考虑渠道竞争和医保政策的医药供应链双渠道定价策略  

Pricing Strategy of Dual-Channel Pharmaceutical Supply Chain under Channel Competition and Health Insurance Compensation

作　　者：杨丹丹 侯文华[1] YANG Dandan;HOU Wenhua(Nankai University,Tianjin,China)

机构地区：[1]南开大学商学院

出　　处：《管理学报》2019年第6期932-938,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71071080);国家社会科学基金资助项目(15BGL074)

摘　　要：基于药品双渠道销售的现象,构建3种双渠道销售模型,分析渠道竞争、医保支付比率等因素对均衡结果的影响,并指出药企的最优渠道选择策略。研究发现:整合模式的药企利润最高,而转售模式的药企利润最低;线上线下医药定价都会随着医保报销比率的增加而升高;随着网上药店和实体药店竞争强度的增加,整合模式和直营模式的网售价格均会升高,而转售模式的网络售价则会降低;随着线上线下渠道之间竞争强度的增加,转售模式和直营模式的实体价格都会降低,而整合模式的实体售价则呈现U型变化趋势。Based on the phenomenon of pharmaceutical dual-channel sales,this study constructs three dual-channel selling modes to analyze the influences of medical insurance payment ratio and channel competition on pricing decisions and channel selection strategy.The result shows that the profit of the pharmaceutical enterprise is the highest in integrated selling structure,yet the lowest in reselling structure.And both online and offline prices increase with the health insurance reimbursement ratio in all the three modes.With the increase of competition between online and offline pharmacies,the online selling price increases in integrated mode and direct selling mode,but decreases in reselling mode.However,with the increase of competition between online and offline channels,the offline prices of reselling mode and direct selling mode both decrease.And the relationship between offline price and channel competition is U-shaped in integrated mode.

关 键 词：医药供应链 渠道竞争 定价 医保政策 医药电商 

分 类 号：C93[经济管理—管理学]