本文探討了台灣西藥零售業的發展趨勢以及藥局在不同市場中的轉型與應對策略。從統計數據和歷史演變中可以看出，台灣的藥局從以往的藥品專賣走向多元化經營，涵蓋了保健食品、婦嬰用品、化妝品等領域。然而，面對少子化的趨勢和人口老化的挑戰，婦嬰用品市場已成為競爭激烈的紅海，迫使藥局尋找新的發展藍海。其中，樂齡市場成為了藥局重要的發展方向之一，隨著台灣人口高齡化的進程，樂齡人口將成為更重要的消費群體，對藥局提出了更多的需求和挑戰。因此，藥局需要針對樂齡人口的需求提供相對應的產品和服務，以滿足市場需求，並在競爭中脫穎而出。
本研究旨在探討台灣藥局在樂齡市場的發展潛力及策略。具體目的包括分析現況、探討樂齡人口需求、預測市場成長、提出發展策略、並提供政策建議，以促進醫療資源更好運用，提升醫療服務水平。
這項研究將透過收集台灣樂齡市場相關的市場資料和文獻，以瞭解其現況和趨勢。隨後，選擇一家具代表性的個案公司，分析其在樂齡市場的產品組合、市場定位等情況。最後，將對收集的資料進行分析，得出樂齡市場的特徵、趨勢以及個案公司的發展策略，並以報告或論文的形式呈現研究結果。

This study explores the development trends of Taiwan's western medicine retail industry and the transformation and coping strategies of pharmacies in different markets. From statistical data and historical evolution, it can be observed that pharmacies in Taiwan have shifted from solely selling pharmaceuticals to diversifying operations, covering areas such as health foods, maternal and infant supplies, cosmetics, and more. However, faced with the trend of declining birth rates and the challenge of an aging population, the maternal and infant supplies market has become a fiercely competitive "red ocean," forcing pharmacies to seek new development opportunities. Among them, the senior market has become one of the important development directions for pharmacies. With the aging population in Taiwan, the elderly will become an increasingly important consumer group, presenting pharmacies with more demands and challenges. Therefore, pharmacies need to provide corresponding products and services to meet the needs of the elderly population, stand out in the market competition, and seize new opportunities.
This research aims to explore the development potential and strategies of Taiwan's pharmacies in the senior market. Specific objectives include analyzing the current situation, exploring the needs of the elderly population, predicting market growth, proposing development strategies, and providing policy recommendations to promote better utilization of medical resources and enhance the level of medical services.
This study will collect relevant market data and literature on Taiwan's senior market to understand its current situation and trends. Subsequently, a representative case company will be selected for analysis of its product portfolio, market positioning, and other aspects in the senior market. Interviews will also be conducted with internal stakeholders of the case company to gain insights into its actual operations and development strategies in the senior market. Finally, the collected data will be analyzed to derive the characteristics and trends of the senior market, as well as the development strategies of the case company, presented in the form of a report or thesis.

論文審定書............................................................... i
誌謝..........................................................................ii
中文摘要.................................................................iii
Abstract...................................................................iv
目錄..........................................................................v
圖次.........................................................................vi
第一章 緒論..............................................................1
第一節 研究背景與動機..........................................1
第二節 研究目的......................................................5
第三節 研究流程......................................................5
第二章 相關文獻以及策略分析工具......................7
第一節 SWOT分析....................................................7
第二節 波特五力分析............................................10
第三節 鑽石策略模型............................................15
第四節 安索夫策略方法........................................17
第五節 文獻回顧....................................................19
第三章 研究設計....................................................20
第一節 研究方法....................................................20
第二節 個案研究法................................................20
第三節 研究架構....................................................22
第四章 研究結果....................................................23
第一節 產業現狀....................................................23
第二節 產業分析....................................................24
第三節 個案介紹....................................................25
第四節 SWOT分析..................................................26
第五節 波特五力分析............................................30
第六節 鑽石模型分析............................................33
第七節 T藥局樂齡市場環境現況統整 .................35
第八節 安索夫策略方法........................................37
第五章 結論與建議................................................40
第一節 結論............................................................40
第二節 建議............................................................41
參考文獻.................................................................42

參考文獻
1.中華民國財政部. (n.d.). 營利事業家數及銷售額統計. 財政部全球資訊網. Retrieved December 28, 2023, from https://www.mof.gov.tw/
2.中華民國內政部. (n.d.). 人口相關統計. 內政部全球資訊網-中文網. Retrieved January 1, 2024, from https://www.moi.gov.tw/Default.aspx
3.中華民國國家發展委員會. (2015, 12 28). 銀髮服務業與周邊產業發展策略.
4.農業部. (n.d.). 登記狀況查詢. 寵物登記管理資訊網. Retrieved January 2, 2024, from https://www.pet.gov.tw/
5.農業部. (n.d.). 110年度全國家犬貓數量調查結果統計表. 動物保護資訊網. Retrieved January 2, 2024, from https://animal.moa.gov.tw/
6.何維原. (2023, 6). 後疫情時代社區藥局宅配慢性病處方籤藥品之 績效分析：以臺中市 C 藥局為例. 逢 甲 大 學 商學專業碩士在職專班 碩士論文.
7.郭佩雯. (2004, 7). 連鎖藥局關鍵成功因素的探討. 國立台灣大學公共衛生學院醫療機構管理研究所碩士論文.
8.郭怡翎. (2021, 7). 以中高齡社區民眾需求觀點探索社區藥局的功能與服務. 國立成功大學醫學院老年學研究所碩士論文.
9.陳美滿. (2015, 7). 藥妝藥局商業模式創新之研究. 東海大學高階經營管理碩士在職專班 碩士學位論文.
10.黃松澤. (2015). 結合長期照護社群之藥局客戶關係管理系統. 國立高雄應用科技大學/資訊管理系碩士在職專班. https://hdl.handle.net/11296/4k8g46
11.黃健源. (2018, 7). 台灣連鎖專業藥局之產業研究 -以 A 連鎖藥局為列. 亞洲大學 財務金融學系 碩士論文.
12.曾華偉. (2016, 7). 複合式藥局顧客關係管理之探討. 國立中興大學高階經理人碩士在職專班 碩士學位論文.
13.諸葛弼暉. (2023, 7). 數位轉型驅動企業價值共創之研究以躍獅連鎖藥局為例. 國立成功大學 管理學院 企業管理學系碩士在職專班 碩士論文.
14.Ansoff, H.I. (1957, Sep-Oct). Strategies for Diversification. Harvard Business Review, 35(5), 113-124.
15.Hambrick, D., & Fredrickson, J. (2001). Are You Sure You Have a Strategy? (Vol. 15). Academy of Management Executive.
16.Helm, R., & Landschulze, S. (2011, 8 13). How does consumer age affect the desire for new products and brands? A multi-group causal analysis. Rev Manag Sci. 10.1007/s11846-011-0072-7
17.LnData 麟數據科技. (2023, August 14). 【數據專題】疫後美學新商機：2023 美妝產業數據分析報告| LnData 麟數據科技| Medium. LnData 麟數據科技. Retrieved January 8, 2024, from https://lndata-taiwan.medium.com/beauty-market-2023-bd4462727ca
18.Porter, M. E. (1979, May). How Competitive Forces Shape Strategy. Harvard Business Review, 57(2), 137-145.