保健品O2O創新商業模式之研究－以痛風保健品牌為例

Abstract

近年來文明病人口日趨攀升，民眾自我健康意識不斷抬頭，越來越注重保健，帶動保健食品市場急速成長，也成為藥局營利成長推力之一。而藥局為人民信任的社區健康保母，用藥安全、保健商品推薦及相關衛教宣導與照護亟需專業人士把關，藥師的專業具不可取代性。隨著電商蓬勃發展及數位行銷普及化，保健品電商透過精準廣告與低價銷售而壓縮了藥局實體的銷售，長期下來實體藥局建立屏障防堵線上。在當前傳統零售朝向O2O數位轉型的趨勢下，加上消費習慣轉往線上購物，O2O可透過線上行銷資訊將消費者帶到實體店家體驗與交易，之後再回到線上享受售後相關服務或直接線上交易。 本研究從B2B2C的保健品與藥局商業模式之下，探討保健品電商與藥局的O2O創新商業模式，以痛風保健品牌作為個案，導入O2O平台（即Line@行銷工具、銷售網站及媒體廣告），並從商業模式四大要素（顧客價值主張、創造利潤模式、關鍵資源及關鍵流程）探討藥局對於O2O商業模式的使用態度及探討導入後的經營效益影響程度。本研究採文獻分析法、問卷調查法、半結構式訪談法及個案研究法，藉由個案公司實際導入O2O模式於實體通路後之實證效果，探討如何利用數位科技建構讓藥局、保健品電商、消費者一個互惠共利的商業模式，為保健品市場注入創新服務模式。最後經研究發現，有效整合網路與實體通路，建立整合行銷策略及精準行銷，有助促進顧客導流。 本研究之實證結果如下： 一、「O2O商業模式」會正向影響「經營效益」，其中「顧客價值主張」是最直接影響「銷售量成長、營收成長」的關鍵； 二、「O2O商業模式」會正向影響「使用態度」； 三、「使用態度」會正向影響「經營效益」； 四、「使用態度」在「O2O商業模式」與「經營效益」間存在中介效果。In recent years, the general public diseases have been increasing, people's self-health awareness has continued to grow, and they have paid much more attention to health care. This has led to the rapid growth of the health supplements market and has also become one of the driving growths of pharmacies' profit. People trusted the pharmacy, the profession of pharmacists is irreplaceable. The safety of medication, the recommendation of health supplements, and the promotion and care of related health education urgently need professional supervision. However, e-commercehas continued to grow vigorously, and digital marketing has become most popular conversion methods. Health supplements e-commerce has compressed the sales of physical pharmacies through precise advertising and low-price sales. It might let pharmacies reject e-commerce companies. Under the current trend of digital transformation from traditional retail to O2O, consumers’ online shopping habit have shifted. O2O uses online digital marketing strategies to bring consumers foot traffic into physical stores and to experience and trade, and then get back to online to enjoy after-sales services or to make purchases directly on the website. Based on the B2B2C business model of the health supplements and pharmacies, this study mainly discusses the O2O innovative business models of the health supplements e-commerce and pharmacies. Taking the brand of Gout Health supplement in this case, it implements the O2O platform (ex. Line@, website, and media advertising), and discuss the pharmacy’s user attitude of the O2O business model from the four major elements of the business model and discuss the degree of effect on business benefits after they implement. The results of this study are：(1)"O2O business model" have a significant positive impact to "Business Benefits", of which "customer value proposition" is the key that most directly affects "sales growth and revenue growth". (2) "O2O business model" have a significant positive impact to "User Attitude". (3) "User Attitude" have a significant positive impact to " Business Benefits". (4) "User Attitude" has a partial mediation effect on "O2O business model" and " Business Benefits".