Year: 2024
Type: article
Abstract: Under the impact of the second-generation national health insurance, pharmaceutical distributors face significant survival pressures. Given that pharmaceutical distributors have shifted from a B2B (business-to-business) model to a B2C (business-to-consumer) model, the importance of marketing strategies is undeniable, and the content and combination of these strategies warrant further investigation. This study focuses on the key customer groups of pharmaceutical distributors in a B2C context and employs the Analytic Hierarchy Process (AHP) for analysis. The research aims to: 1) Identify key factors in marketing strategies using the 4P framework; 2) Develop the relative importance of the 4P dimensions using AHP; 3) Provide pharmaceutical distributors with a marketing mix based on the findings. The results reveal that the 'Product' dimension has more influence than the other dimensions (Price, Place, and Promotion). Within the Product dimension, 'Brand Value' is of utmost importance, 'High Value Advantage' is most crucial in the Price dimension, 'Convenience of Access' ranks highest in the Place dimension, and 'Development of Advantageous Promotional Combinations' is most significant in the Promotion dimension. JEL classification numbers: C83, M15, O31. Keywords: Pharmaceutical Distributors, Marketing Strategies, Marketing Mix, Analytic Hierarchy Process (AHP).
DOI: 10.47260/amae/15111
Authors: Li-Min Chuang, Chen-Chun Ko
Institution: Chang Jung Christian University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405684027