药品连锁零售企业多渠道运营模式及其影响因素研究  

Research on multi-channel operation model and influence factors in pharmaceutical retail chain enterprises

作　　者：李诗杨[1,2] 但斌[1,2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400044

出　　处：《重庆大学学报（社会科学版）》2016年第3期82-88,共7页Journal of Chongqing University(Social Science Edition)

基　　金：国家自然科学基金项目"电子商务环境下多渠道供应链协调优化与合作策略研究"(71172084)

摘　　要：以药品连锁零售企业为基础,以实体药店与网上药店之间的关联为切入点,提出了药品连锁零售企业多渠道运营的三种典型模式,结合实际案例详细阐述了三种模式的特征与适用情形,并根据中国药品零售市场的现实,分析了影响药品多渠道运营的主要因素,从企业、政府层面分别提出了相关的策略和措施。This paper proposes three typical multi-channel operation models of pharmaceutical retail chain enterprises taking the relationship between pharmacies and online pharmacies as point of cut-in based on the pharmaceutical retail chain enterprises. We combine actual cases to present the characteristics and its application environments of three typical multi-channel operation modes, respectively. Then, we analyze the main factors which influence multi-channel operation modes according to the reality of pharmaceutical retail market in China,and present relevant strategies and measures from the aspects of enterprise and government, respectively.

关 键 词：药品连锁零售企业 多渠道 运营模式 影响因素 

分 类 号：F274[经济管理—企业管理]