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论文编号：	3509
作者编号：	2120084024
上传时间：	2011/6/19 0:46:18
中文题目：	台湾连锁药局的销售战略与方法－以MS连锁药局为例
英文题目：	Marketing strategies and methods of Taiwan Chain pharmacies—taking the MS Chain Pharmacy as an example
指导老师：	戚安邦
中文关键字：	连锁加盟；SWOT分析；经营战略
英文关键字：	Franchise；SWOT；Marketing Strategy
中文摘要：	趋势大师约翰.奈思比（John Naisbitt）说过：『连锁加盟将是有史以来最成功的营销策略』。由相关统计指出全美国的零售市场消费总额有50%是在连锁体系交易，更加证明连锁经营的魅力所在。 近年来，连锁加盟经营正以独特的商业魅力，改变了整个零售业，药局市场更是从早期单店药房经营慢慢转型成为连锁体系药局，不管是区域性的小型连锁药局或者大型的财团连锁药于，都是药局市场未来的新趋势，因此本文将介绍台湾连锁药局的加盟型态，与目前台湾连锁药局的产业概况，并就其经营战略分析成功的因素。 连锁药局经营的成功关键因素非常多，可从开店地点的选择，店面装修，药师的专业度，与产品品项，营销活动，总部的资源，品牌知名度等等，本研究选择其中三项经营战略进行研究分析，综合了学生四年的工作经验、企业经营者专访以及77家加盟药局访谈、和台湾学者的学术论文研究结果，针对连锁药局的众多经营战略中，归纳出非常重要的几点关键成功因素进行分析与探讨。 首先是人力资源管理，因为药局销售与其它零售业不同处，在于专业的培养，要认识很多产品品项与详述产品使用方法及其功效，而且还要能对症下药，因此通常是药师兼店长单独经营一家店，若要发展连锁，通常要培养很多专业的店长才可以，因此针对此部分有提出药局的人力资源管理进行分析与论述。 第二就是产品的品项管理，药局的产品品项少可以是3000种多可达数万种，因此针对这么多类的品项，如何管理进销存变成是非成重要的关键，因此也会本文也针对连锁药局产品品项管理的部分，进行分析与论述，得出结果。 第三就是连锁药局的营销策略，有人力，和产品品项管理之后，经营的营销策略就是很强大的辅助工具，如何在竞争对手当中吸引消费者首次购买，以及成为长期VIP，这部分将是连锁药局经营战略当中相当关键的成功因素，因此本文也会就该部分进行论述。 I 摘 要 II 最后本文将针对自身工作的个案MS连锁药局进行SWOT分析，整理出该连锁药局成功的经营模式战略与方法，并提出接近可实践的理论结果以供MS连锁药局或意愿想从事相关论文研究参考。
英文摘要：	The tendency Master John Naisbitt has ever said: The chain-like alliance will be the most successful marketing strategy throughout history. The related statistics pointed out that 50% of the total expense amount of the entire US's retail market was in the chain-like system transaction, which showed the charm of chain-like management further. In recent years, the chain-like alliance management was changing the entire retail trade by it’s unique commercial charm, the Medicine pharmacy market is reforms slowly from the early single- -shop pharmacy management to the chain-like system pharmacy, no matter the regional small chain-like pharmacy or the large-scale financial group chain-like medicine pharmacy, all will be the new tendency of future pharmacy market, therefore this article will introduce the alliance state of Taiwan chain-like pharmacy, and the present Taiwan chain-like pharmacy's industrial situation, and analyze the successful factor on its business strategy. There are many factors of the chain-like pharmacy management’s success, such as the choice of shop the place, the decoration of the shop, pharmacist's specialty, the product items, the marketing activities, the headquarters’ resources, and brand popularity and so on, this research chose three business strategies on the research analysis, which synthesized the students’ four-year working experience and the interviews of enterprise operators and 77 allies as well as the Taiwan academic articles’ research results, summarized several key success factors from numerous business strategies of the chain-like pharmacy for analysis and discussions. The most of all is the human resources management, because the differences between the pharmacy sale and other retail trades lies in the raising of the specialization, need us to know many product items and details the products’ application and function, moreover we should be able to take the right remedial steps to correct a shortcoming, thus ordinary, the pharmacist and shopkeeper manages a shop alone, we usually have to I Abstract II raise more specialized shopkeeper if we needs to develop the chain-like shops. Therefore, we have to analyze and discuss in view of proposing the pharmacy’s human resources management on this part. The second factor is the product items’ management, the pharmacy’s product items at least be more than 3000 kinds or may reach several thousands, therefore, in view of so many kinds of items, how to manage sell and save become the key point, so this article will also analyze and discuss in view of chain-like pharmacy’s product items’ management and obtain the results. The third factor is the chain-like pharmacy marketing strategy, the management marketing strategy is the very powerful auxiliary tool after we have the manpower and product items’ management, these parts as how to attract the consumers to purchase for the first time from the competitors, as well as becomes long-term VIP, will be the quite essential successful factor of the chain-like pharmacy business strategy, therefore, this article will also elaborate on this part. At last, this article will do the SWOT analysis aim at the special own work of MS chain-like pharmacy, reorganize the chain-like pharmacy’s successful business model strategies and methods, and proposed some results close to may practice theory to supplies the MS chain-like pharmacy or wish to be engaged in the related paper research reference.
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