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    Title: 潛銷行為研究--以台灣地區藥局UTC產品為例
    The research of niche marketing-- a practical study of the UTC products of pharmacy channel in Taiwan
    Authors: 黃勝利
    Huang, Sheng Li
    Contributors: 陳建維
    黃勝利
    Huang, Sheng Li
    Keywords: 潛銷
    UTC
    藥局
    行銷
    利基
    Date: 2011
    Issue Date: 2012-10-30 10:59:37 (UTC+8)
    Abstract: 台灣製藥生技產業,長期面臨市場規模太小,全民健保藥價調降,以及國際大廠的競爭壓力。本研究以供應商對藥局零售商(B to B)的角度深入探討製藥生技產業外在環境及供應商內部條件,分析藥局潛銷行為與相關文獻理論關係,並以現代化藥局中佔營業額比例最高的嬰幼兒營養品市場為例,分析藥局潛銷行為特性及市場運作模式。
      本研究歸納出潛銷行為的八項特性,分別為特有性、客製化商品、通路導向、人員銷售、高毛利率、長期關係、市場規模小、商品流動管理。這八項特性符合文獻中行銷組合(4Ps)、STP、關係行銷、競爭行為等相關理論根據。
    本研究提出台灣製藥生技產業的W型雙微笑曲線模型,作為產業發展的方向,建議避開新藥研發及代工生產等高風險及低附加價值的曲線底部,以曲隔及利基發展品牌,以及與通路結合。台灣藥局潛銷行為符合中小型供應商作為發展利基及區隔市場的重要策略方向。經由產業環境分析,保健食品及化妝品是台灣醫藥生技產業目前最大也是未來最具潛力的次產業。
      本研究結論顯示,最佳的藥局潛銷模式,必須符合行銷組合(4Ps)、PUSH & PULL策略、品牌策略、顧客關係管理及研發創新五大項策略組合,配合改善潛銷基本結構、流貨競價及網路銷售,以及市場競爭問題。本研究也發現,成功的潛銷行為最後會產生『策略轉換點』而面臨挑戰,潛銷行為應該要維持一定規模的市場,以保持區隔及利基的優勢。
    Reference: 一、【中文部份】
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    99932106
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099932106
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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