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| 題名: | 以8十事業模式框架分析藥妝店之事業模式創新─以個案公司為例 |
| 作者: | 葉竹豈;kai, yeh chu |
| 貢獻者: | 高階主管企管碩士班 |
| 關鍵詞: | 慢性病連續處方;流通業;醫藥分業;8十事業模式;電子商務;實體通路;事業模式創新;Chronic Prescription;Logistics, Separation of Drug Prescribing and Medication;8-Cross Business Model;E-commerce;Physical channel;Business Model Innovation |
| 日期: | 2017-06-12 |
| 上傳時間: | 2017-10-27 13:53:37 (UTC+8) |
| 出版者: | 國立中央大學 |
| 摘要: | 零售市場在發展上，藥品及化妝品零售產業有相對高的成長率，西元2016年突破1,900億元。生技產品的發展，促使藥妝市場業績蓬勃發展，網際網路的發展，使得便利購物造成藥妝市場進入白熱化，競爭激烈，加上慢性病開立連續處方箋開立率逐年增加，藥局實施醫藥分業，更多民眾往複合式藥妝店取慢性處方簽藥品，造成電子公司、物流公司、超市等財團看到了龐大的人潮湧進藥妝店，顧而積極投入藥妝產業的經營，大量財團皆相繼入主藥妝產業，各自擁有或進入一個具規模的藥妝通路，本土藥妝也得找出生存模式，於是開始尋求投顧資金進入企業，爭取上市櫃才能獲得足夠資金的挹注。
從長遠看，多數與健康、美麗等相關議題的產品引進藥局，未來是一種趨勢。透過相關專業人員提供顧客專業的諮詢服務，能幫助民眾更確認自己的需求，及最可能可以找到解決的方法，這些客製化的服務，會受到現代民眾的青睞，是形成藥妝店發展的一個首要原因。隨著時間及市場情勢變化，也造成了藥妝業態的一種演進，漸漸的由傳統藥局，演進到複合式連鎖藥妝的業態。隨著流通業市場結構不斷的改變，直至西元2016年藥妝店持續成長已超過10,000店以上。
隨著零售市場變化，台灣傳統藥局近幾年來在面臨資訊化、全球化趨勢下，無不卯足全力來維持企業的永續經營。除了面臨本土財團連鎖藥局與外商連鎖藥局激烈競爭蠶食的局面，亦面臨各種同、異業間的新競爭壓力，地區性連鎖藥局等同業間的白熱化競爭，以及異業間的惡性競爭等等，對藥局產業無疑是雪上加霜。更面臨醫療環境的重大變革，再加上健保給付，民眾毋須額外付費取藥，導致傳統藥局生存空間受到壓迫。因此使得國內傳統藥局被迫紛紛改變經營型態，以因應消費便宜化、購物便利化，以及商品少量多樣化、客製化與銷售資訊化的需求。
本研究生為本土藥妝業者，歷經台灣從尚未執行醫藥分業，至台灣順利推動醫藥分業後之藥妝業態變化。透過本研究，深入分析市場，認為應順應整體環境市場變化，推動虛實整合，又考量到現有相關法規對於部份產品別於網路市場的虛擬銷售模式諸多限制，本研究將以8十事業模式分析理論做為架構，找到虛擬電子商務與實體通路間的有效串聯，透過實體通路之實際深化，試圖為個案藥妝店找到可以整合之創新商業模式並探討其可行性。本研究發現一個連鎖藥妝店的創新事業模式應該具備下列特徵：
1. 積極擴大合作聯盟店，增加市場進貨議價能力、增加市場銷售競爭力、並降低物流及營運成本。
2. 積極擴展多種店型，利用既有資源，在現有營運成本上增加獲利及增加現金流。
3. 積極推動網店，利用電子商務系統，實行「消費經濟+行動經濟+分享經濟」，規劃制度做以客帶客進入實體門市，增加會員數及營收。
新的事業模式將有助於增加會員數量和客戶進入實體店。基於新事業模式的財務預測將增加收入和利潤。;Drugs and cosmetisc industries have higher growth rate than others in retail markets. In 2016, the market scale was greater than US$ 190 billions. The development of biotechnology has urged the industries flourishing including drugs and cosmetics. The popularity of internet and online shopping has made the drugs and cosmetics market intensely competititve. Moreover, the rate of chronic prescription drawing has been increasing year after year. Coveting the growing market size, many megacorporations enter the drugs and cosmetics business by creating their own channels. In order to confront the new challenge, the local drug stores has to look for new business models and to fund new investment opportunities through capital marekt.
In the long run, most of the products which relate to health and beautiful shall be introduced to drug stores. It will help customers identify the real requirements after the professional consulting service, and come out the solutions for customers. Customized service is the reason why drug stores are popular. The evolution of traditional drug stores is transferring to composite drug store over time. Since the logistics has changed dramatically, the number of drug stores has increased up to 10,000 Stores.
According to the trend of retail stores, traditional drug storea will make every effort to overcome the issues of informatization and globalization, for the purpose of sustainability. It’s not only the competition from the local and foreign companies, but also from the different business area. Due to health insurance payment scheme, everyone could get free drugs. This will lead the traditional drug stores into difficulty. The traditional drug stores have to change their business models to deal with the trend of cheaper price, more convenient shopping and small-volume, large-variety of products.
The author of this study is an owner of a retail chain store of drugs and cosmetics and has experienced the change from un-separation to separation of medication and drug prescribing. By using the framework of the 8-cross business model, this study tries to find an effective business model of connecting the E-commerce and physical channel. This study find that a new business model of a retail chain of drugs and comestics should possess the following charicteristics:
(1) The model should deeply cooperate with affiliate to enhance the bargaining power of purchases, strengthen the resource capability, and lower the logistic and operation cost.
(2) The model should quickly introduce new varieties stores for increasing the profits and cash flow.
(3) The model should promote the business with the e-commerce system on internet to capitalize the consumer economy, mobile economy and share economy.
The new business model will help increase the number of membership and customer’s entry into physical stores. The financial forecast based on the new business model will increase both the revenues and profits. |
| 顯示於類別: | [高階主管企管（EMBA）碩士班] 博碩士論文
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