連鎖藥局關鍵成功因素的探討

The Study of the Key Successful Factors of the Chain Pharmacies

郭佩雯(Pei-Wen Kuo)

指導教授 ： 鍾國彪 ； 蘇喜

國立臺灣大學/公共衛生學院/醫療機構管理研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.01326

摘要

台灣的醫藥環境近年來遭遇重大變革，如全民健保、醫藥分業、藥品進口自由化及藥品零售業務國際化、現代化的衝擊加上消費者教育水準的提高、消費行為與習慣的改變等因素刺激下，國內藥局體系不得不走上改變體質、迎接新挑戰的局面。在競爭激烈的情況下，學者們認為，若能有效掌握經營之關鍵成它]素，才能建立持久性競爭優勢。
　　因此本研究針對台灣地區連鎖藥局(Chain Pharmacy) 進行探討，包含如下之研究目的：
1.了解台灣地區連鎖藥局的關鍵成它]素；
2.比較台灣地區連鎖藥局不同體系對關鍵成它]素之認知差異；
3.比較台灣地區連鎖藥局不同經營型態對關鍵成它]素之認知差異；
4.比較成本P失敗連鎖藥局對成它]素之認知差異。
　　本研究採問卷調查法，以藥局的觀點，探討連鎖藥局產業之關鍵成它]素，連鎖藥局定義為由同一總公司集中擁有或控制十家或以上具有相同形象、統一管理等的零售據點，並將成巧w義為平均月毛利率高於21%以上。經由各種相關文獻的探討，初步擬出影響連鎖藥局業的因素，再經由與業界經理人之討論與學界專家修正，歸納出23個影響連鎖藥局業的因素，分為營運總部、產品條件、行銷及銷售、人力資源、與作業條件五大類。運用分析層級程序法進行連鎖藥局關鍵成它]素的選取。以立意取樣的方式郵寄問卷給兩個同意參與研究之連鎖藥局體系旗下共120家藥局，有效回收問卷60份，有效回收率為50%。回收之有效樣本與寄發之研究對象經適合度檢定後均沒有顯著的差異，顯示回收有效樣本對寄發研究對象之代表性良好。
　　將回收問卷之資料區分為藥局全體、藥局體系、經營型態(直營、加盟)、平均月獲利四種分類，進行分析。在藥局全體部分，歸納出關鍵成它]素依其重要性為「店址和商圈的選定」、「連鎖體系的知名度」、「產品獲利性」、「薪資福利政策」、「連鎖體系規模」、「完善教育訓練體系」、以及「人事穩定」七項。
　　兩家體系所評估出的關鍵成它]素均集中在營運總部、產品條件、行銷銷售與人力資源方面。兩個體系雖然在關鍵成它]素的評估前十項重要因素差異不大。
　　在不同經營型態的業者評估意見中，評估均列於前五位之因素為連鎖體系知名度、產品獲利性、店址和商圈的選定、薪資福利政策四項，顯示兩經營型態的業者認為此四項是關鍵成它]素；此外，直營的業者認為市場區隔選擇，而加盟業者則認為注重產品的獨特性會為藥局獲致成央C
　　成本P失敗之藥局業者評估意見的比較中，我們發現兩類型業者均認為連鎖體系知名度、產品獨特性、產品獲利性、店址和商圈的選定、薪資福利政策是最重要的五項，對成它]素的認知並無太大之差異，僅是在評估其重要性有不同，顯示其對這些成它]素投注資源程度上的不同。
　　根據研究結果的發現，本研究針對連鎖藥局的經營業者與連鎖藥局總部的管理者各別提出數點建議，俾能在擬定未來發展策略時有所助益。

關鍵字

連鎖藥局 ； 分析層級程序法 ； 關鍵成功因素

並列摘要

The chain pharmacies in Taiwan are now facing dramatic challenges in adapting themselves to several rapid changes, such as the implementation of National Health Insurance (NHI), the separation of dispensing practice from medical practice, the liberalization of drug importation, the internationalization and modernization of drug retailing, the increasing of consumers’ educational level, the changes of the consumers’ behaviors and habits, and etc. Some researchers believe that holding the key successful factors of management can help to build up the sustaining competitive advantages.
　　In this study, main focus would be the chain pharmacies that include specific aims listed as below,
1. To understand the key successful factors of the chain pharmacies in Taiwan.
2. To compare the cognition of key successful factors across different systems.
3. To compare the cognition of key successful factors across different management styles of chain pharmacies.
4. To compare the cognition of key successful factors across successful and failing chain pharmacies.
　　This is a survey research that discusses the key successful factors in chain pharmacies from the viewpoint of managers of all individual pharmacies. The definition of chain pharmacies is the servicing points of one system with 10 or more pharmacies in similar image, and management style. Success pharmacy is defined as the pharmacy has average monthly gross profit rate higher than 21 percent. The study generalized 23 factors that affect the management of chain pharmacies through the literature review and interviewing with one business manager. These factors were categorized into five groups including “headquarter”, “the attributes of products”, “marketing and promotions”, “human resources”, and “the condition of operations”. After inviting 3 scholars and one CEO to finish the expert validity questionnaire, this study selected two systems with purposive sampling. Analytic Hierarchy Process (AHP) was applied to select key successful factors for chain pharmacies. By mailing the questionnaires to 120 drugstores of the chain pharmacies within these two systems, sixty samples responded (50 percent response rate). The goodness of fit tests between the sample and population show that the sample represents the population well.
　　Data was analyzed by four subsets including all pharmacies, systems, management styles, and average monthly yield to serve the purposes. For all pharmacies, seven key successful factors to manage chain pharmacies with relative descending importance, such as “the decision of location”, “the degree of popularity of chain pharmaceutical system”, “product profitability”, “compensation policies”, “economic scale of chain pharmaceutical system”, “completeness in training programs”, and “stability of workforce”.
　　The key successful factors evaluated by two systems focus on “headquarter”, “the attributes of products”, “marketing and promotions”, and “human resources”. There are slight differences between the evaluations of two systems in key successful factors.
　　Among the evaluations of different management styles, the factors jointly evaluated as top five key successful factors by these two styles’ managers are ” the degree of popularity of chain pharmaceutical system”, product profitability”, “the decision of location”, and “compensation policies”. The regular chain managers believe that “the selection of market segmentation” is also important, and the franchise chain managers believe that the “uniqueness of products” can bring the pharmacies success.
　　Managers’ opinions comparison toward successful and failing pharmacies’ successful factors shows that they both believe that “the degree of popularity of chain pharmaceutical system”, “the uniqueness of products”, “product profitability”, “the decision of location”, and “compensation policies” are important factors in managing chain pharmacies. The result shows their cognitions of the key successful factors have no difference, but they might allocate different resources on these factors.
　　Based on the research findings, several suggestions are proposed for both the managers of chain pharmacies and in the headquarters of chain systems to provide some reference for developing strategies in the future. Recommendations to the managers of chain pharmacies include strengthen their management in product categories, the active attendance of training programs, and the collection of site related information. Recommendations to the managers in the headquarters of chain systems include the promotion for the degree of popularity of chain systems, the modification of their growth strategies, the integration of all the pharmacies and the industry related information, and the improvement of human resources system.

並列關鍵字

Chain Pharmacy ； Analytic Hierarchy Process ； Key Successful Factor

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