中藥行面臨日益激烈的市場競爭，來自西藥和保健食品等其他產品的競爭壓力增大。中藥行需要在經營策略上進行更多創新和思考，以應對市場變化和挑戰。政府對中藥行的管理方式主要採用西藥的模式，不適合中藥行的特殊性質。中藥行曾發生過品質問題事件，也影響了顧客的信任度。而媒體對中藥行的負面報導加劇了顧客對中藥的不信任感。 本研究的目的在探討台中市中藥行的經營現況及相關策略，並進行產業競爭分析、PEST環境分析、SWOT分析，以提出相關建議。研究方法包括文獻探討、個案深度訪談及問卷調查等。本研究以一般性競爭策略以及安索夫矩陣呈現中藥行未來可採行的策略，各中藥行可依據自身條件選擇該策略的做法。 This study investigates the current situation and related strategies of Chinese medicine stores in Taichung City, Taiwan. It analyzes the market competition and pressure faced by Chinese medicine stores from other products, such as Western medicine and health food, and the challenges they face due to the government's management methods that are not suitable for their special nature. The study uses industry competition analysis, PEST environmental analysis, and SWOT analysis to provide recommendations to Chinese medicine store operators on how to improve their market competitiveness by understanding market trends and customer needs, and formulating more effective business strategies. The research methods include literature review, in-depth case interviews, and questionnaire surveys. The study concludes with relevant recommendations to address the challenges faced by Chinese medicine stores in Taichung City.
