Drug is a special product that relates to the health and life of the general public. Drug store, being the major media for circulation of drug, plays an important role in the entire medical system. Regardless of whether it is the hospital pharmacy or the social drug store, they all act as an important gateway to the health of the general public. Recently, the economy of Macao bloom rapidly and the income of the general public increased. People tend to put more focus on health and on the quality of living. Aside from purchasing drug to cure disease, the demand for healthcare products also keep on increasing. The operation of drug store has its specialty. in order to successfully operate a drug store, it is essential not only to possess fundamental medical and pharmaceutical knowledge but also to have knowledge in management skills and marketing strategy. Purpose of the research The philosophy of managing a retail shop will affect the taste of customers, and in tum, directly affect the performance of the business .It is a key element of whether the business can sustain in the extremely competitive environment The sales of drug are a public service with specialty. it is critical to the life of the general public and thus requires a comprehensive management system (including quality, price, service, resources allocation, etc). Social drug store is not only subject to severe government regulation, but is also exposed to the highly competitive environment that requires strong economic growth in order to sustain development, Thus, it has the necessity to build up a quality management strategy. Since long, there have been very few thesis on the operation of drug store as a result of the industry's specialty. And there is no precedent research on Macao drug stores Thus, this thesis is intended to research the current status, operation style and future development of drugstores in Macao. The objective is to get an insight into the successful elements of the marketing style and operation strategy of Macao drug stores, and to provide operators with operation management and reference for afterwards studies. Ways of Research Data collection: Due to limitation of the statistical data and research paper on Macao drug stores, this research has adopted the "comparative research method". it has made reference to research data and journals of Taiwan and PRC, Macao government's directives and statistical data. in collection of the relevant research and publications, relevant questions and key points have been arranged and analyzed, which formed the foundation of this research paper. Questionnaire: Collect questionnaires from Macao drug stores for statistical data (51 questionnaires issued, 45 returned) Comparison of data: Compare data collected to evaluate the operation style and management strategy of drug stores. Conclusion: Based on the research conducted, the perfection of the operation strategy of Macao drug stores has to, in the very first place, count on human resources Thus, it is crucial to ensure the qualification and continuous training o professional personnel and frontline staff, because the execution o pharmaceutics service needs adequate and professional pharmaceutics knowledge. On the other hand, drug stores should develop brand strategy and execute chain store management at the target market, which is the current global operation style. Macao should enhance the training of human resources and computerize the drug stores in order to improve their operation efficiency. KEY WORDS Macao, social drug store, marketing strategy, development

藥品作爲特殊随品，關係保障人們身健康與生命安全。而藥房是藥品流通的主要場所，在整個醫療體系中擔當着重要角色，不管是醫院房或是融入民生的社會藥房，都是民眾健康的一個重要守護卡。 近年，澳門經濟發展迅速，居民收入有所提升，對健康及生活質量要求日益重除了因患病而需購藥外，對保健品的需求也不断增加。藥房的誉有其獨特性要成功地經營一家社會藥房除了基本醫學和藥學的知外，現代化商店的經營管理知識和市場的營銷策略更是必不可少。 研究目的 一個零售商店經營管理觀念和做法，會影謇到顧客的好思及直接影響其經營管效的高低，也是在競争激烈條件下能否生存的重要因素。 藥品的鎗售是一種具有特殊性質的公共服務，保到民生，必须要有一套完整的管理制度(包括質量、價格、服務、資源配置等多個方面)而社会房既受到政府的嚴格監管，又要以經濟收益谋求自身壯大，不被淘汰，確實需要建立一套切合實際的優質經營策略。 長久以來，因爲產業的特性，和藥房經管理相關的文章在各種書籍比较少見，而有關本澳社會藥房的研究更是未有先河，所以本研究主要針對澳門發展的現況、藥房經營方式、未來發展趨勢，做一綜合整理歸納、問题分析;目的在於探討澳門社會藥房行銷方式及經營策略的成功要素，以提供業者營管理及未來後續學術研究的参考。 研究方法 文獻探討及資料搜集:由於有關本澳社會藥房的计资料及研究報告不足，本研究主要採用比較研究法，参考中國台灣地區及中國大陸有的產業研究，蒐集有關社會藥房產業的學術研究、雜誌期刊之相關報導;查澳門政府機之法令及統計資料，在蒐集各種理論文獻及相關著作同時，整理及分析其重點和相關問題，做爲整個研究之基楚:問卷調査:對本澳房同業間進行問卷调查，得出澳門零售藥業的一些統計資料(問卷發出51份，收回45份);资料分析比較:進行歸納分析比較，探討藥房經營模式及優化藥房管理的策略結論 本論文研究所得，完善和優化本澳社會藥房的营策略必须首先人事方面着手，專業人员及前線员工的資格認证和定期培訓是刻不容緩的，因為有充足和事業的藥學知識才可實施藥學服務;另外藥房展品牌策略，實施連理念及針對目標市場進行營銷是全球正流行的經營模式，本澳應加強培育;而實行藥房電腦化，规範管理，可使管理更有效率。 關鍵字 澳門 社會藥房 經營策略 羲展方向