| 摘要: | 資訊科技發展，促使人類知識與世界經濟快速成長，在其相關應用上非常廣泛，無論企業營運管理及民眾日常生活當中，都脫離不了資訊科技管理與應用。現今醫療產業對資訊科技利用從日常例行醫務管理，至醫療品質與安全管控應用上已相當普及。個案公司為從事中藥生產銷售的企業，為增加產品物流運轉效率；多年來運用條碼資訊科技於藥品上，做為產品辨識及方便倉儲物流的管理，因長期使用經驗累積與了解客戶調劑用藥安全需求，進一步開發中藥調劑檢核系統提供予客戶，期能提升醫療品質，創造顧客價值及顧客忠誠度目標努力。
由於常用中藥方劑品項多達五百種以上，部分藥品品名及外觀性狀相近，很可能造成調劑作業混淆誤用，對病患生命安全及醫療人員責任及精神上壓力。因此中藥條碼檢核系統對藥瓶標籤上條碼做掃描辨識，確保調劑藥品之正確性，以及數據連線之磅秤做藥品數量之把關，系統還能作藥品庫存進出作業管理，提供中醫藥局做核心作業之管理輔助。但此中藥調劑檢核系統應用價值，是否符合顧客之真實需求，對此系統之應用價值與相對須付出之成本是否認同，一方面市場對此系統接受度並不如開發供應者所預期，是否說明個案公司對檢核系統價值與顧客的認知產生落差。為了解此系統對客戶價值創造研究，以專業學者所提顧客價值相關理論為基礎，從設計開發暨系統建置維護工程師、行銷推廣通路人員、顧客端三方價值鏈切入探討研究，確認系統應用所產生價值，找出個案公司與顧客對此系統價值認知差距，做為系統後續改良優化參考建議。
用藥安全議題近來已有受到政府衛生部門及醫藥界相當重視，據了解現有中藥調劑檢核系統客戶，已漸由適應到依賴檢核系統運作，個案公司應趁風氣之先找出系統行銷推廣上癥結，如系統售價及售後服務方面，銷售策略方法應更佳靈活彈性，使資訊科技能發揮運用於客戶服務，創造顧客價值、提升企業競爭優勢共創雙贏局面。
關鍵字：條碼、顧客價值、調劑檢核系統、價值鏈
;The development of Information Technology (IT) is one of the contributing factors for the fast growth of human knowledge and global economy. IT has been applied widely in diverse fields, including business management and different human activities. The use of IT is found in many modern medical services, ranging from routine medical affairs administration to medical quality and safety control. In this case study, a system developed by a company in manufacturing and sales of Chinese medicines is investigated. In order to increase the efficiency of its logistics system, the company uses barcode IT on its pharmaceutical products to facilitate identification, warehousing and logistics operations. The company develops the Electric Barcode Check System on the basis of their experiences and customer’s requirements for the purposes of increasing pharmaceutical quality, creating additional values for customers and maintaining customer’s loyalty.
Because the number of the frequently used Chinese medicine items are more than 500, and some of their names, appearances or natures may be similar, making mistakes in the pharmaceutical operations is likely, which, in turn, may risk the patient’s life, leading to heavy burdens for the medical personnel. Therefore, the Electric Barcode Check System is used to scan the barcodes on the labels affixed on the pharmaceutical products to ensure correct operations. A digital scale is used and connected to the system to measure the weights of pharmaceutical products. The system can also perform inventory control to assist the management of core operations of Chinese medicine drugstores. However, does the Electric Barcode Check System satisfy the requirements of the customers? Are the value of the system and the required costs for its installation and operation acceptable? The system has not been well accepted after its launch. Then, is there any perceptual gap between the company investigated and its customers? In order to know whether the system creates added values for the customers, a series of researches are conducted on the basis of theories related to customer values, and the value chain connecting the system engineers, salesmen and customers is investigated. The purpose of the case study is to verify the added values created by the system and identify the perceptual gap between the company investigated and their customers for the value of the system, so to provide recommendation for optimizing the system.
The pharmaceutical safety is one of the major concerns for health authorities and medical sectors. It is found the customers will increase their reliance on the Electric Barcode Check System after a period of adaption. The company in the case study should find out the obstacles for their sales of the system, such as the prices and after services. The marketing strategy should be flexible, making good use of IT on the customer services to create additional values and competition advantages for the customers for win-win results.
Keywords: Barcode; Customer Value; Electric Barcode Check System; Value Chain. |
