再創高峰:台灣連鎖藥局廠商之經營發展策略分析: 以大樹藥局為例

Abstract

本研究旨在探討台灣連鎖藥局產業於人口結構變遷、產業整併潮流及市場環境快速變化下之經營發展策略，並以連鎖藥局龍頭企業大樹藥局為研究個案。大樹藥局近十年積極拓展事業版圖，透過擴張門市規模、多元產品組合及策略聯盟，成功鞏固市場領先地位。本研究透過個案分析法，首先針對台灣連鎖藥局產業的整體環境、競爭態勢及主要競爭對手進行分析，運用五力分析模型，辨識產業關鍵成功因素與競爭結構；其次，以資源基礎理論探討大樹藥局之核心資源能力及策略活動系統；進一步以BCG矩陣分析其各主要事業組合，釐清產品與市場策略布局之優劣勢。最終，本研究總結大樹藥局的成長策略與競爭優勢，並提出未來經營發展建議。 研究結果顯示，大樹藥局主要競爭優勢在於完善的門市網絡及強大的品牌價值，透過深化社區門市與數位轉型，提升顧客忠誠度與品牌認同。保健藥品事業因差異化及自有品牌策略，具高成長潛力，屬明星事業；嬰幼兒奶粉紙尿褲事業則透過高價產品與品牌效應，維持穩定現金流，為金牛事業。醫療器材與健保處方藥品則受市場競爭激烈與法規限制，屬問題事業，未來需策略聯盟及成本優化提升競爭力。 據此，本研究提出三大策略建議：首先，加速社區門市展店進程，透過內部藥師加盟與收購在地藥局，深化區域滲透；其次，保健藥品與嬰幼兒用品應強化與醫學機構合作及引進高端國際品牌，建立差異化競爭優勢；最後，強化會員經營與數位轉型，整合全通路互動模式，並推進異業合作與業務延伸，拓展健康照護市場機會。

This study explores the business development strategies of Taiwan’s chain pharmacy industry in the context of demographic changes, industry consolidation trends, and rapidly evolving market conditions. Great Tree Pharmacy, a leading chain pharmacy enterprise in Taiwan, is selected as the focal case for analysis. Over the past decade, Great Tree has significantly expanded its operations through aggressive store openings, diversified product portfolios, and strategic alliances, thereby solidifying its market leadership. This research adopts a case study approach and begins by examining the overall environment, competitive landscape, and key competitors in the industry. Porter’s Five Forces framework is employed to identify critical success factors and the competitive structure. Subsequently, the Resource-Based View (RBV) is utilized to analyze Great Tree’s core resources and strategic activity systems. Furthermore, the BCG matrix is applied to evaluate the strategic positioning and strengths of the company’s major business segments. The study concludes by summarizing Great Tree’s growth strategies and competitive advantages, while offering recommendations for future strategic development. The findings reveal that Great Tree Pharmacy’s primary competitive strengths lie in its extensive store network and strong brand equity. By deepening its presence in community-based locations and advancing digital transformation, the company has enhanced customer loyalty and brand recognition. The health supplement segment, characterized by product differentiation and private labels, exhibits high growth potential and is classified as a “Star” business. The infant formula and diaper segment, despite being affected by declining birth rates, maintains steady cash flow through high-value products and strong brand appeal, fitting the profile of a “Cash Cow.” In contrast, the medical device and NHI prescription drug segments face intense market competition and regulatory constraints, rendering them “Question Marks” that require strategic alliances and cost optimization to improve competitiveness. Accordingly, the study proposes three strategic recommendations: first, accelerate the expansion of community-based outlets by encouraging internal pharmacist franchising and acquiring local pharmacies to deepen regional penetration; second, enhance product differentiation in health supplements and infant care segments through collaborations with medical institutions and the introduction of premium international brands; third, strengthen customer relationship management and digital integration to establish a data-driven competitive advantage, while expanding cross-industry partnerships and service boundaries to seize emerging opportunities in healthcare services.