药品零售商与消费者对网上药店模式选择行为的演化博弈  

Evolutionary game between drug retailers and consumerson mode selection behavior of online drugstore

作　　者：叶周专 魏骅[1] 杜亚萍 陶群山[1] YE Zhou-zhuan;WEI Hua;DU Ya-ping;TAO Qun-shan(Anhui University of Traditional Chinese Medicine,Hefei,Anhui 230000)

机构地区：[1]安徽中医药大学,安徽合肥230000

出　　处：《赣南医学院学报》2023年第10期1046-1052,共7页JOURNAL OF GANNAN MEDICAL UNIVERSITY

基　　金：安徽中医药大学探索性研究课题(2021hxts21)。

摘　　要：目的:探讨在“互联网+”大背景下药品零售商和消费者的行为策略选择问题及稳定性情况。方法:通过构建药品零售商和消费者的双方演化博弈模型,得到模型的均衡点并对均衡点的局部稳定性进行分析,然后运用MATLAB软件对药品零售商和消费者的行为策略进行数据仿真,分析参数变动对系统演化结果的影响及影响系统稳定性的因素。结果:电商平台给予的补贴以及网上药店的盈利状况是影响药品零售商和消费者选择的重要因素,当电商平台给予的补贴或网上药店的利润足够多,药品零售商和消费者倾向于选择网上药店模式。结论:“互联网+医药”已成为医药企业发展的新模式,药品零售企业可以通过建设产业集群形成规模效应、通过财政和税收政策降低成本、完善消费者权益保护制度以及提高药学服务能力等促使企业获得长足发展。Objective:To explore the behavior strategy selection and stability of drug retailers and consumers under the background of"Internet+".Methods:By constructing a two-sided evolutionary game model of drug retailers and consumers,the equilibrium point of the model was obtained and the local stability of the equilibrium point was analyzed,and then the data simulation of the behavior strategy of drug retailers and consumers was carried out by using MATLAB software.The influence of parameter changes on the evolution results of the system was analyzed,and the factors affecting the stability of the system were explored.Results:The subsidies given by e-commerce platforms and the profitability of online pharmacies are important factors affecting the choice of drug retailers and consumers,and when the subsidies given by e-commerce platforms or the profits of online pharmacies were enough,drug retailers and consumers tend to choose the online pharmacy model.Conclusion:"Internet+medicine"has become a new mode of development of pharmaceutical enterprises,pharmaceutical retail enterprises can build industrial clusters,form scale effects,reduce costs through fiscal and tax policies,improve consumer rights protection systems,and improve pharmaceutical service capabilities.

关 键 词：药品零售商 消费者 网上药店 

分 类 号：R95[医药卫生—药学]