台灣藥局現狀和未來發展方向之探討

A Discussion of the Current State and Future Development of Retail Pharmacy in Taiwan

許延年(Yen-Nien Hsu)

《立德學報》 1卷2期 (2004/06) Pp. 63-70

https://doi.org/10.7080/JLU.200406.0063

摘要

台灣藥局在短短10年內，因受到全民健保政策和流通業快速發展的影響，表面上不只是和醫師爭調劑權，業者間相互的競爭更加激烈。這種結果導致傳統藥局愈加式微而藥妝店乃至複合式藥局更加盛行，行銷的政策聯盟層次不斷提昇。伴隨e時代的來臨，什麼是藥局目前最適合的經營形態，困擾著許多藥局的經營者。我們依台灣的傳統和地域觀念，參照日本的發展模式，尋求適合台灣藥局轉型的軌跡。從藥局的角度看必須從醫藥專業轉型到經營專業。對品目而言，由藥品、保健品轉型到美妝品、介護品，而由消費者的角度必須由病人轉型到無病者。並強化和地域的密切關係，舉辦各種公益活動。經由和同、異業種形成商圈聯盟達到共榮集客效果，經由專業權威性、商品權威性、店舖權威性，軟體權威性和溝通人才權威性締造出顧客『滿足、信賴』的藥局。

關鍵字

藥局 ； 消費行為 ； 轉型 ； 複合式店舖

並列摘要

In the last ten years, due to the introduction of the National Health Insurance Scheme, and the rapid growth of the drug distribution industry, retail pharmacy in Taiwan has become very competitive, not only between the doctor and the pharmacist, but also with the operators of stores. These factors have caused the traditional pharmacy to become less competitive. At the same time, the cosmetic pharmacy and the complex-multifunction drugstore are becoming more prevalent. In the e-era, many pharmacy operators are confused as to the best mode in which to run their business. In this paper, it is suggested that Taiwanese pharmacies take into account local consumer traditions, and continue to give priority to serving the local community. At the same time, the Japanese mode of operation can be used as a reference in the development of a more business oriented approach. This would see a shift in emphasis from medicine only to cosmetic or health care products, and from serving only patients to serving healthy customers as well. In addition, organizing activities for the benefit of the community can strengthen the relationship between the store and the neighborhood. Through the provision of superiority in products, specialties, store reputation, software and communication skills, operators can win the trust and loyalty of their customers.

並列關鍵字

pharmacy ； consumer behavior ； transformation ； complex-multifunction store