网上药店药品规范化运营的不完美信息动态博弈分析  

Dynamic Game Analysis of Imperfect Information about Drug Standardized Operation of Online Pharmacy

作　　者：孙自学[1] 田文华[1] 许可塑 

机构地区：[1]第二军医大学卫生事业管理学教研室,上海200433 [2]南京中医药大学经贸管理学院,南京210023

出　　处：《中国药房》2014年第41期3934-3936,共3页China Pharmacy

摘　　要：目的:规范网上药店药品运营,促进其规范化发展。方法:运用不完美信息动态博弈分析方法,建立博弈模型,分析网上药店药品运营欠规范的原因,并结合参数分析方法,就网上销售违法药品现象提出规制建议。结果:在买卖双方的博弈中,卖方为获得高额利润即违法售药的总成本小于违法收益,买方的期望收益大于无风险时的收益时,随即出现博弈均衡。但接近失败市场的稳定性较差。通过增大违法成本,可逐步规范网上药店售药行为。结论:收益大于违法成本是网上药店药品运营欠规范的内在原因。通过突出电子监管、修改法规内容、网上药店可信承诺的方式,可增加违法售药成本,完善网上药店市场。OBJECTIVE：To standardize drug operation of online pharmacy,and to facilitate standard development of online pharmacy. METHODS：By using dynamic game analysis of imperfect information,game models had been established. Based on the analysis of the reasons for nonstandard drug operation of online pharmacy,combined with the parameter analysis methods,the suggestions about online illegal drug sale were put forward. RESULTS：In the game of the contracting parties,when the total cost of illegal drug sales of the seller was lower than the profit of illegal sales,and the expected profit of the buyer was higher than the risk-free profit,there could be equilibrium. However,the stability of nearly failed market was poor,the drug sales of online pharmacy can be standardized gradually through increasing the illegal cost. CONCLUSIONS：That the earnings are greater than unlawful cost is internal cause that the drug operation of online pharmacy is nonstandard. Through enhancing electronic monitoring,improving laws and regulations and the way that online pharmacies are credible,the cost of illegal drugs sales can be increased and the online pharmacies market can be perfect.

关 键 词：网上药店 药品运营 规范化 问题 策略 

分 类 号：R952[医药卫生—药学]