傳統藥局行銷活化與商業模式創新

在銀髮族群網購消費力增加的狀況下，實體藥局勢必面臨轉型危機，而保健品在網購的消費上，廠商、通路（網購電商或藥局）、消費者均面臨不同的問題。廠商若非知名大廠，則需要花費大把的經費與消費者溝通，並打開知名度，無法在實體店面讓藥師與消費者溝通的狀況下，僅能透過行銷的方式將欲溝通的資訊傳達給消費者，而且台灣的法令規定嚴格，假如行銷宣傳手法太過於積極，非常容易觸法。同時也無法透過藥師的推薦達到消費者對於產品信賴度的提升。而消費者則會面臨有問題時不知道問誰也沒有人可問的窘境，最後只能憑網路上搜尋到的資訊或者直接尋求大品牌購買，導致商品可能不是最適合自己或者最符合自身的需求。本研究探透過半結構的方式訪談社區藥局藥師，研究出價值主張圖中的顧客素描與價值地圖，並發展出獨特的產品與服務：TH大健康平台，將網路社群經營與藥局經營結合，透過網路社群與消費者溝通，提高消費者信賴程度，同時解決消費者苦無專業諮詢的困境，與藥局無法引入客人的問題，並且因透過社群經營與消費者溝通，不僅可以隨時了解消費者需求，也能使社區藥局與鄰近在地消費者的關係更加緊密，進而能使一些優質的台灣本土保健品品牌更容易讓消費者了解，使消費者能用更少的代價取得更好的產品，達到三方均贏的局面。

關鍵字

價值主張圖；顧客素描；價值地圖；精實畫布

並列摘要

As the online consuming ability of the elders increases, brick-and mortar pharmacies must face the fact that they are encountering a transformation crisis. Moreover, health supplements are facing issues on the aspect of online consuming, the vendors, marketing channel(E-commerce or pharmacy), and consumers. In the case when the vendor is not a widely known brand, they have to spend a lot of time and a great amount of funds in order to get more well known. Pharmacists being unable to communicate with the consumers can only deliver the information through the process of marketing and advertising which can be very close to law violation because of the strictness of Taiwanese law. Moreover, consumers trust the less due to the lack of professional recommendations and opinions from pharmacists. Meanwhile consumers will meet problems such as not being able to get any support other than information from the internet, or choose to just purchase those famous brands instead. That can lead to the goods they purchased is not the most suitable ones for their needs. This research interviewed pharmacists in community pharmacies by semi-structure strategy. After all the researches, we found out persona and the value map in the value proposition canvas. We’ve also developed unique production and services: TH healthcare platform, which combines social media managing and pharmacy managing. Communicating with consumers through social medias, gain more trust from the consumers, solve the problems such as consumers can’t get professional consulting after purchasing, or pharmacies which have issues with attracting consumers. Additionally, we can not only understand more about needs from different needs from consumers but also strengthen the bond between consumers and community pharmacies. Which creates another effect that those high-quality Taiwanese health supplements brands more well known by consumers. Therefore, consumers will be able to pay less and receive high-quality goods. Which creates a multi-win situation.