| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === With the rapid development of technology and the Internet, the consumption pattern is constantly changing. The small pharmacies must adapt or face elimination from larger entities. In recent years, the situation has been industrial restructuring. Even the chain drugstore system originally in the pharmaceutical industry has been affected by the chain of industrial mergers. In the positioning of the industry, the pharmacy belongs to the retail service industry. It needs to focus on the innovation of products and services. The customers of the retail pharmaceutical industry still need to provide services online and face-to-face communication on medication consultation and daily maintenance health information. There are solutions for these issues. In recent years, the global population has gradually aged, so many industries are targeting the elderly market and invested resources in the pharmaceutical industry. Regardless of how the environment changes, in order to get rid of the price-competitive pharmacy ecology, it is necessary to identify the superior resources that belong to the enterprise itself, and use organizational capabilities to target resources on the strategic focus. Given the four key characteristics of resource-based theory, including value, rarity, imitation, and irreplaceable exploration. (Barney, 1991; Amit and Schoemaker, 1993; Armstrong and Shimizu, 2007) The purpose of this study was to apply exploratory interviews and key success factors for quantitative methods to enhance the continued competitive advantage of the Pharmacy in the market.
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