中藥房銷售中草藥保健品之成功要素

Abstract

隨著經濟繁榮、生活水準的提高，保健品相關產業逐漸成為關注開發的明星產業。就目前行政院積極推動臺灣的六大新興產業中，其中以生包含了生技保健食品產業。傳統中草藥產業得到政府大力支援後，讓臺灣各產業界紛紛投入中草藥保健食品等相關聯的產業研發之後，生技公司不斷成立，相關產業的品牌更是如雨後春筍般的紛紛建立，使得市場更加蓬勃快速的發展，開啟了中草藥保健品的風潮。 本研究主要專注在找出中藥房銷售中草藥保健品之成功要素，透過文獻資料收集與專家之訪談，歸納出中藥房銷售中草藥保健品之成功要素準則之層級架構，再採用AHP層級分析法將蒐集之資訊進行研究分析，評估中藥房銷售中草藥保健品之成功要素中各準則之重要性及其所佔之權重，讓企業在面對產業之變遷及競爭下，擬定所需之策略。研究共列出四大構面，「行銷」、「產品」、「環境」、「管理」，及18項準則。而在本研究中有十一項準則「廣告」、「口碑」、「商店位置」、「促銷」、「商店設計」、「商品品質」、「關係行銷」、「商店氣氛」、「信任」、「關鍵客戶管理」、「歷史悠久」在評比上最為重要，期以本研究結果，可供後來要投入此中草藥保健品產業的廠商、業者及通路做參考，皆能有其參考意義，未來能在中草藥保健品產業皆能提升其競爭力及佔有重要地位。

With the economic take-off, the improvement of living conditions, health food related industries has become concerned about the development of the star industry. Traditional Chinese herbal medicine industry, the Government strongly support, the use of new technology to develop science and traditional Chinese Herbal medicine health foods and other related businesses. This research is to find the key factor for selling traditional Chinese Herbal medicine health foods, especially for traditional Chinese herbal stores through literature and interviews with experts, then using AHP to study the collection data. Finally structure a model with 4 groups "Marketing ", " Production ", " Environment ", " Management " , and the most important criteria of 11 items are " Advertising ", " word-of-mouth ", " store location ", " Promotion ", " store design ", "Quality ", " relationship marketing " , " store atmosphere ", " trust ", " key account management ", "historic ", " relationship marketing " this research also find the key factors for selling traditional Chinese Herbal medicine health foods by criteria weight of the goal” The key criteria of selling traditional Chinese Herbal medicine health foods, especially for traditional Chinese herbal medicine retailer.” to assist company easy to management.