网上药店监管的博弈研究

Game Research on Online Pharmacies

目的探索加强网上药店监管的对策。方法通过建立监管部门与网上药店的博弈模型,求解监管部门和网上药店的支付函数,分析监管部门在规范网上药店营销行为中的作用。结果与结论建议加大对网上药店非法营销的处罚力度,增加对网上药店监督工作的财政拨款,统一网上药店的审查部门和处罚部门,提高网上药店的监管力度,规范网上药店的经营活动。

Objective To explore countermeasures for online pharmacy supervision. Methods The function of supervision department on regulating the marketing practices of online pharmacies was analyzed by building a game model of supervision department and online pharmacies, and solving the payoff function of the two parties. Results and Conclusion The punishment should be enhanced on the online pharmacies which violate the law and disciplines of marketing, the financial allocation needs to be increased for online pharmacies supervision, and the supervision department and the punishment department of online pharmacies should also be unified, in order to ensure the supervision on online pharmacies and regulate the business activities of them.