臺灣目前有接近8,000家的藥局、藥妝通路，競爭非常激烈。而目前也正處於數位時代，民眾的消費行為已經逐漸改變，在加上臺灣逐漸邁入高齡化的社會，面臨這樣的環境改變浪潮，藥局藥妝通路勢必需要逐步轉變經營模式，才可以永續發展。根據本研究調查，50歲以上的熟齡至高齡的消費者，有77%都有上網的習慣，而關於在藥局藥妝通路的消費需求，以保健食品、藥品、日常百貨為主，選擇商品實，則首重品質，再者為功能、成分材質、售後服務、價格，最後才是品牌。在資訊需求上，則在意商品使用方式、衛教諮詢、藥品諮詢等。當熟齡族群有這樣的消費樣貌及數位使用習慣，而藥局藥妝通路也有包含官方網站、臉書粉絲團、LINE官方帳號、APP等自己的數位自媒體，數位策略的制定及數位工具應用上，應該更朝向消費者導向，呼應熟齡消費者需求，與之互動，強化服務，藥局藥妝通路的經營才能在競爭激烈的數位時代下脫穎而出。

隨著大者恆大的營運觀念，很多企業邁向連鎖體系，藥妝業亦是。根據MBA智庫百科(2015)指出，現代企業比任何時候都更依賴供應鏈的有效管理方能成功。而藥妝連鎖業的營運品項比任何產業都廣，其供應商更是多類與複雜，如何運用資訊化之力，尤其是日臻成熟又能快速掌握營運與競爭資訊的商業智慧，以提升供應鏈運作效能，而利於決策分析與競爭力，已是藥妝連鎖業當務之急。 有鑑於此，本研究首先針對研究主體之Y公司藥妝連鎖業營運及其供應鏈現況等進行個案研究，次而針對連鎖經營業、供應鏈及其管理、商業智慧與相關議題進行文獻探討，再者採行IDEF0與IDEF3進行Y公司供應鏈流程分析與資訊系統探討，並規劃與設計其商業智慧運作之資料倉儲的觀念模型、邏輯模型、實體模型、系統雛型及應用模型，最後綜整上述研究所得而分析與歸納個案公司供應鏈發展商業智慧重要與注意事項，其結論與建議如下： 結論方面，藥妝連鎖業供應鏈商業智慧之發展，現況是配銷缺乏統籌、供應鏈資訊化低、決策資源不足。而所需是建立基本藥品供應模式與資料倉儲，以收集大量資料發展商業智慧。而個案公司欲發展供應鏈商業智慧，需要了解產業現況與所需、掌握供應鏈商業智慧運作流程與模式、改進資料倉儲模型設計、奠立資訊化基礎、促進運作人才培養。 對Y公司的建議，可從1商業智慧發展之系統化、合理化 、標準化 、配送中心作業整合化投入，2品類管理發展之整合個案公司資訊系統，供應商和第三方資料投入，3企業整體營運面-資源配置優質化、提高市場占有率、提高市場占有率、提高競爭力、降低經營費用、引導生產領域、保護消費者權益投入。而對未來研究的建議是研究資料的增加、研究方法的改變與研究方向的拓展等。 / It becomes an important trend that firms invest to develop chain-operation. The drug & cosmetic also invest to develop chain-operation. Based on MBA encyclopedia (2015), firms much more depend on effective SCM now. And commodities of the Drug & Cosmetic are much more & complicated than any industry, they much more invest computerization to develop business-intelligence (BI) and improve SCM performance. Therefore, the study based on Y firm to explore the operation & supply-chain of the drug & cosmetic, invested to the chain-operation, SCM & BI literature review, then used IDEF0 & IDEF3 to analyze the supply-chain process & information system of Y firm, and plans concept model, logical model, physical model, system prototype & application model of Yfirm. In the end, the study obtained the following conclusion & suggestion： Conclusions: To BI development of the drug & cosmetic supply-chain: 1.distribution was lacking of integration 2.computerization level was too low 3.decision recourses was enough. Y firm wanted to develop supply-chain BI, it had to master needs of the industry and process & model of supply-chain BI, improved design of data-mining, built computerization base, invested train & education of human-recourse. Suggestions: To Y firm: 1.to develop BI system 2.to develop category management 3.to improve operation performance. To future research: 1.to add the research data 2.to change the research method 3.to expand the research direstion.

