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  • 學位論文

台灣連鎖藥局成長策略與關鍵成功因素之關聯性研究

Growth Strategy and Key Success Factors of Chain Pharmacy in Taiwan

指導教授 : 呂鴻德
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摘要


連鎖藥局在台灣發展已有15年之久,近年來在全民健保、醫藥分業、藥品自由化等制度衝擊,加上資訊自由化、國民所得提高後引導消費者消費型態轉變下,經營環境更具挑戰性,然而在藥局產業特性限制下,許多連鎖藥局面臨體制改革與重整以順迎時代發展並尋求新的定位。 本研究採用個案研究法,以台灣連鎖藥局為研究對象,透過平衡計分卡四構面建構與探討連鎖藥局中關鍵成功因素為何?而當企業掌握關鍵成功因素是否對經營績效造成影響?企業永續經營必須不斷的成長,因此本研究分析台灣連鎖藥局採用之成長策略與不同策略與經營績效間之關聯性,最後探討成長策略與企業掌握關鍵成功因素之關聯性,希望藉由學理與實務的觀察能做為產業未來經營之參考。 本研究針對連鎖藥局中發展較具規模、且持續成長之連鎖藥局包括躍獅、康是美、博登、丁丁與長青連鎖藥局進行了解,在深度訪談後經由次及資料分析與個案匯整後,發展出相關命題。本研究結果發現: 1、 台灣連鎖藥局之關鍵成功因素在財務運作面有(1)有效降低庫存成本(2)規劃良善的庫存管理系統(3)針對銷售進行毛利分析,在學習成長面要掌握(1)提供新加盟店主完整之教育訓練(2)提供新進入成員完善之教育訓練(3)市場等系統)(2)有效收集産品情報(3)有效運用收集市場情報(4)有完整的物流管理機制與系統(5)能選定合適的店址和商圈,此外在顧客經營面上要能(1)有誠意解決顧客問題(2)具備專業素養(3)提供高品質的産品(4)有效、完整提供顧客需要之産品。 2、 當企業掌握關鍵成功因素,對於公司經營績效有關聯性,尤其在家數成長率與營業額成長率有顯著差異。本研究企業越能掌握關鍵成功因素將能在經營效上表現越好。而企業掌握財務運作面之關鍵成功因素對經營績效之影響較掌握學習成長面、顧客經營面與組織程序面來得顯著,因此企業要獲取更好的經營績效可以加強在財務運作面的表現。 3、 企業採行不同成長策略對於經營績效表現有所影響,當連鎖藥局在用直營成長策略時在營業額成長率與家數成長率上表現較採行加盟成長策略之連鎖藥局有較好的表現。 4、 連鎖藥局採用不從成長策略與企業掌握產業關鍵成功因素有關聯,本研究發現,當連鎖藥局採用直營成長策略時,公司掌握財務運作面之產業關鍵成功因素上表現較其他連鎖藥局來得好。

並列摘要


The chain pharmacy in Taiwan has had developed for 15 years. Recently, the industry faces rapid changes of business environment, such as Public Health Insurance, separation of physician’s dispensing from medical practice and so on. However under the chain pharmacy industry characteristic limit, many chain pharmacies must reform their organizations and seek the new localizations. For this reason this study want to find the key success factors and growth strategy of the chain pharmacies in Taiwan. This research uses case study method and takes the chain pharmacies in Taiwan as the research object. This study selected 5 chain pharmacies, such as YES, COSMED, Medicine-shop, JJ, and Long-Chain. These franchises have better images on management technically and professionally. The results of this study are as followings: 1. The key success factors of chain pharmacy in Taiwan can are as followings: (1) in the financial operation part should reduces the stock cost effectively ,plans good stock management system and carries on the gross profit analysis in view of the sale,(2)in the study and growth part should provides newly allies and franchises education training and owner integrity.(3) in the organization process part should effective collection product information and market information and make good use of these information. (4) in the customer management part should integrity provides the customer needs the product, has the specialized accomplishment and have the sincerity solves the customer problem. The more key success factors the chain pharmacies could master, the better performance they could obtain. 2. The chain pharmacies use different kind of growth strategies differ in performance. The chain pharmacies, which use regular chain growth strategy, could get better performance than those use franchise chain growth strategies. 3. The chain pharmacies, which use regular chain growth strategy, could master the key success factors than those use franchise chain growth strategies.

參考文獻


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