| Summary: | 碩士 === 美和科技大學 === 經營管理研究所 === 99 === People's health consciousness and consumer habits changed in 2010, preliminary estimates suggest that Taiwan's output of pharmacy for over hundred billion dollars. Not only by domestic and foreign business concerns, the industry also led to an unprecedented commercial war. The development of pharmacy pharmacy evolved from the traditional to the present compound pharmacies, customer base, product mix has become more broad.
With the evolution of the social environment, low birth rate to demographic trend towards aging, all walks of life have changed their marketing strategy, is to attract the elderly, seniors' eyes, silver hair industry is flourishing, as the mall tomorrow Star. "mature generation" refers to the 55-year-old to 64 years age group in the elderly, the age group of consumers of their spending power is the highest group.
For the above direction, this study will collect data using depth interviews, trying to understand the compound pharmacy for the "mature years from generation to generation," consumers the best combination of marketing strategies, look forward to helping compound pharmacy operators about the "mature years from generation to generation", so that drug Bureau of industry to enhance marketing performance.
The research interviews, the basis of the marketing mix strategy 7P, summarized for the generation of mature consumers in the most appropriate marketing strategies, research findings will provide the operator as a transformation of pharmacy reference, in order to increase the competitiveness of enterprises.
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