由於台灣國人所得提高，生活水準跟著日漸提高，近年來更是意識到健康對個人及家庭的重要性，因此國內健康食品與藥品市場在這幾年蓬勃地發展，特別是連鎖藥妝的普及，結合藥品、健康食品與開架式保養品、化妝品銷售，提供專業藥師諮詢服務，成為複合式的經營模式。但近年來連鎖藥妝零售業者也面臨來自外商連鎖藥妝、本土連鎖藥妝、地區性連鎖藥局等不同體系的競爭，因此藥品及化粧品零售業者普遍認同，目前經營上所面臨之困難主要為「同業競爭激烈」。 商品力為一連鎖藥妝零售業者成功的重要因素，具體展現在商品多樣性、商品獲利性、商品價格競爭力、商品獨特性…等不同的面向。目前藥品及化粧品零售業中，確實大部分的業者都有商品企劃或設計的需求，但有商品企劃或設計部門者僅為少數。利用資料採礦技術，將能在不大量增加人事費用的情況下，有效率地協助進行商品企劃或設計，進而提升連鎖藥妝零售業者的商品力。 本研究將針對資料採礦在連鎖藥妝上的應用進行探討，包含以下研究目的： 1. 利用資料採礦中之集群分析建置商品力矩陣，代表他們的屬性與價值。透過商品力矩陣釐清各商品的定位，幫助決策者優化商品組合，針對各商品執行妥善策略安排。 2. 依循集群分析後的結果，更進一步進行商品分類的關聯規則分析。幫助決策者將集群分析之成果化為實務決策之參考，優化商品組合，針對各商品執行妥善策略安排，也為關聯規則的整理帶來新的應用方式。 3. 根據上述兩模型建置之結果，對H連鎖藥妝提出具體可行之行銷策略建議。 本研究利用資料採礦中的Two-step Cluster模型建置出H連鎖藥妝中各項商品的商品力矩陣，此矩陣的兩軸分別為「個別商品的平均毛利」及「個別商品的年交易筆數」，將各種商品概略分為明星、樂透、忠狗、問號四大類商品，分別代表他們不同的屬性與價值。同時配合關聯規則分析，提出具體可行之候選規則篩選模式： 1. 樂透型商品，應用方式有兩種，將樂透型商品放在Apriori模型中的後項，找出導購向樂透型商品的潛在模式；將樂透型商品放在Apriori模型中的前項，並將後項商品作為加價購搭售促銷標的，提升購買樂透型商品的意願。 2. 忠狗型商品，應用方式也有兩種，將忠狗型商品放在Apriori模型中的前項，找出可能導購的商品標的，推出合適的加價購搭售促銷活動；另外也可以藉由觀察忠狗型商品的消費行為，進而提供適當的促銷、推薦，提高其他品項交叉銷售的可能性。 / Taiwanese living standard raised due to the income growing, which lead to recognizing the importance of health toward personal and family. As a result, the market of dietary supplements and drugs flourishing these years, especially the spread of chained drugstores, which turned into combinative store by providing professional pharmacist consultant and selling of drugs, dietary supplements, skincare products and cosmetics. The drug and cosmetic retailers generally agreed that the main difficulty is “Industry Competition” due to the competition from different systems, including foreign chained drugstores, local chained drugstores and regional chained drugstores. Commodity competitiveness is one of the key successful factors of chained drugstores, which expressed as commodity diversity, commodity profitability, commodity price competitiveness, commodity uniqueness, etc. Seldom drugstores own product planning or designing department although most drugstores have demand of product planning or designing. It could raise the commodity competitiveness of chained drugstores by applying data mining to help product planning or designing more efficiently without increasing too much labor cost. This study focus on the application of data mining on chained drugstores, including goals below: 1. Building commodity competitiveness matrix by cluster analysis, representing their features and values. Through positioning products on commodity competitiveness matrix, helping decision maker optimize product mix and execute appropriate strategy toward products. 2. Based on the results from cluster analysis, proceed association rules analysis toward product categories. Help turning the results from cluster analysis into references of actual decision, optimize product mix and execute appropriate strategy toward products. Bringing new application pattern of association rules analysis. 3. Providing actual marketing strategy suggestions to H chained drugstore based on the two models built above. This study built commodity competitiveness matrix of H chained drugstore by Two-step Cluster model, which take “average margin of individual product” and “annual transaction amounts of individual product” as two axes. Divided products into Star, Lottery, Greyfriars and Question Mark. Each of them represent different features and values. Providing practical filtering rules of candidate rules in association rules analysis: 1. Lottery Products: Placing lottery products as consequents in Apriori model, searching for the potential pattern led to buying lottery products. Placing lottery products as antecedents, which we can provide the consequents with additional purchase discount in order to raise the willing to buy lottery products. 2. Greyfriars Products: Placing Greyfriars products as antecedents, searching for potential recommendation with additional purchase discount. Providing appropriate sales and recommendation to raise the possibility of cross-selling by observing consuming behaviors of Greyfriars products.