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• Main Authors: Yi-Ming Wang, 王逸明
• Other Authors: Jun-ying Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/13185225817450749543

碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 93 === Abstract The unstable policies of both pubic health and payment by National Health Insurance（NHI）in Taiwan cause great difficulties in the management of clinics since the separation of dispensing practice from medical practice since 1997.In order to survival from the tough circumstance, the managers of clinics must adapt different strategies to increasing income, enlarging size of organization, or gaining the competition advantage. One of the most important strategies is the institution of clinic pharmacies by themselves or cooperating with another pharmacist. Right now the theses about the clinic pharmacies was few. But the name, so called ” doorway drugstore “, which was considered to against the spirit of the policies of separation of dispensing practice from medical practice and global budget is called by some scholars and the NHI. In order to reducing the payment for the clinic pharmacies, the NIH is planning to set up 3 criteria for further management of the “doorway drugstores”. And if the new rules come true in the future, the managers of clinic pharmacies and the owners of clinics will meet more challenges. In this study, main focus would be the 6 clinic pharmacies at Kaohsiung city and by the means of face to face interview with the managers of these drugstores in order to gathering the primary data about the motivation for selling OTC merchandise, and the situations of merchandise profile, pricing strategy, promotion activity and the situations of human resource etc. The study result revealed that there are two clinic pharmacies have no selling of OTC merchandise because of small space, lack of salesman, or worry about the conflict between the doctor and the pharmacist. The percentage of the OTC income at another four clinic pharmacies is below the level of 20%, and the reasons of difficulties for selling these products were too expensive, not famous, and lack of in job training for salesmen. Further analysis of the needs of the main consumers , whom were the patients of the clinics, of these drugstores were the treatments for their disease and the maintenance of their health. So the health food or function food will play the import roles of OTC merchandise profile. The reasons of success of selling OTC products in the clinic pharmacies were choosing proper merchandies, which were good for these patients` health or some help for control their disease, and were recommoned by the doctor, and with reasonable price. The weakness of the management of clinic pharmacies were lack of salesmen and few investment of I.T. equipments, lack of promotion activity and in job training. According the primary data from the interview with the managers of clinical pharmacies and biotech functional food suppliers, there are some important conclusions from this study：（1）clinical pharmacies now are selling some OTC merchandise and functional food（2）clinical pharmacies provide the service for the patients whom came from not only one clinic（3）the owners of the clinical pharmacies would be the physician of clinic or the pharmacist and the ownership status could be sole or partnership（4）the percentage of income from selling OTC merchandise is still low in these pharmacies（5）the managers of clinical pharmacies wish to joint chain pharmacy in the future ,but right now they are not urgent （6）the major reason of joint chain pharmacy is cost down and the clinical pharmacies managers will share the management data and use the logo of chain pharmacy, but there are tremendous disagreements between them about the franchising fee（7）clinical pharmacies had the potential of transforming to become retail channels of biotech functional food because of patients may need them to keep their health and they trust their physician and pharmacist, and the successful selling for biotech functional foods need professional explain ,which can provided by the doctor and pharmacist both are available in clinical pharmacies.