銷競爭力因素、藥品行銷關鍵因素及時-技與堡壘建構策略因素,而加盟連鎖藥局的競爭優勢卻來自於非藥品行銷關鍵因素。
  三、影響藥局採傳統獨立型態的因素有:藥品的產品競爭力因素、行銷競爭力因素、非藥品行銷關鍵因素及藥品行銷關鍵因素,而傳統獨立藥局的競爭優勢卻來自於現行制度面因素、非藥品的行銷競爭力因素與非藥品行銷關鍵因素。
  This paper is the research of the business styles and competitive advantages in drugstores. Due to the execution of National Health Insurance and the Departure of Medicine Business and Drug Business, the drugstore in dynamic environment must change its business style in order to sustain its competitive advantages and positions. Accordingly, this research explores the relations between business styles and competitive advantages of drugstores in dynamic and competitive environment.
  The subjects of this research are mainly chain drugstores (like Watsons and Mannings) and traditional drugstores in Taipei. Questionnaires were sent to 414 such drugstores, out of which 164 were valid. The salient findings are the followings:
  1. The factors influencing drugstores to be regular chain drugstores are : the factor of customers'' demands, the factor of product competitive power of non-drugs and marketing key factors of non-drugs, but the competitive advantages of regular chain drugstores arise from the factor of the product competitive power of non-drugs and the factor of price-quality and customer oriented strategies.
  2. The factors influencing drugstores to be franchise chain drugstores are : the factor of product competitive power of drugs, the factor of marketing competitive power, marketing key factors of drugs and the factor of time, know-kow and strongholds strategies, but the competitive advantages of franchise chain drugstores arise from marketing key factors of non-drugs.
  3. The factors influencing drugstores to be traditional drugstores are: the factor of product competitive power of drugs, the factor of marketing competitive power, marketing key factors of non-drugs and marketing key factors of drugs, but the competitive advantages of traditional drugstores arise from institutional factors, the factor of marketing competitive power of non-drugs and marketing key factors of non-drugs.
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