連鎖藥妝店在中國市場的經營策略－以廣西南寧為例none

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Title:	連鎖藥妝店在中國市場的經營策略－以廣西南寧為例none
Authors:	賴乙霖;Yi-lin Lai
Contributors:	管理學院高階主管企管碩士班
Keywords:	SWOT 分析;經營策略;連鎖藥妝店;連鎖體系;SWOT analysis;business strategy;drug and cosmetics chain store
Date:	2010-07-02
Issue Date:	2010-12-08 15:00:35 (UTC+8)
Publisher:	國立中央大學
Abstract:	中國推動經濟改革開放政策以來，中國市場已成為全世界矚目且最具吸引力、市場潛力、及投資活力的超級經濟區，在龐大市場商機的吸引下，世界各國企業均紛紛前往投資。反觀台灣，由於市場規模限制，早期從事海外投資地區主要是以美國為主，自 1980 年代，政府開放中國大陸投資以及中國經濟於近年來的快速成長，台商企業多視中國大陸為海外主要投資市場。綜合上述研究背景，本研究以中國市場為研究市場。中國大陸對於藥品零售業原本是採行封閉型產業，由於進入 WTO 後，也逐漸朝向開放方向，在此之前少有企業進入此市場。本研究認為中國大陸市場在「連鎖妝店」乃極具發展潛力，基於此研究動機，乃以「連鎖藥妝店在中國市場的經營策略－以廣西南寧為例」為本篇論文的題目。研究目的有三：(1) 瞭解中國連鎖藥妝店的產業環境。(2) 探討個案公司－育康連鎖藥局體系的現行經營策略。(3) 發展連鎖藥妝店於中國廣西南寧的經營策略。本研究採行個案分析法，先探討「中國連鎖藥妝店產業環境的探討」與「育康連鎖藥局體系」兩者，然後，再據此發展出「連鎖藥妝店於中國廣西南寧的經營策略」；其中，本研究將運用「SWOT 分析」分析方法來發展「連鎖藥妝店於中國廣西南寧」的經營策略。據此得出以下結論： 1.中國連鎖藥妝店的產業環境：(1) 中國藥品產業發展機會無限；(2) 中國藥品市場消費力大；(3) 中國藥品零售業相關法規繁多。 2.育康連鎖藥局體系的現行經營策略：(1) 由專業團隊藥師駐店經營。(2) 提供完善的新人與在職教育訓練。(3) 鎖定「婦嬰用品」與「慢簽處方調劑」消費族群為目標顧客。(4) 提供多元化產品與服務的經營型態，滿足全家人的需求。 3.連鎖藥妝店於中國廣西南寧的經營策略：(1) 行銷策略：開架複合式「連鎖藥妝店」經營模式、依據中國大陸「物價局」的審批準則來進行、各式促銷活動。(2) 營運管理策略：成立通路與消費分析研究小組、建置市場價格調查專案小組、建構顧客資料庫、計畫性與彈性採購並行、建置物流中心、推行店面盤點機制。(3) 人力資源策略：教育訓練、用人規劃、人力能力盤點。China originally adopted a closed policy for drugs retailing. After entering WTO, China is gradually moving towards an open direction and shows a great development potential. Based on this motivation, this research focuses on the business strategy of Taiwanese drug and cosmetics chain stores to enter Guangxi Nanning, China. The research has three purposes: (1) to understand the industrial environment of drug and cosmetics chain stores in China; (2) to investigate the current business strategy of our case company, Yukon chain pharmacy system; (3) to develop the business strategy of a drug and cosmetics chain store such as Yukon to enter and operate in Nanning, Guangxi, China. This research adopts the method of case study. We explore this industry environment in China and the business strategies of Yukon chain pharmacy system in Taiwan. Then, we develop the business strategy of drug and cosmetic chain stores to operate in Nanning, Guangxi, China. We use SWOT and Five Forces analysis to develop the business strategy. Accordingly, we get the following conclusions: 1. About the industry environment of drug and cosmetics chain stores in China: (1) There is a big opportunity in the pharmaceutical industry. (2) The pharmaceutical market consumption in China, though already big, has the potential to grow much bigger. (3) There are numerous laws and regulations in pharmaceutical retailing in China. 2. About the current business strategy of Yukon chain pharmacy system: (1) It has nine outlets operated by professional teams of pharmacists. (2) It provides comprehensive education and training for newcomers and in-service personnel. (3) It regards the consumers of “Mother and Child Products” and “Chronic prescription transfers” as the target groups. (4) It provides a wide range of products and services to meet the family needs. 3. About the business strategy of drug and cosmetics chain stores in Nanning, Guangxi, China: (1) Marketing strategies: open-shelf composite drug and cosmetics chain store business model, based on the assessment criteria of Chinese Price Bureau to carry out all kinds of promotions. (2) Operational managment strategy: establishing analysis and research groups of channel and consumer, setting up a survey group of market prices, building a complete customer database, purchasing with planning and flexibility, building a logistics center, using the mechanism of store inventory. (3) Human resources strategy: effective education and training, personnel planning, and human capacity inventory.
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