“互联网+”背景下药品流通O2O商业模式的创新研究

Research on the Innovation of O2O Business mode of Drug Circulation under the Background of "Internet +"

目的深入分析我国医药O2O的现有模式及运行机制,并探讨目前我国医药O2O模式发展所面临的机遇与挑战,为药品流通领域采用O2O模式实现变革发展提供对策建议。方法采用文献研究及对比分析法,全面剖析我国医药O2O的发展状况。结果我国医药O2O主要有5种模式,且各有利弊,机遇与挑战并存。结论我国须把握机遇、应对挑战,可采取健全医药电商物流配送体系。完善医药O2O政策环境,整合信息系统,挖掘数据价值,提高实体店区域覆盖及专业化程度,促进线上线下相互引流等方式,促进医药O2O发展。

Objective To makein-depth analysis of the existing modes and operation mechanism of China’s pharmaceutical O2O and discuss the opportunities and challenges faced by the current development of China’s pharmaceutical O2O model,and provide countermeasures for adopting O2O model in the field of pharmaceutical circulation.Methods the literature research and comparative analysis method were used to analyze the China＇s pharmaceutical O2O development.Results There were five main modes of O2O medicine in our country,and each has advantages and disadvantages,with both opportunities and challenges coexisting.Conclusions China must seize the opportunities and meet the challenges and improve the e-commerce pharmaceutical logistics distribution system.It also need to improve the pharmaceutical O2O policy environment,integrate the information system and mining the value of data,improve the coverage of and specialization physical stores,promote online and offline mutual diversion,and promote the development of medical O2O.