臺灣博碩士論文加值系統

二代健保衝擊下藥品代理商面臨生存壓力，有鑑於藥品代理商已從原來B2B的經營模式轉變為B2C的經營模式，藥品代理商之行銷策略的重要性不言可喻，當然其內涵與行銷策略組合更值得進一步探究。本研究透過藥品代理商B2C的重要客群為研究對象，運用層級分析法進行分析，研究重點為：ㄧ、如何運用行銷4P架構彙整行銷策略的關鍵因素；二、運用層級分析法(AHP)發展4P架構構面的相對重要性；三、根據上述發展出來之行銷組合提供給藥品代理商參考。研究結果發現：「產品」構面較「其它構面(價格、通路及促銷等三項)」具影響力，「產品」構面以「品牌價值」重要性最高，「價格」構面以「高價值優勢」重要性最高，「通路」構面以「取貨便利性」重要性最高，「促銷」構面以「發展優勢促銷組合」重要性最高。

Under the impact of the second-generation national health insurance, pharmaceutical distributors face significant survival pressures. Given that pharmaceutical distributors have shifted from a B2B (business-to-business) model to a B2C (business-to-consumer) model, the importance of marketing strategies is undeniable, and the content and combination of these strategies warrant further investigation. This study focuses on the key customer groups of pharmaceutical distributors in a B2C context and employs the Analytic Hierarchy Process (AHP) for analysis. The research aims to: 1) Identify key factors in marketing strategies using the 4P framework; 2) Develop the relative importance of the 4P dimensions using AHP; 3) Provide pharmaceutical distributors with a marketing mix based on the findings. The results reveal that the 'Product' dimension has more influence than the other dimensions (Price, Place, and Promotion). Within the Product dimension, 'Brand Value' is of utmost importance, 'High Value Advantage' is most crucial in the Price dimension, 'Convenience of Access' ranks highest in the Place dimension, and 'Development of Advantageous Promotional Combinations' is most significant in the Promotion dimension.

目 錄
中文摘要………………………………………………..……………….i
英文摘要…………………………………………….………………….ii
目 錄……………………………………………………………….......iii
表 目 錄………………………………………………………………...v
圖 目 錄………………………………………………………………...vi
第一章 緒論………………………………………………………….1
第一節 研究背景……………………………………………………..1
第二節 研究動機……………………………………………………..2
第三節 研究目的……………………………………………………..5
第四節 研究範圍……………………………………………………..6
第五節 研究流程……………………………………………………..7
第二章 文獻探討……………………………………………...………8
第一節 藥品行銷……………………………………………………...8
第二節 行銷管理與行銷組合……………………………………….12
第三節 行銷組合之反思……………….………….………………...24
第三章 研究設計……………………………………………...…..…26
第一節 研究架構………………………..…………………...………26
第二節 研究對象………………………………………………….…28
第三節 研究方法…………………………………….………………29
第四章 研究結果…………………………………………………….31
第一節 資料收集與分析…………………………………………… 31
第二節 藥品代理商行銷策略之研究AHP實證分析……..……….31
第五章 結論與建議……………………………………………………35
第一節 結論與研究命題……………………….……………………35
第二節 研究建議……………………….………….………………...38
第三節 研究限制……………………….………….………………...39
參考文獻…………….…………………….………….………………...40
中文部分……………………….………….………………………….40
英文部分……………………….………….………………………….41
表 目 錄
表1-1 研究範圍………………………………………………………..6
表3-1 層級分析法的基本假設………………………………………31
表4-1 藥品代理商行銷策略之研究AHP分析結果………………..32
圖 目 錄
圖1-1 研究流程圖………………………………………………………7
圖2-1 四大價值行銷…………………………………………………..12
圖2-2 行銷管理的演化………………………………………………..13
圖2-3 新行銷現實面…………………………………………………..13
圖2-4 全面行銷觀點…………………………………………………..14
圖3-1 研究架構………………………………………………………..27
圖4-1藥品代理商行銷策略之研究關鍵因數構面權重……………...32

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