| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 95 === Along with the economic environment improvement, people pay more attention to their life quality and healthy and also the body care. Relatively, the proportion of the related disbursement of the healthy medical service for people in Taiwan is continuously increasing. 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) and the separation of dispensing practice from medical practice. The most important thing for the chain pharmacies is to realize the demand of customers and improve the service to raise the customers’ satisfaction.
The main structure of this study is seven tools for new product planning. We use questionnaire investigation to investigate the customers who have ever been to the chain pharmacies. Realizing the key factors for the customers by factors analysis. We also use the conjoint analysis to discuss the second questionnaire.
The analysis result finds that the interviewers think the chain pharmacies should improve the items such as “the pharmacist offers professional consultation service in the pharmacies”, and “combing hospital to promote the medicine special-purpose cosmetics”, and “opening in 24 hours”, and” separating different products by pattern”, and” consumer can replace product with the invoice in any chain pharmacies of the same system”.
In addition, the results also find that the main factors of the chain pharmacies are dividing into “professional performance” and “the diversity of products” and “the outlet of the chain pharmacies” and “the unique commitment”. The order of the relative importance and weight of attribute in the whole are: profession（25.54%）＞convenient service （21.76%）＞the diversity of products（20.84%）＞the unique commitment（18.08%）＞the outlet（14.79%）。
The advices of the chain pharmacies in Taiwan have five respects :(1) The employee training. (2) Combing hospital to promote the medicine special-purpose cosmetics.(3)Evaluate opening 24 hours in certain place. (4) Display the products by pattern or color. (5) Making the unique commitment.
Keywords: Chain pharmacies、Factor analysis、Conjoint analysis
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