聯合國人口基金會(UNFPA) 於 2013 指出,21 世紀最重要的趨 勢之一就是人口老化。台灣也隨著社會進步、醫藥發達,出生率及死 亡率逐年降低,老年人口的比例也大幅增加,進入高齡化社會,人口 老化的問題更是值得重視,高齡社會的醫療服務也受到極大關注;除 了過去傳統的面對面實體藥局服務,因應數位化時代,也發展出以線 上到線下的 O2O (Online to Offline)商業模式,將實體藥局與電子商務 做結合,透過網路無遠弗屆的力量尋找高齡消費者,再藉由行銷活動 或購買行為將高齡消費者帶至實體藥局。在醫療業與科技業的界線越 來越模糊情況下,連鎖藥局的競爭也日益激烈,因此以高齡消費者為 主體的 O2O 商業模式之研究,則是當前連鎖藥局轉型與擴充的機會。 本研究擬以個案藥局為例,分析其商業模式及經營策略,􏰀出在 迎向高齡化社會,個案藥局應如何透過線上行銷及線上購買進而帶動 線下經營和線下消費,並歸納出連鎖藥局產業在 O2O (Online to Offline)之創新商業模式如下: 1.發展熟齡生活支援站,經營客戶關係,􏰀高黏著度。 2.建立銀髮生活照顧資料庫,為照顧者及銀髮者解決生活障礙。 3.透過交流互動聚集平台流量並加強曝光度,進而􏰀高成交。 4.分析醫療大數據,讓醫療服務突破地域限制。 / United Nations Population Fund (UNFPA) publicly reported in 2013, one of the most important trends in 21st century is population aging. With developments of society and medicines in Taiwan, both of birth and death rates are declining year by year. The elderly population’s rapid size increase turns Taiwan into an aged society; therefore, the issues of aging population and medical service for aged population are worth our attention. Besides traditional face-to-face service in physical pharmacy, O2O (Online to Offline) business model is emerged for dealing with digital generation. The combination of physical pharmacy and boundless network E-commerce makes it easily to reach aged consumers everywhere, the assistance of E-marketing and purchasing behavior would be a stimulation to impel aged consumers to visit physical pharmacy. The boundary between medical and technology industries is getting blurred so the chain pharmacy industry is getting highly competitive nowadays. Base on aforementioned factors, the study of aged-consumers-targeted O2O business model will be an opportunity which can drive chain pharmacies to do enterprise transformation and expansion. This research takes certain chain pharmacy as an example and analyzes this pharmacy’s business model and competitive strategies, and discusses how to attract aged consumers to do offline purchase behavior through stimulation from online marketing and online purchase behavior. Furthermore, this research also explores O2O (Online to Offline) feasible strategies which can create customer value for enhancing the overall competitive advantages. The purposes of this research are listed below: 1. Enhancing offline stores to be community health centers, which can provide health counseling, for strengthening customer relationship and stickiness of store. 2. Establishing Q&A database to help caregivers and senior citizens get free and correct health answers and tips from existing paramedic-reviewed content. 3. By interacting with customers to increase the flow of online platform, visibility and turnover. 4. Analyzing medical big data to break territorial restrictions of medical service. Keywords:O2O, Aging Society, Chain Pharmacy

台灣連鎖藥通路已逐漸轉型為複合式藥局，除了購買處方藥以外，現今藥局銷售商品種類眾多且逐漸成為社區商店之型態，讓民眾一次性購足藥品、化妝品、食品及生活日用品等。顧客於門市消費後累積了大筆的顧客會員銷售資料，本研究結合大數據資料採礦之技術，應用在顧客購買行為與行銷策略之間的相應關係，並藉此了解顧客在藥局通路的消費型態，進而衍生出符合顧客需求的行銷組合方案。 本研究藉由台灣某家連鎖藥局的銷售時點情報系統(POINT OF SALE, POS)資料分析顧客會員之購買行為，依據會員之購買日期、購買品項、購買金額等，應用資料採礦分析方法，先利用RFM模型分析顧客價值群的特性概況，再利用APRIORI演算法針對該連鎖藥局的八大類別商品銷售資料探討顧客會員購買產品的關聯規則，依照結果衍生出不同的商品銷售組合，並在門市執行有效的行銷策略以提升營業額。最後，依據研究結果對該家連鎖藥局提供銷售的策略及建議，作為該連鎖藥局業者後續經營之參考。 / The development of the domestic pharmacies in Taiwan has influenced by the government policy and logistics. Gradually, the traditional pharmacy had been replaced by the chain pharmacies to face the demands of products variety, customized and the consumer information. The members' purchase behaviors were analyzed in this study through the Point of Sale(POS) data from chain pharmacy headquarters. The purchase behaviors of the pharmacy members were analyzed based on purchase date, purchase item, amount of purchase etc. First, data regarding customer purchasing records are collected and widely known RFM model is used to evaluate the value for each customer. Second, an association rule mining tool, the Apriori algorithm, is used to analyze the relationship between customer purchasing records and products, to obtain hidden and useful purchasing rules for each product category. The association rules obtained can help the decision managers plan their new cross-selling strategies for products in future.