| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 96 === A comparison of the business strategies between ad-medicine and cosmeceutical chain-pharmacy
Student：T. S. LIN Advisor：Dr. S. L. CHEN
National Chunghua University of Education
International Management Business Adminstration
ABSTRACT
With the competitive environment transformed into stinging, the pharmacy and the pharmacy management condition transforms gradually. Each chain- pharmacy system management present situation is: The Watt chain- pharmacy system withdraws from the market, and the others like Long Green, Borden which situation faced wither unceasingly with the alliance number. But the cosmeceutical chain-pharmacy "Watsons", "Cosmed", and the ad-medicine chain-pharmacy which located in middle Taiwan are grew up unceasingly in the recent years. But in Taiwan, there are few researches regarding the pharmacy. To understand the similarities ,the differences and the management strategies between cosmeceutical and ad-medicine chain-pharmacy are the motive in this research. The chain-pharmacy is the retail system. Therefore this research, it takes the way of questionnaire to collect data. And it develops the questionnaire items by the literatures of retail strategies. After I got the data of the management strategies, I used the statistical methods and the blue ocean strategy to analyze and to compare them. Understanding that the similarities and the differences between cosmeceutical and ad-medicine chain-pharmacy. Knowing that why cosmeceutical and ad-medicine chain-pharmacy could live and grow up fast.
This research takes Cosmed, Ding-Ding, Canda, Yourchance cosmeceutical chain-pharmacy and Fuluen ad-medicine chain-pharmacy in Taichung, Changhua and Nantou as objects of study. Altogether I received 51 effective questionnaires. The discovery is that have the different management strategies for total commodity categories, ad-medicine, the ratio of goods, prescription, prescription serves, light, arrangement of playbill, the indication of commodity, promotion, the staff's salary and ground rent. The conclusion as follows: The pharmacy is a special business which not only has the retail characteristic, but also has the specialized medical role. Under the limitation of medicinal laws, pharmacy operation must have the specialized pharmacist license to be able to operate. There are some reasons result that the management strategies of pharmacy similarly, they will be enter the “Red Ocean” to compete. But some pharmacies are different, they may be enter the “Blue Ocean” to avoid compete. Fuluen ad-medicine chain-pharmacy got licence to sell prescription by limitation of laws, and adopted different management strategies, for example: hire the professional pharmacist. So it led Fuluen into “Blue Ocean” and grew up fast.
Keywords: ad-medicine chain-pharmacy、cosmeceutical chain-pharmacy、
retailing management、blue ocean strategy
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