連鎖藥局展店策略之研究

A Research of Expansion Strategy of Chain Drugstore

龔士惟(shih-wei kung)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

藥局在台灣已有相當久歷史，連鎖化已是趨勢，對於連鎖藥局而言拓展事業版圖最快方式便是「展店」。俗語說：一間商店經營要成功三大要素便是1.地點2.地點3.還是地點，但綜觀全台黃金店面廠商卻一間一間更換，有鑑展店是相當大的投資決策，連鎖藥局靠展店拓展版圖頇審慎評估。 本研究訪問連鎖藥局知名顧問與相關業者，藉由與各專家、業者共同整理出連鎖藥局展店相關內容可對學術界和實務界有所幫助。 本研究發現，連鎖藥局是否需要展店多半根據內部成長、人力養成、規模經濟等因素；目標設定上多半採損益帄衡點與獲利能力為主要參考要項；商圈調查與立地調查多半同時進行，且列為日常作業內容，主因在於商圈與立地調查除可針對展店更可針對消費者與競爭者做調查。最後，展店成功因素雖與商圈、立地有關，但本研究結果卻顯示，商圈與立地條件雖然重要，但並非絕對因素! 由於展店是相當大投資，許多連鎖藥局因展店失敗導致退出市場，本研究期許連鎖藥局業者能夠藉此提升展店成功機率。

關鍵字

藥局 ； 展店 ； 連鎖 ； 立地 ； 商圈

並列摘要

Drugstores have a long history in Taiwan, and chain stores have become a trend. The quickest way to expand business for chain drugstores is “shop expansion.” According to one common saying, the success of a store is determined by three major factors: location, location, and location. However, stores nationwide have been changing. Shop expansion requires making strategic decisions in terms of investment; therefore, chain drugstores should undertake a careful evaluation when considering shop expansion.
Well-known consultants and owners of chain drugstores were interviewed in this study to collect information that should be beneficial in academic circles and practical fields. This research found that the shop expansion of chain drugstores mainly depends on factors such as internal growth, in-house training, and economies of scale, with break-even points and earning power being the main items for consideration. Trade area and site surveys were mostly conducted simultaneously and considered as part of daily procedures. The main reason for this is because trade area and site surveys aim at investigating shop expansion as well as consumers and competitors. Lastly, although the success of shop expansion is related to the given trade area and site, the research results indicated that they are not absolutely determinative factors. Since shop expansion requires considerable investment, many chain drugstores have had to withdraw from the market due to failure. We hope that the insights of this study will help owners of chain drugstores to enhance their chances of success in shop expansion.

並列關鍵字

Area ； Location ； Shop Expansion ； Chain ； Drugstore

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