| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === The medical environment in Taiwan encounters the great change, such as the impact of medicine with internationalized, modernized retail trade in recent years. In addition, the improvement of the consumer behavior and change of the habit of consumer's level of education are stimulated the system of domestic drugstore that goes on changing the constitution and meet the new challenge.According to the value chain of the approach of drugstore and the analysis report of the market demand from Ministry of Economic Affairs, R.O.C. (2010) mention that there are about 6000 non-chain pharmacies approximately 80%. This research will survey and explore the industry of the chain drugstore and understand the motive of buying products from the chain drugstore that consumers will be choosing, and then probe into the factor of influencing consumer's motive. This research utilizes the investigation method of the questionnaire to probe into the motive factor of the consumers in the chain drugstore living in the central region. This study extracted seven major motivations for service need, care demand, professional request, promotion ask, convenience want, trust claim and word of mouth challenge. The significant various of age were found such as care demand, convenience want, trust claim and word of mouth challenge. And the different marital statuses are in service need, care demand, professional request, promotion ask, trust claim and word of mouth challenge. The various personal monthly incomes all present to service need and promotion ask.The preliminary research conclusion can be offered the reference in management of the non-chain drugstores, and the marketing tactics make accord with the consumer's characteristic.
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