連鎖通路銷售地點對產品銷售量的影響 —以S醫療器材連鎖公司為例

Abstract

近年來台灣的連鎖銷售通路經營模式蓬勃發展，由餐飲業連鎖、零售業連鎖，而醫療用品零售產業，也逐漸由傳統的個體經營模式發展至以品牌連鎖方式的經營。 以醫療器材產業內的醫療用品零售，主要販賣的項目有醫療輔具、醫療消耗性用品為主。國內醫療輔具產業鏈主要分為製造、批發、零售通路。而以醫療輔具批發業者來說，由於國內並沒有針對醫療輔具業的批發業者有相關的法規限制，因此進入門檻較低。而零售通路目前發展趨勢，由連鎖品牌模式逐漸取代傳統獨立經營的醫療器材店。因此本研究主要是，以台灣目前最大的醫療輔具批發業者對台灣最大的醫療器材連鎖通路的銷售資料為研究樣本，針對特定的銷售品項，主要探討，連鎖通路的店面地點，對銷售品項的數量之影響。 研究發現：產品涉入性、醫院等級對產品總銷售量有顯著差異、產品涉入性高低與醫院型態對總銷售量有交互作用、店面設置與醫院型態對總銷售量有交互作用、產品涉入、店面設置、醫院型態有交互作用。

In recent years, the franchise marketing channels are booming and have become the main stream in Taiwan retailing industry as the most successful business model. The adoption of this business model is from catering industry, retailing and medical supplies retailing industry, the way of business has gradually developed from the traditional individual business model to an approach to branding franchise business model. Medical supplies retailing industry mainly sells medical assistive Devices, medical consumption aids. In Taiwan the medical assistive devices industry mainly divides into manufacture, wholesalers and retailing channels. For instance, there is no specific relevant regulatory restrictions on wholesalers of medical supplies industry, therefore the threshold to entry to the industry is low.The trend of retail industry development, the franchise branding model are gradually replacing the traditional independently medical equipment stores. Therefore, the data of this study is based on the sales record of one of the main medical supplies wholesalers to the Taiwan's largest medical supplies franchise chain stores, It is to study how the location of stores have effects on the quantity of their sales item The study results show that The results of this study found that : 1. Product involvement and the hostel levels have effects on the sales quantity; involvement and hospital level have interaction on the sales quantity; location and hospital level have interaction on the sales quantity, and overall, involvement, hospital levels and store location have interaction on the sales quantity as well. Keywords : location choice, hospital levels, location, convenience, involvement, Center place.