药品电子商务的线上线下融合新模式

New Mode of Online and Offline Integration of Drugs E-Commerce

对药品互联网零售的现状、运作需求及研究难题等方面进行相关分析,并针对药品互联网零售特点提出药品电子商务的线上线下融合新模式,该模式对实体药店进行改革,实体药店的功能进行相关转变,主要提供物流配送服务和药事咨询服务,基于此建立依托于线下实体药店的线上线下融合新模式。重点阐述新的药品电子商务模式结构、运作流程、复杂的运作优化问题,为药品电子商务的参与者及服务基础设施的建设提出相应的政策建议,展望相关问题的研究前景,对药品互联网零售的学术研究和医药企业的实践应用有一定的借鉴和启示。

The status,operation requirements and research problems of drugs e-commerce are analyzed,and accordingly,the new mode of online and offline integration of drug e-commerce is proposed,which carries out the reform and functional transformation of physical pharmacies and integrate them into the operation system of drugs e-retail,in which physical pharmacy mainly provides logistics distribution services and pharmaceutical consulting services.Thus,an omni-channel mode of drugs retail based on physical pharmacies is established.The focus is put on the structure,operation processes and complex operation optimization of the new mode,and some corresponding countermeasures are recommended for the participants and the construction of service infrastructure.The certain reference and enlightenment are expected to the academic research of drugs e-commerce and the practical application of pharmaceutical enterprises.