鍾國彪蘇喜臺灣大學：郭佩雯Kuo, Pei-WenPei-WenKuo2007-11-282018-06-292007-11-282018-06-292004http://ntur.lib.ntu.edu.tw//handle/246246/60077　　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。　　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.內文目錄 誌謝......................................................i 摘要.....................................................ii Abstract.................................................iv 第一章　緒論..............................................1 第一節　研究背景..........................................1 第二節　研究動機..........................................3 一、台灣連鎖藥局經營變革..................................3 二、台灣連鎖藥局關鍵成功因素扮演重要角色..................4 第三節　研究目的..........................................4 第二章　文獻探討..........................................5 第一節　連鎖與加盟相關文獻探討............................5 一、連鎖的定義............................................5 二、加盟的定義............................................6 三、連鎖體系的經營型態....................................6 四、加盟連鎖的原因.......................................12 五、小結.................................................20 第二節　台灣連鎖藥局產業相關文獻探討.....................21 一、連鎖藥局的定義.......................................21 二、連鎖藥局成立背景.....................................21 三、藥局產業總體環境分析.................................22 四、台灣連鎖藥局歷史沿革.................................27 五、台灣連鎖藥局經營現況.................................31 六、台灣連鎖藥局發展挑戰與困境...........................32 七、國內連鎖藥局經營之相關實証研究.......................34 八、小結.................................................37 第三節　策略理論與連鎖藥局產業關鍵成功因素相關文獻探討...38 一、策略理論.............................................38 二、關鍵成功因素.........................................40 三、成功之定義與標準.....................................58 四、台灣連鎖關鍵成功因素的實證研究.......................61 五、小結.................................................62 第四節　分析層級程序法之相關文獻探討.....................63 一、分析層級程序法之來源.................................63 二、分析層級程序法之目的與假設...........................63 三、分析層級程序法之應用範圍.............................64 四、分析層級程序法的層級與要素...........................65 五、分析層級程序法的評估尺度.............................66 六、分析層級程序法之群體評估整合.........................67 七、分析層級程序法之分析程序.............................67 八、連鎖體系分析層級程序法之相關研究.....................71 九、小結.................................................71 第三章　研究方法與材料...................................72 第一節　研究設計.........................................72 一、研究架構.............................................72 二、研究對象.............................................73 第二節　研究工具與材料...................................73 一、問卷內容.............................................73 二、問卷設計.............................................74 三、問卷效度.............................................77 第三節　資料分析.........................................78 一、描述性統計...........................................78 二、分析層級程序法分析...................................78 第四章　研究結果與討論...................................79 第一節　問卷基本資料描述性統計分析.......................79 第二節　連鎖藥局全體因素之評析...........................82 一、連鎖藥局全體第二層因素之評析.........................82 二、連鎖藥局全體第三層因素之評析.........................83 三、連鎖藥局全體業者因素整體評估分析結果.................86 第三節、連鎖藥局體系因素之評析...........................87 一、藥局體系－A體系因素之評析............................87 二、藥局體系－B體系因素之評析............................91 第四節　經營型態因素之評析...............................94 一、直營經營型態因素之評析...............................94 二、加盟經營型態因素之評析...............................98 第五節、平均月獲利因素之評析............................102 一、高平均月獲利因素之評析..............................102 二、低平均月獲利因素之評析..............................106 第六節　關鍵成功因素分析................................110 一、藥局全體成功因素之確認..............................110 二、藥局體系成功因素之確認與比較與討論..................111 二、經營型態成功因素比較與討論..........................115 三、平均月獲利之成功因素分析與討論......................118 四、連鎖藥局整體成功因素之比較與討論....................120 五、關鍵成功因素的選取..................................122 第七節　研究限制........................................127 第五章　結論與建議......................................129 第一節　研究結論........................................129 一、連鎖藥局關鍵成功因素之歸結..........................129 二、不同連鎖藥局體系對關鍵成功因素之認知異同............129 三、不同經營型態對關鍵成功因素之認知異同................129 四、成功與失敗藥局對關鍵成功因素之認知異同..............130 第二節　研究貢獻........................................130 第三節　實務經營之建議..................................131 一、對連鎖藥局的策略應用................................131 二、對連鎖藥局總部的策略應用............................132 第四節　後續研究建議....................................134 中文參考文獻............................................136 英文參考文獻............................................139 附件一：本研究問卷.......................................Θen-US連鎖藥局分析層級程序法關鍵成功因素Chain PharmacyAnalytic Hierarchy ProcessKey Successful Factor[SDGs]SDG3thesis