Using a Strategic Alliance to Innovate a New Business Model for a Chain of Pharmacy Stores

• Main Authors: Tzu-Ching Kung, 龔姿菁
• Other Authors: Albert Jing-Fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/10393053836298922856

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === Facing the institutional impact of NHI and separation of dispensing practice, as well as the development of circulation and commercialization, drugstore industry is making adjustments towards pharmacy chain and facilitation. Factors such as the rapidly raging Taiwan population, rising of chronic disease and long-term care policies have made the elder being considered as a huge consumer group in future market. Pharmacies are an integral part of the entire health care industry, and community pharmacy plays an important role in guarding health. In response to seniors market, Taiwan chain drugstore industry began to pay attention and reorganize the market in order to better meet the future development and changes of senior market. Making the strategic alliance between chain pharmacies and medical well-being companies as a case, using the case study method and indirect observation, the paper focuses on the way of strategic alliance, the innovative business models and difficulty in alliance development. With the literature review, industry analysis, SWOT analysis, five forces analysis and resource-based theory, the paper tries to understand the current status of the pharmacy industry, analyze the merits of strategic alliance development, and conduct depth interviews with the secondary data collection to find out solution to the failed alliance. By doing so, the paper hopes to make a reference for practitioner and the future development of the industry. The case study found that chain pharmacies applied strategic alliances to strengthen long-term care home environment, assistive devices, auxiliary services, but blocked by too idealistic alliance, too complicated management and under-expected profit etc., which were the main conflicts that caused an imbalance of strategic alliance and led to disband. At last, the research puts forward strategic alliance proposals towards future consumer trends, suggesting strengthened customer relationship management, employee education and training, business planning, and association or suite products by using product characteristics and customer purchase records. The research also gives recommendations for operation, product and management.