都會型連鎖藥局品牌知名度之個案研究

A Case Study on the Brand Awareness of Urban-Chain Drugstore in Middle Taiwan

劉瑋芳(Wei-Fang Liu)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2006年)

摘要

根據統計，台灣目前約有56,824 家藥局。藥局已跨越單純販售藥品的界線，紛紛朝向複合化、連鎖化及便利化的新型態連鎖藥局發展；以專業、便利為訴求的連鎖藥局相繼成立，逐漸取代傳統藥局。本研究依其經營模式，將藥局分為連鎖型藥局、都會型連鎖藥局及個人獨立經營型藥局；為因應國內藥局市場之競爭，各藥局紛紛以促銷的手法促進其知名度及增加銷售量。然因促銷乃短期策略無法達到真正的目的，且未必所有的促銷策略都能夠達到藥局的經營目標；因此，將藥局的局面推向品牌導向才是可行之道。
以前只會提藥品的知名度，消費者會因為藥品品牌決定品質好壞，但是隨時代不同，新型態藥局以專業品牌形象打出知名度，顛覆藥業市場；加上國內外對藥局產業的文獻多著墨於經營策略、關鍵成功因素、顧客滿意度、競爭優勢、購買決策及消費行為，並無針對藥局品牌的研究；且重點多集中在台北縣市的一般藥局、社區藥局及連鎖藥局。基於此，本研究以台中市的都會型連鎖藥局，以個案研究方式，探討個案藥局消費者對都會型連鎖藥局品牌知名度之行為意向，期望瞭解個案藥局消費者對其品牌知名度之行為意向，給予個案藥局最佳建議。據此，本文研究目的有：彙整與瞭解台灣地區連鎖藥局現況與研究個案發展特性；建構消費者對研究個案品牌知名度行為意向之模式；驗證個案品牌知名度對消費者行為意向的影響及據研究結果，研議個案藥局經營者改善品牌之策略。
本研究以個案藥局於台中市5 家連鎖分店為訪問之據點。問卷採用配額隨機抽樣的方法，現場發放的方式，讓受試者當場填寫回收。本文實得樣本為121份，樣本收集完成後，以Logit 迴歸模式驗證消費者對都會型連鎖藥局品牌知名度之態度、主觀規範及行為控制認知與行為意向之關係。依研究結果，得到都會型連鎖藥局的品牌知名度會因為消費者對其之態度、主觀規範及行為控制認知所影響。建議個案要局應針對消費者的人口特徵進行區隔；利用醫師及消費者週遭的口碑；並結合知名藥妝品牌廠商，運用共品牌方式加深對個案藥局品牌印象。

關鍵字

都會型連鎖藥局 ； 品牌知名度 ； 計畫行為理論

並列摘要

According to the statistics, there are nearly 56,824 drugstores in Taiwan at present. Drugstores were across the line of simply sale medicine into compound products and convenient management, which are displace the traditional pharmacies little by little. This paper divided drugstores in Taiwan into chain-drugstore, urban chain-drugstore, and individual drugstore by management patterns. Most of drugstores use promotion strategy to improve the achievement and awareness, but promotion is short-term strategy and not the entire promotion strategy can achieved the goal all the time. Thus, the brand is the way to success to drugstores.
Consumers were only mentioned about medicine brands that use it to depend the quality of the medicine. However, the new type of drugstore utilized the brand image of professional into the market and success set up the brand awareness. In addition, many studies about drugstores in Taiwan are focused on the fields in management strategies, competitive superiorities, consumers’ perceptions, consumers’ purchase decisions, and consumer behaviors. So far, there are few studies choosing urban chain-drugstore to investigate its brand awareness. Thus, this paper chose an urban chain-drugstore as case study. The purposes of this paper are to identify, via using the
methods of the Logistic Regression, to know the consumers’ attention of brand awareness, and the factors that affect their attention. The data survey based on the consumers viewed from the point of attention of brand awareness, offered by the consumers who were going to the 5-direct-managed stores of the case company in Tai-Chung city. The 400 samples were sampled by randomly without adjustment only 121 samples. From the results, the consumers’ brand awareness attention is affects by attitude, subject norm concerning the behavior and perceived behavioral control.
Suggest case company can adopts co-brand strategy via well-known medical-cosmetics firm bran and establish the public praise by doctors and consumers friends.

並列關鍵字

Urban Chain-drugstore ； Brand Awareness ； Theory of Planned Behavior

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