基于波特五力模型分析我国网上药店的发展战略

Analysis of Development Strategies of Online Pharmacies in China Based on Michael Porter's Five Forces Model

目的:为我国网上药店探索适合的发展战略提供参考。方法:运用"波特五力模型",从分析我国网上药店的竞争环境着手,探讨并制定发展战略。结果与结论:国家应协助网上药店发展,完善监管制度,加强监督管理,实行信息公开战略,建立统一的第三方交易平台;网上药店可以通过融合发展战略、差异化战略、服务型发展战略,利用超链接和官网信息,来帮助购买者鉴别真假药店,以顺应外部竞争环境,提高自身的竞争能力。

Objective： To provide suggestions to online pharmacies on their development strategies. Methods： The competitive environment of online pharmacies in China was analyzed based on Michael Porter＇s Five Forces Model, and the approaches of making development strategies were discussed. Results and Conclusion： The country should improve supervision system, strengthen supervision and management, assist the development of online pharmacies, implement the strategy of information disclosure, and establish a unified third-party trading platform; the online pharmacies should promote their competitiveness by using fusion strategies, differential strategies, as well as service development strategies, and should make use of the hyperlinks and official websites information, helping customers identify the true pharmacies from the fake ones to adapt to the external competitive environment.