分析保健食品在台灣藥局通路的消費者行為模型

Abstract

台灣保健食品市場初期誕生於食品加工產業，隨著醫藥產業的進步，縱使在國際競爭力方面台灣還有許多成長的空間，但產業在政策法略發展下，共同突破了許多國際困境，並且與許多國家開始進行策略聯盟，精深研發動能與通路布局。本研究採用個案研究法分析，從產業中研討產業沿革與未來發展的困境與方向，並延伸討論藥局通路的策略布局、人才培育與消費者結構，最後於個案中以藥局通路的情境，研討消費者在藥局通路購買保健食品的價值主張圖，進行價值適配，研討藥局通路在保健食品消費者的發展策略。 保健食品具有進入門檻低、競爭力強、產業細分化等特性，產業成長與品牌經營、通路布局、原料成本控制、醫藥知識普及性等相關。台灣市場發展至今，在滿足基本生存需求後，台灣民眾在集體意識上進入健康生活的追求，而保健食品逐漸成為健康消費主流，再加上全球疫情爆發後，對健康重視的需求來到近五年高峰，於網路的討論聲量在2020年12月比1月上漲12倍之多。 關於保健食品在藥局通路的布局建議，除了產品本身的品質外，保健食品產業(簡稱保健業)應該要回到消費者需求為策略核心，才能讓台灣整體產業逐漸在國際上有立足之地，運用具有專業性且消費者的需求強烈的藥局通路收集多變的消費市場，上、中游產業能在消費者經營方面更加精準。雖然以不同的模式，保健業和藥局通路都能收集到消費者資訊，建立保健食品的消費者肖像圖，但保健業無法難以直接接觸並收集消費者資訊與使用者經驗的回饋，而藥局通路難以清楚定位產品的主要客群。本研究希望能找出保健業與藥局通路的合作關鍵因素，共同經營消費者市場，增加產業的國際競爭力。

Taiwan's Nutritional Supplement Market was born in the food processing industry. With the progress of the pharmaceutical industry, the industry has broken through many international difficulties under the development of policies and laws. Many countries have started strategic alliances to intensify R&D kinetic energy and channel layout. This research adopts the case study method to analyze the industry evolution and future development dilemma and direction, and extends to discuss the strategic layout, talent cultivation and consumer structure of the pharmacy channel. Finally, in the case of the pharmacy channel, Study the value proposition map of consumers buying health food through the pharmacy channel, carry out value adaptation, and study the development strategy of the pharmacy channel for health food consumers. Nutritional Supplement has the characteristics of low entry barriers, strong competitiveness, and industry segmentation. The growth of the industry is related to brand management, channel layout, raw material cost control, and the popularity of medical knowledge. The Taiwan market has developed so far. After meeting the basic survival needs, Taiwanese people have entered the pursuit of a healthy life in terms of collective consciousness, and health food has gradually become the mainstream of healthy consumption. Coupled with the outbreak of the global epidemic, the demand for health attention has reached nearly five. At the peak of the year, the volume of discussions on the Internet increased by as much as 12 times in December 2020 compared to January. Regarding the layout of Nutritional Supplement in the pharmacy channel, in addition to the quality of the product itself, the health food industry return to consumer demand as the strategic core, so that Taiwan's overall industry can gradually gain a foothold in the world , using the professional pharmacy channel with strong consumer demand to collect the changeable consumer market, the upstream and midstream industries can be more precise in consumer management. Although the health care industry and pharmacy channels can collect consumer information and build consumer portraits of health food in different modes, the health care industry cannot directly contact and collect feedback on consumer information and user experience. It is difficult for the bureau channel to clearly locate the main customer group of the product. This research hopes to find out the key factors of cooperation between the health care industry and the pharmacy channel, jointly manage the consumer market, and increase the international competitiveness of the industry.