The top trend prophet, Naisbitt (1990), mentioned that the increasing and expanding numbers of chain alliance stores will transform the future society, and thus service industry is going to be the mainstream in economic society. ¡§Convenience¡¨ and ¡§Quality¡¨ are two points for consumers¡¦ tendencies. The franchise brand (chain alliance) is the most successful marketing conception ever in the history, and it would even become the dominating business models in 21st century.
To cope with the coming era of Self-Prevetion and Self-Medication, the local cosmeceutical access stimulates the OTC (OTC Over-the-counter) growth in the market, which leads the cosmeceutical stores gradually toward the professional position. Moreover, under the impact of the modernized marketing channel, traditional drugstores have headed for OTC, compounding, and big-scale tendencies. Analyzing the total drugstores numbers from 1995 to 2005, the figure has reduced from 13,000 to 7,000. The keen competition of the cosmeceutical stores can be seen by this. The cosmeceutical staff is mostly come from apothecary. How chain cosmeceutical industry clutch the ¡§right business direction¡¨ has always been the sensitive issue to break through. When considering several factors, like profit business, competitor challenges, and consumers¡¦ tendencies, how the chain cosmeceutical merchants seize their dominating core abilities (key successful factors) is the main purpose of this study.
This study takes chain cosmeceutical as study target. At the first stage, 258 selected storekeepers are invited to fill out the expert questionnaires to make the analysis of the eight measurement structures and 63 business elements (evaluation standards), and then extract seven structures and 35 related the key successful factors of related chain cosmeceutical business management. At the second stage, 15 renowned managers of chain cosmeceutical are asked to finish the expert questionnaires to explore the importance and the priority of these key successful factors by using AHP.
The AHP study structure validation result shown that, no matter what the business forms are, the co-recognized most significant business factor in measurement target is the ¡§business faith and scale economy¡¨ --- the credit values of head quarter (brand images), and the next is the ¡§relationship between business planning and supply merchants¡¨ --- the renovation of business contents.
In the 35 evaluation index of the third level of AHP study structure, the most significant index is ¡§renovate the business faith, and design the service process fitting customers¡¦ requirement,¡¨ and the next are ¡§the head quarter¡¦s abilities of purchasing, bargaining, and supplying, the pharmacist councils and the products descriptions, the system of bringing new fashionable products, the head quarter¡¦s education training and supporting abilities, the head quarter¡¦s credit values (brand images), and the selection of store location and region.¡¨ In other words, the corporations would establish the dominating credit values (brand images) through customers¡¦ identification and set up the appearance position by continually renovating business faith. The next is head quarter¡¦s abilities of purchasing, bargaining, and supplying, designation of the service process fitting customers¡¦ requirement, and head quarter¡¦s education training and supporting abilities. And finally measure the service quarantine and reliability and the pharmacist councils and the products descriptions. The relatively low stresses are storekeeper¡¦s ability of communication, the head quarter¡¦s electronic degree, professional staff training system, unique corporation culture, and the issuance of VIP card and member card.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0704107-224722 |
| Date | 04 July 2007 |
| Creators | Huang, MAO-CHING |
| Contributors | Dr. Chin-Tarn Lee, Dr. Pei-how Huang, Dr. Kuang S. Yeh |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0704107-224722 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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