医药电子商务B to C模式的发展及我国医药连锁零售企业开展电子商务的策略研究

Development of B to C E-commerce in Pharmaceutical Industry and the Strategy for the Development of E-commerce in China's Pharmaceutical Retail Chains

目的:为我国医药连锁零售企业开展电子商务提出建议。方法:通过研究欧美国家在医药电子商务BtoC模式上的发展得出启示,分析此领域中我国现存的问题。结果与结论:我国医药连锁零售企业电子商务的发展需要政府多部门合作监管,分阶段提高企业信息化程度,依托连锁店面体系以及提供以顾客为中心的服务。

OBJECTIVE： To put forward some suggestions for the development of e- commerce in China＇s pharmaceutical retail chains. METHODS： To drawn on experiences from the western developed countries in developing B to C pharmaceutical e- commerce and analyzed the problems existing in China＇ s pharmaceutical industry. RESULTS ＆ CONCLUSIONS： To develop e-commerce in China＇ s pharmaceutical retail chains, the cooperated supervision of the concerned governmental departments is indispensable, in addition, the level of informatization should be improved step by step and the network of retail chain should be relied on to offer customer - centered services.