政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152013

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152013

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/152013

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152013

Title:	媒合送藥服務之商業模式與策略行銷分析 Business Model and Strategic Marketing Analysis of Medication Delivery Matching Services
Authors:	陳芝儀 Chen, Chih-Yi
Contributors:	巫立宇林智偉陳芝儀 Chen, Chih-Yi
Keywords:	藥事服務送藥到府慢性病連續處方箋策略行銷4C Pharmaceutical Service Home Medication Delivery Chronic Disease Continuous Prescription Strategic Marketing 4C
Date:	2024
Issue Date:	2024-07-01 12:24:19 (UTC+8)
Abstract:	隨著社會高齡化趨勢加速，臺灣預計在2025年邁入超高齡社會，長輩照護需求日益迫切。政府因應人口結構變遷所衍伸出的照護問題，提出對應長照政策，銀髮照護產業供給與需求皆持續成長。臺灣慢性病患眾多，其中又以中高齡族群居多，且人數逐年增加。慢性病患者需長期、定期領藥，但對於行動不便、記憶力退化的長者來說，領藥成為一大困擾。雖然通訊診察治療辦法已修正，即將於2024年7月開放遠距視訊就醫，但藥品交付仍須由藥師親自執行，造成部分有領藥需求者不便。本研究以媒合送藥服務業者呼叫藥師為案例，採用個案研究法，深入探究呼叫藥師平臺的營運模式與商業策略。首先運用商業模式圖之九大要素，全方位解構呼叫藥師平臺的商業樣貌，接著，再透過策略行銷4C架構，深入分析呼叫藥師如何協助不同客戶群降低各項成本，進而減少總體的服務取得成本及交易摩擦。深入暸解個案公司在提供數位藥事服務上所面臨之困境與挑戰後，本研究進一步探討其商業模式之優化策略。本研究發現呼叫藥師平臺之主要痛點包括：(1) C1：無額外收取服務手續費，平臺需自行吸收營運成本；(2) C4：平臺作為中間媒合角色，難以避免「被跳單」。針對上述痛點，提出以下解決方案：(1) 服務加值與客製化，採使用者付費模式增加收益；(2) 自2B與2G客群下手，拓展收益來源；(3) 運用藥局網絡靈活調度資源，使得平臺角色不可或缺；(4) 創建雙邊用戶交流社群，增加溝通管道以及蒐集反饋。透過上述解決方案，本研究期望能協助呼叫藥師有效改善其商業模式，提升營運表現與競爭力，協助該平臺達到永續經營，並為社會創造更多價值。 Taiwan's rapid aging, projected to reach a super-aged society by 2025, fuels a growing demand for elder care. Government policies address these demographics with long-term care initiatives, fostering growth in both supply and demand within the industry. However, chronic disease patients, primarily elderly, face medication access challenges due to mobility limitations or memory loss. While remote consultations are expanding, the in-person drug delivery requirement by pharmacists remains an obstacle. This study explores the operation and business strategy of UPharm, a medication delivery platform, using a business model canvas and strategic marketing 4C framework. It analyzes how UPharm reduces service acquisition costs and transaction friction for various customer groups. Analyzing UPharm's challenges in digital pharmacy services, the study identifies two key pain points: (1) Lack of revenue: covering operating costs without additional service fees; (2) Disintermediation: preventing users from bypassing the platform. To address these, it proposes solutions as follows: (1) offering value-added services with user fees; (2) expanding revenue generation through 2B and 2G customer segments; (3) leveraging the pharmacy network for resource allocation, making UPharm irreplaceable and (4) creating user communities to improve communication and gather feedback. This study's proposed solutions aim to strengthen UPharm's business model, improve performance and competitiveness, ensuring its sustainability.
Reference:	一、中文文獻巫立宇、邱志聖(2021)，銷售與顧客關係管理(第二版)，台北市：新陸書局。邱志聖(2020)，策略行銷分析：架構與實務(第五版)，台北市：智勝文化。譚延輝(2014)，藥事照護理念、流程與管理體系，藥學雜誌電子報，第30卷第2期。衛生福利部國民健康署(2022)，民國108年中老年身心社會生活狀況長期追蹤調查成果報告，https://www.hpa.gov.tw/Pages/ashx/File.ashx?FilePath=~/File/Attach/1282/File_18237.pdf，擷取日期：2024年4月24日。衛生福利部統計處(2024)，藥政管理－各縣市藥商及醫療器材商家數按鄉鎮市區別分，https://www.mohw.gov.tw/dl-17834-e077697f-64e6-4e5d-9d44-90ba57187f64.html，擷取日期：2024年4月30日。三總醫世代電子報(2018)，邁向智慧醫療，提升就醫國民便利，https://enews.tsgh.ndmctsgh.edu.tw/edm/content_detail.aspx?eid=367，擷取日期：2024年4月30日。台灣好新聞(2017)，聖保祿「藥來速」新措施　連續處方箋領藥更方便，https://www.taiwanhot.net/?p=491414，擷取日期：2024年4月30日。自由時報(2011)，雙和醫院推「藥來速」領藥免下車，https://news.ltn.com.tw/news/local/paper/505282，擷取日期：2024年4月30日。二、英文文獻 Osterwalder, A. and Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New Jersey: Wiley.
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363020
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111363020
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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