會員俱樂部在藥品關係式行銷的角色-TT公司的個案分析

目前台灣製藥產業所採取的行銷策略相互模仿，經營非處方藥（over-the-counter drug, OTC）普遍採用拉或推的二擇一策略。本研究試圖探討個案藥品公司尋求差異化行銷，評析運用整合消費者會員俱樂部行銷，是否對營業有所助益。根據寰宇藥品資料管理公司的統計，從民國93年至95年台灣整體OTC的市場逐年下降，分別為+0.2%, -4.4%, -9.7%，故經營持續困難。個案公司從民國93年至95年運用會員俱樂部整合行銷結果，不論是在其自費市場主力產品的銷售量以及整體OTC銷售利益兩者方面，皆達成其主要及次要目標，並已持續三年，在相對資源投入遞減的情況下，仍有繼續發揮正面的效益，且兩者皆達到10%以上的成長。在普遍拉或推的策略之外，個案公司導入會員俱樂部的整合行銷，可減少拉的策略所需支付龐大的廣告經費，也可幫助在推的策略中，拉進顧客的光臨。促成會員、廠商、代理商、協力藥局等利益關係人（stakeholders）全贏的局面。以個案公司的行銷策略為例，建立會員俱樂部對藥品廠商的經營有正面的績效，會員俱樂部在行銷中扮演一個重要推手與橋樑的角色，可能做為藥業界經營OTC策略的選項參考。

關鍵字

台灣製藥產業；會員俱樂部；行銷；非處方藥；藥局通路

並列摘要

At present the Taiwan pharmaceutical industry adopts the marketing strategy is toward the similar, manages the non- prescription drug (over-the-counter drug, OTC) generally uses pull or push two option strategies. This research attempts to discuss the case pharmaceutical company to seek the differentiated marketing, by implement the customer membership marketing to evaluate whether value to business. According to the IMS Taiwan statistics, the Taiwan whole OTC market drop year by year from 2004 to 2006, respectively is +0.2%, -4.4%, -9.7%. Therefore, the whole OTC market still fell into the difficult situation. The case company introduced the customer membership integrated marketing from 2004 to 2006, finally showed, no matter is main force self-payment product sales amount, as well as the whole OTC selling profit two aspects, all has conforms to its primary and the secondary objective, moreover has continued for three years, decreases progressively in the relative resources investment in the situation, still had continues to perform the positive benefit, also two all achieved 10% above the growth. Beside the pull or push strategies, the case company introduced the customer membership integrated marketing, may reduce the strategy which pull to have to pay the huge advertisement funds, also may help in the strategy which push, pulls customer's coming. Facilitates the member, distribution agent, unites efforts the aspect which stakeholders and so on cooperation pharmacy all wins. Take the case company's marketing strategy as the example, establishes the customer membership to have the positive achievements to the pharmaceutical company management, the customer membership acts in the marketing importantly to facilitate and the bridge role, possibly provide the OTC strategy option for pharmaceutical field.