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| Title: | 連鎖藥局創新服務之研究-以B連鎖藥局為例
A study on service innovation in chain pharmacies- An example of B company |
| Authors: | 盧盈蒼 |
| Contributors: | 季延平
盧盈蒼 |
| Keywords: | 連鎖經營
服務創新
關係行銷
Franchise Chain
Service Innovation
Relationship Marketing |
| Date: | 2011 |
| Issue Date: | 2012-12-03 11:24:08 (UTC+8) |
| Abstract: | 近年來台灣醫藥環境面臨重大變革，如全民健保開辦、醫藥分業實施、藥品進口自由化及藥品零售業務國際化，加上消費者教育水準之提高，在此種種因素影響下，藥局經營必須改變體質才能面對新環境、新挑戰。此外，隨著經濟環境的改善，民眾對於健康醫療相關的支出比例亦持續增加。藥局經營模式已不知不覺產生變化，由量的減少到質的提升、由被動轉為主動、由以「生病為中心」的商品組合到「健康為中心」的商品組合、由單打獨鬥到策略聯盟、由專業分工到資源整合都考驗著藥師的經營能力。
綜合上述可以發現在整體大環境改變下，傳統社區藥局經營模式已無法滿足顧客之需求，加上顧客對健康養身觀念意識之抬頭，社區藥局已逐漸定位為主動替顧客健康照護之把關者，而非僅僅是有病才拿藥之消極互動模式。尤其對長期慢性病友而言，社區藥局如何透過慢性病處方箋與醫院長期合作照護病友，以使病友用最有效率、最近距離、最少時間取得最正確安全之藥事服務，以提升附加價值；擺脫低價策略擴大市場需求，將成為社區藥局需審慎思考之新經營策略。
有鑒於此，本研究透過服務科學建立「新型態社區藥局服務創新模型與連鎖加盟經營」，以期在醫院與病友間成為有效之溝通橋樑並提升顧客健康照護之價值。接著，轉型第二階段將延續新商業模式，利用關係行銷建立「全國慢性病會員慢箋照護E-Pharmacy創新服務計畫」，協助個案公司將與其相關性之各產業資源相結合，形成牢不可破之關係行銷網，以期轉型發展成具有持續競爭力之永續經營企業，以因應產業之快速變化。
Medical and pharmaceutical industries in Taiwan have been facing revolutionary transformations in recent years. These include the launch of National Health Insurance, dispensing separation (DS), import liberation, retail internationalization, and the elevation of consumer education levels. Under the impacts of these factors, drug store businesses have had to change accordingly to adapt to the new environment and respond to new challenges. Furthermore, with the improved financial condition of people, the proportion of budgets spent on medical- and healthcare-related services is steadily rising. The business model of a drug store has also changed. It has moved from quantity-focused management concepts to quality-focused ones, from passive-based services to active-based ones, from “illness-centered” products to “health-centered” ones, from a solitary pursuit to strategic alliances, and from division of professional work to integration of resources. The transformation poses a great challenge to the management capabilities of pharmacists.
In short, under global changes and the raising of public awareness of health and health care, traditional community drug stores are far from meeting the demands of customers. From the passive business model of waiting for sick customers to walk in for their medications, community drug stores have gradually transformed to become actively involved in restoring and enhancing the health of their customers. By maintaining long-term cooperation with the hospitals that prescribe medications to their customers, community drug stores can especially help chronic patients by providing them the most efficient, shortest distance, correct and safe pharmaceutical services within the shortest time. Drug store owners should take this new business strategy into serious consideration as it allows them to offer value-added services to customers, abandon a low-pricing strategy, and expand market demand.
In view of the above-mentioned, this study has set up a “New Form of Community Drug Store with Innovative Service Model and Franchise Chain Business Model” via Service Science, Management and Engineering (SSME), and which aims to build an effective communication bridge between the hospital and the patient and enhance the value of healthcare services given to customers. The second phase of transformation is an extension of the new business model. In the second phase, relationship marketing is adopted to establish a “National Innovative Service Program of E-pharmacy for Chronic Patients” to assist the company in the study to integrate corresponding resources from different industries and form a strong relationship marketing network. With this program, it is hoped that the drug stores can transform and develop into sustainable ventures with sustainable competitive edges to respond to the rapid changes in the industry.
"第一章 緒論 9
第一節 研究背景及動機 9
第二節 研究方向與目的 10
第三節 研究範圍 11
第二章 文獻探討 13
第一節 連鎖藥局經營 14
第二節 服務科學與服務創新 32
第三節 關係行銷 56
第三章 研究方法與架構 75
第一節 研究方法 75
第二節 研究架構 80
第三節 研究步驟 82
第四章 個案分析 85
第一節 個案公司產業分析 86
第二節 個案公司分析 93
第三節 個案公司轉型建議 105
第五章 結論與建議 135
第一節 研究發現與結論 135
第二節 研究建議 137
第三節 未來研究方向 140
參考文獻 141
圖目錄
圖2.1 服務創新領域 33
圖2.2 服務體驗組成之觀念模型 47
圖2.3 服務創新驅動力模型 51
圖2.4 服務創新四象限模型 54
圖2.5 六種市場架構模型 64
圖3.1 研究架構圖 81
圖3.2 研究步驟圖 84
圖4.1醫療保健及社會福利服務業產值與附加價值走勢圖 89
圖4.2 醫藥品代理物流產業鏈 92
圖4.3 個案公司組織架構圖 96
圖4.4 B連鎖藥局服務創新四象限模型 110
圖4.5 新創新服務經營定位 111
圖4.6 ICT資訊平台架構 114
圖4.7 新服務創新經營模式 115
圖4.8 新連鎖藥局品牌加盟營運系統之藥事專業服務項目 116
圖4.9 健康管理儀器 118
圖4.10 社區藥局發展在地化基層醫療團隊服務 121
圖4.11 處方箋作業流程 124
圖4.12 關係行銷六大市場 129
圖4.13 e-pharmacy服務計畫 129
表目錄
表2.1 連鎖經營型態之各項構面比較 16
表2.2 台灣連鎖店發展 23
表2.3 台灣連鎖經營形態比較分析 24
表2.4 商品主導邏輯與服務主導邏輯差異 35
表2.5 傳統行銷與關係行銷比較 62
表4.1 經營理念內涵與價值觀表 95
表4.2 各主要部門所營業務 97
表4.3 SWOT 分析 105
表4.4 個案公司通路顧客價值轉型策略藍圖 106 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932080
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098932080 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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