连锁药店进入医药电商领域的可行性研究

Feasibility Study on the Chain Pharmacies into Medical E-commerce Field

目的:探讨连锁药店进入医药电商领域的可行性。方法:介绍我国医药电商领域的市场现状,连锁药店进入该领域的模式、影响因素及可行性和需要注意的问题。结果与结论:连锁管理模式、品牌竞争力、自身配送能力、运营资金、宣传技术等,均可影响连锁药店进入医药电商领域;无论是加入第三方平台,或以B2B和B2C的模式建立网上药店,还是选择以发布医药行业信息为主的互联网信息网站,连锁药店都有着较大优势;连锁药店强大的品牌竞争力有利于培养消费者的忠诚度,进而倡导消费者网上购药;连锁药店自身的专业配送队伍有利于达到网上药店快速送货的要求。但同时也存在着运营投入成本高、宣传推广压力大、高层管理人才培养难、消费者的信任与消费习惯养成难等问题。建议通过与电商平台供应商合作来降低成本投入;通过增加线上线下宣传手段,利用数据分析方法进行资源整合,结合微博与微信等新媒体达到信息高速传播与分享的目的;对固有模式进行变革,改变人员结构,增加人员培训的强度和广度;利用实体门店的优势,增加消费者的真实体验,提高消费者对连锁药店的信任度,引导消费者选择网上药店。

OBJECTIVE： To explore the feasibility of chain pharmacies into medical E-commerce field. METHODS： The cur- rent status of medical E-commerce, entry mode, and influencing factors were introduced to analyze the feasibility of chain pharma- cies into medical E-commerce and the problems. RESULTS ＆ CONCLUSIONS： There were many factors that could affect the chain pharmacies into medical E-commerce, including chain management mode, brand competitiveness, distribution capabilities, operating funds, propaganda techniques; in the E-commerce process, chain pharmacies had advantages on choosing third-party plat- form, B2B, B2C or internet information site that based on publishing the medicine information; brand competitiveness was helpful to cultivate consumer loyalty, and then advocated consumers to purchase online; professional distribution team can facilitate fast on- line delivery. But there are still some problems, including high costs and promotion pressure, difficult cultivation of senior manage- ment personnel and consumer trust and consumption habit. It is suggested that chain pharmacies could reduce costs by cooperating with the E-commerce platform providers. By increasing the online and offline means, data analysis method was used to integrate re- sources and achieve the goal of high-speed communication and information sharing by combination of microblog, WeChat and other new media; reforming the natural mode, chain pharmacies can change inherent mode and staff structure and increase training inten- sity and breadth; cultivating the consumer trust, chain pharmacies can also take advantage of physical stores, improve the real expe- rience and consumers＇ confidence and guide consumers to choose online pharmacy.