中藥房業者經營現況與困境之調查暨因應策略之擬定

馬作鏹
中國醫藥大
本研究主要為了解目前中藥房業者的經營現況、經營困境，以及一般民眾對中藥房的認知與使用中藥房的情形，其次透過這些現況的了解，利用策略分析工具，為中藥房業者擬定未來的經營策略，最後並加強宣導較佳的經營方向與理念。實施方法：首先本研究將透過文獻資料的收集整理，了解從過去自今中藥房的變遷與經營狀況；其次本研究將利用文獻資料或焦點團體的方式，著手問卷的設計與問卷資料的整理分析，以了解目前中藥房業者的經營現況與困境，以及一般民眾對中藥房的認知與使用情形；接著將以上整理分析的資料結果，透過專家座談的方式利用SWOT策略分析，擬定未來中藥房的經營策略；最後透過研討會的舉行，宣導中藥房未來的經營方向與策略。預期效果：完成中藥房相關文獻資料的收集與整理；了解一般民眾對中藥房的認知與使用現況；了解中藥房業者目前的經營現況與困境；擬定未來中藥房業者突破經營困境的因應策略；協助中藥房業者了解現況與困境；促進專家與中藥房業者相互經驗的交流；提供中藥房業者可參考的未來經營策略；期望改善中藥房經營的服務品質，確保民眾使用中草藥的安全與品質。
關鍵字：中藥房,經營策略,營運狀況

Investigating operating condiations and developing competitive strategies for chinese medicine pharmacy

Ma, Tsochiang
China Medical University
This study investigates to dilemma for Chinese medicine pharmacy. We also survey general public？H？Hs cognitions about Chinese medicine, as well as their patterns of utilization of Chinese medicine pharmacy. Internal resources and external environment will be analyzed. Appropriate operating strategies will be further developed.We review associated literature to collect the information about the history and operating condition of Chinese medicine pharmacy. In additions, the current owners of Chinese medicine pharmacy, general public, and scholars will be invited to participate focus groups respectively. Questionnaires for the owners of Chinese medicine pharmacy and general public will then be developed. The collected information are analyzed by using SWOT technique. As a result, appropriate strategies for Chinese medicine pharmacy will be proposed based on four strategic methods-SO, ST, WO, and WT. Finally, univariate and multivariate statistical methods are used to describe the distri
關鍵字：chinese medicine pharmacy,competitive strategies,operating conditions