藥局 經營의 多角化 戰略에 관한 실증적 硏究 = Empirical study on the diverdification strategy of pharmacy management
저자
발행사항
화성: 水原大學校 産業經營大學院, 1994
학위논문사항
학위논문(석사)-- 수원대학교 산업경영대학원: 마케팅 전공 1994
발행연도
1994
작성언어
한국어
KDC
325
발행국(도시)
경기도
형태사항
43 p.; 27 cm.
일반주기명
참고문헌수록
소장기관
Pharmacists are experts for drug affairs. Drug affairs are defined, in a broad sense, as all acivities relative with manufacturing, compounding, identifying, importing and exporting for drugs and drug-related materials specified in the Durg Affairs Law. This means pharmacists are esperts not only for drugs proper but also for drug-related materials. In this conection, health-related items are belonging to the category of items regarded in the Law. Nevertheless, these items have not been accepted well to the pharmacists due to their short turnover period, uncontrollable pricing disorder, lacking willgness to accept, etc.So it is natural that the main sales routes of these items are under the hands of other people than pharmacists, the experts-which is sure to be acted as weak points in the aspect of people's health.
The aim of this study is to analyze pharmacist's attitute to the health-related items (health-aid foods) and suggest ideal method of dealing with the items. For this puropoes, two approach ways were used: literatary review and questionaire analysis.
In the first place, pharmacists responding to the questionaires thought that health-aid foods are not all-mighty drugs (panacea) as claimed by lay people. Pharmacological and ather medicochemical knowledge is very important for their proper usage. In this regard, these items should be dealt by pharmacists.
On the other hand, 63.7% of pharmacists were satisfied with their occupation but only 15.8% thought optimistically about the prospect of pharmacy management. Practising pharmacists regarded highly on familiy, repsonsiblity, and self-confidence. 70.7% of responding pharmacists dealt with extra medical items whereas 14.9% handled health-aid foods. Ratio agaist total sales turnover were as low as 12% for extramedical items and 8% for health-aid foods.
Mean of total net resting days were 45 days per year and mean duty hours per day were 13 hours. These figures suggest that pharmacists were working in more unfavorable condition: much shorter resting days compared to averge 70 days for ather jobs and much loger duty hours per day compare to average 8 hours for other jobs. Based on these figures, pharmacists worked more by 1,872 hours on yearly basis.
Ratio of pharmacist's participation in the Phamacist Society were 90.1% of which passive participation was 44.8% and active participation was 27.8%. On average, pharmacists had not much free time so their service for the community were like 'participation in the servise groups', 'help to poor neighbours', 'reading books', watching movies'. More active service to the community and more emphasis on their own health promotion have to be emphasized. Pharmacists studied for 8 hours per week in order to promote their expertise. They invested 91,901 won per month for these purposes.
For practical purpose, 33 items of health-aid foods were selected and asked whether pharmacists were handling and would handle in the future. 14.29% are dealing with at the present and 21.6% hope to handle. As regards extra medical items of 14 item, pharmacists dealing now were 70.7% and those hope to deal were 9.0%, Names of health-aid food in high dealing were in the following order: squalene, aloe, ginseng and bamboo-salt. Item to be handled in the futuer were in the order of E.P.A., aloe, royal jelly, beer yeast and wheatgerm oil.
As to the extra medical items, most of pharmacists were handling now but items to be handled in the future were dental items, oral deordrant, sanitary cleanser, cosmetics, health promoting devices, life-care items, in the descending order.
Main resons for pharmacists to deaf with drug-realted items were cosumer protection against the exagerate P.R, raison d'etre for pharmacist to deal in itself, aids to therapeutics. people's health enhancement, service to consumer, and aid the pharmacy management.
Major reasons for pharmacists not to deal with above items were uncofortable sales activity, uncertain safety and efficacy, no after-service, lacking pharmacological background, inferior sales technique, difficult to select items, possible uncontrolled sales situation.
In order to overcome the obstacles imposed on the dealing, the correct scientific information, the inventroy management, the preventive aspect, the good dealing condition, the display in separate corner were considered.
Criteria to purchase health-aid foods were this qualiy and efficay, the scientific information, the net profit, the after-service, the company image, and the package.
Pharmacists wanted that manufacturing company should consider about the supply of scientific and managing information. The strict quality control, another packaging product, thorough after-service, wild-sales prevention, regulation of overstated P.R. At any rate, pharmacists are thinking about health-related items very positively but they are acting very conservatively.
Pharmacists thought the future would not be bright for themselves. So new and basic way of thinking are very urgently needed for paving the way for the profession of pharmacist. In this regard, management diversification is the top priority outlet for the pharmacists. For the detailed stratergy, pharmacists requested to the manufacturing companies of the package differentiation exlusive for pharmacists, high-profit, sufficient supply for scientific information, guide for sales technique, and consult how to display. They also wanted pharmaceutical Association erect an appropriate research institute which studies on the pharmacy management diversification for supporting actively to pharmacists concerned.
The factors responsible for unfavorable recent pharmacy management were surveyed in the folowing order: high competition from too many pharmacies, overall economic slump, high clinic use rate from medical insurance system, old-fashoined consiousness of pharmacists and high overhead costs. The factor of sluggish phamacy sitation by consumers side were easy clinic visit due to medical insurance system, high standard of living, low confidence in pharmacist.
Future patterns of pharmacy are anticipated as drug prescription pharmacy, oriental medicine prescription pharmacy, total health care pharmacy, OTC pharmacy, convenience drug store, chain drug store, health aid foods handling drug store.
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