Investigation and Countermeasures of the Development of Chinese Pharmaceutical E-commerce in the B2C Model Based on PEST-SWOT Analysis

Objective To analyze the problems of pharmaceutical e-commerce and provide strategies for its development in the future B2C mode since drug network management has great potential in China.Methods By collecting,identifying,and conducting literature research,PEST-SWOT identification and positioning of pharmaceutical e-commerce in the B2C mode were carried out.Results and Conclusion A PEST-SWOT analysis matrix was established to analyze the status of B2C pharmaceutical e-commerce,and to summarize its advantages,disadvantages,opportunities and threats from four perspectives of politics,economy,society and technology.Suggestions on cultivating compound talents proficient in medicine and e-commerce,exploring online payment methods for medical insurance,integration of upstream and downstream of the industrial chain and data sharing are put forward to promote the healthy and long-term development of pharmaceutical e-commerce under the background of big data.