「現代化藥局」在整個社會及醫療體系當中所佔的角色是非常重要的，但由於環境的變遷，時代的不斷進步，藥局一方面受全民健保、醫藥分業的衝擊，另一方面又受流通業的發展、商業現代化的影響，使得藥局必須面臨轉型及尋求更佳方法，確保在未來能永續經營。
本研究以台灣中部地區的藥局為研究對象，採用無記名問卷調查的方式進行，針對台中、南投、彰化等縣市四百名進入藥局的消費者進行研究，問卷內容包括四部份，
（1）現代化藥局與傳統藥局之比較。 （2）個人日常保健習慣。 （3）對藥局引進嬰幼兒奶粉的看法。 （4）個人基本資料。
利用分析問卷調查結果，了解現代化連鎖藥局引進嬰幼兒奶粉後一般消費者會不會因此改變購買習慣而至藥局購買。
本研究發現：
因為嬰幼兒奶粉是小孩唯一的主食，父母親對此極為重視，而各家品牌的奶粉又各有特
色，每個嬰兒的體質又不太相同，別家小孩喝的合適的奶粉，不見得我們會適合，因此
根據本研究整理，有八成以上的消費者對藥局販售奶粉表示贊同。有八成的消費者同意
如果要選擇奶粉時會去藥局請教藥師及因為購買奶粉的次數增加會與藥師的互動更頻繁。

It is the extreme essential that the functions of the modernizing pharmacy stores integrate into the entire community and medical care system. Due to the environment alternation and the constant epoch evolution, however, pharmacy stores have not only been impacted by the national health insurance and the medicine profession categorization, but also affected by the logistic development and the business modernization. Under the circumstances, pharmacy stores have to confront transformation, and pursue the much better solutions in assuring the persistent business management in future.

This research focuses on pharmacy stores around the middle of Taiwan, and proceeds with the questionnaire investigations without signature, aiming at four hundreds of their consumers in Taichung, Nantao, Chang Hua and adjacent districts. The contents of questionnaire include four sections: 1) The comparison of both modernizing and traditional pharmacies; 2) Personal daily custom of healthy life style; 3) Perceiving of import infant Milk powder serving by pharmacy stores; 4) Individual base information.
Based on the analysis of the questionnaire investigation findings, the purport is to realize whether or not the purchasing custom of ordinary consumers would be changed in the existence of import infant milk powder serving by the modern pharmacy chain stores.

This research discovered that:
Since infant milk powder is the sole principal food of baby, parents are very much concerned about it. The manufacturers have the respective features for milk powder of their own brands, and babies have quite different physiques. The certain brand of infant milk powder might be suitable for some babies, but against another ones on the other hands. For such instances, more than 80% of consumers are in favor of milk powder serving by pharmacy stores, according to the findings of the research, and agree that they would go there for consults if they need to make a decision about milk powder. Besides, the more often milk powder they purchased from pharmacy stores, the more frequency that they interacted with medicine chemists.

第一章 緒論
第一節 研究背景………………………………………………………………….1
第二節 研究動機……………………………………………………………….…4
第三節 研究目的………………………………………………………………….6
第四節 現代化連鎖藥局與嬰幼兒奶粉的定義………………………………….7

第二章 文獻探討
第一節 連鎖體系之簡介…………………………………………………….……12
第二節 藥局產業之簡介………………………………………………………….24
第三節 策略理論與引進嬰幼兒奶粉之成功因素……………………………….36
第四節 未來連鎖藥局的行銷與發展趨勢……………………………………….39

第三章 研究方法
第一節 研究構想………………………………………………………………….46
第二節 研究流程………………………………………………………………….47
第三節 消費者問查卷調………………………………………………………….48

第四章 研究討論與結果
第一節 藥局引進嬰幼兒奶粉行銷之決策……………………………………….49
第二節 藥局引進嬰幼兒奶粉後商品複合化之優勢………………………….…69
第三節 藥局引進嬰幼兒奶粉後之市場比較…………………………………….73

第五章 結論與建議
第一節 研究發現………………………………………………………………….78
第二節 研究結論………………………………………………………………….86
第三節 研究限制………………………………………………………………….87
第四節 後續研究建議…………………………………………………………….88

一、中文部分………………………………………………………………………89
二、英文部分………………………………………………………………………93

附錄………………………………………………………………………………………94