Application of product association in pharmaceutical retailing industry – a case study of Q Pharmacy

• Main Author: 韋菁蕙
• Other Authors: 鄭宇庭
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hpmwhm

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === With the improvements of modern medical techniques and the changes of social formation, resulting in both birth rate and mortality rate decrease in past few decades, which causes the overall demographic structure begins to show an aging tendency. According to Taiwan National Development Council, in 2018, Taiwan will become an aged society, and turning into hyper-aged society in 2026. The family income and expenditure report published by Directorate General of Budget, Accounting and Statistics, Executive of R.O.C in 2016 stated the expenses of family on health care perspective has increased in past two decades. The needs of health care and medical service increases as Taiwan population aging. Most of the companies in this industry made strategic moves to adapt to this trend. For instance, the renowned chained-pharmacy cooperates with the second largest convenience chain-store in Taiwan, launched multifunctional pharmacy store in order to facilitate pharmacy services and increase accessibility to customers. By gathering computerization and data mining, we are able to acquire valuable information before survival knockout in this industry happens. In this study, through the product association analysis, we study the transaction data of 93 Q pharmacy stores located in the northern, central, and southern regions, find out the association rules of the goods purchased by customers in this three regions and compare their differences, to point out localization product management and marketing recommendations The results show that there are differences in product association rules between the northern, central and southern regions, with the largest difference between northern and southern regions. According to the results of the study, the study proposed four suggestions. Firstly, the three regions shall establish of different commodity areas. Secondly, to implement differentiation of preferential activities based on the results of related analysis in different regions. Thirdly, to set up a warehouse as logistics center at central region while north-central and southern boundary areas set up a secondary warehouse. Lastly, to adjust the near entrance shelves display of goods based on the correlation study results in different regions.