近年來台灣的藥品、醫療用品零售通路產業蓬勃的發展，經營模式從獨立單店模式轉變為醫藥美粧複合式連鎖的模式經營，各品牌連鎖零售間提供的產品與服務差異化越來越小，使得社區藥局面臨更嚴峻的競爭，與此同時，資通訊技術迅速的發展，如雲端平台技術、大數據、物聯網、人工智慧等數位技術被廣泛應用在各個產業領域中，持續的改變企業組織內流程以及提供創新商業服務推動產業升級，因此，企業透過數位轉型發展出新價值創造模式的議題逐漸受到重視。本研究以「躍獅連鎖藥局」作為研究之對象，研究目的主要以價值共創的觀點探究躍獅連鎖藥局數位轉型的過程中，透過建立數位互動的場域並且吸引利害關係人參與互動，藉由集體協作的方式共同創造價值以解決彼此的痛點。
本研究採取質性研究方法中的單一個案研究法，以「躍獅連鎖藥局」為研究對象，並藉由「數位轉型」與「價值共創」的理論觀點，探討實務現象與其發展脈絡，接著分析躍獅連鎖藥局數位轉型與利害關係人互動方式改變的過程與成果。
根據本研究結果得知，企業面臨產業內眾多競爭者皆提供相同的服務與商品時，透過數位技術的採用能夠優化企業既有的服務流程，甚至發展出創新的服務流程與模式，新的互動模式可以為顧客創造差異化的服務價值。首先，企業在進行數位轉型時，需要訂定一個明確的目標與願景，吸引利害關係人進入數位互動的場域，為企業與參與者提供更密切的互動關係，在過程中多方參與者的資源整合與交換，集體協作的價值創造成果能夠為利害關係人解決痛點，在良性友善的互動環境下，企業與多方利害關係人建立互信及相互依賴的連結，維持長期的互惠共生關係，最後仍須不斷校準價值創造成果與目標的一致性。企業透過持續的與多利害關係人共同創造新的價值，提供有別於競爭者差異化的服務，可以提升自身的競爭優勢。
關鍵字：數位轉型、價值共創、智慧藥局

In recent years, Taiwan's pharmaceutical and medical supplies retail industry has seen robust development. As a result, there's almost no differentiation of products and services offered by various branded retail chains stores, leading community pharmacies to face severe competition situation. At the same time, there has been rapid advancement in information and communication technology. These technologies continuously transform internal processes within enterprises and drive innovation in business services. This research focuses on the case of "YES Chain Pharmacy" to explore its digital transformation process from the perspective of value co-creation. The main objective is to establish a digital interactive platform and attracting stakeholders to participate in the interaction, value can be co-created collectively through collaborative efforts to address each other's pain points.

This study adopts a qualitative research approach, specifically using a single-case study method, with "YES Chain Pharmacy". The research explores practical phenomena by utilizing theoretical perspectives on "digital transformation" and "value co-creation" The study analyzes the process and the outcome of the digital transformation and the changes in stakeholders interaction of YES Chain Pharmacy.

Based on the findings of this study, it is evident that when businesses face numerous competitors offering similar services and products within the industry, adopting digital technology can optimize their existing service processes and even lead to the development of innovative service processes and models. These new interactive approaches can create differentiated service value for customers, allowing businesses to stand out in a highly competitive market. Firstly, when undergoing digital transformation, businesses need to attract stakeholders into the realm of digital interaction ─ Smart Pharmacy. By providing closer interaction between businesses and participants, the integration and exchange of resources among multiple participants, as well as the collective collaborative value creation, can effectively address pain points for the stakeholders. Through continuous co-creation of new value with multiple stakeholders, businesses can offer differentiated services from their competitors, thus enhancing their competitive advantage.

Keywords：Digital transformation, Value co-creation, Smart pharmacy

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