考虑医保报销与交付时间的医药零售商定价及渠道模式选择研究  

Research on Pricing and Channel Modes Selection of Pharmaceutical Retailers Considering Medical Insurance Reimbursement and Delivery Time

作　　者：蒋兰娟 陈武华 陈晓红[1,3] Jiang Lanjuan;Chen Wuhua;Chen Xiaohong(School of Business,Central South University,Changsha 410083,China;School of International Business,Zhejiang Gongshang University,Hangzhou 310018,China;School of Frontier Crossover Studies,HunanUniversity of Technology and Business,Changsha 410205,China)

机构地区：[1]中南大学商学院,湖南长沙410083 [2]浙江工商大学国际商学院,浙江杭州310018 [3]湖南工商大学前沿交叉学院,湖南长沙410205

出　　处：《中国管理科学》2024年第7期236-247,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71991463);国家自然科学基金青年项目(71701214)。

摘　　要：药品零加成政策对实体药店的压力和线上线下医保制度的差异性影响了医药零售商的双渠道策略。考虑市场需求受医保报销和交付时间影响,针对自建和平台模式分别构建价格与交付时间决策模型,接着,通过数值算例分析了医保报销比例和佣金比例对最优策略和利润的影响,并探讨了零售商开通线上渠道的模式选择问题。研究发现:当消费者对线上渠道的接受度较高且交付时间较长时,线上价格随交付时间递增;否则,线上价格随交付时间递减。当医保报销比例非常大(非常小)时,应选择仅线下(仅线上)渠道;否则,当佣金比例较小(较大)时,选择平台(自建)模式更优。低医保报销比例弱化了线下优势,促使医药零售商降低双渠道价格和发展线上渠道;而高医保报销比例可能导致零售商依赖线下并提高双渠道价格以获得更高的利润。With the development of pharmaceutical e-commerce,many traditional pharmaceutical retail companies choose to establish online channels.Pharmaceutical retailers can choose to build their own or join a third-party platform model to build online channels.However,the pressure on physical pharmacies from the“zero mark-up policy”and the differences in online and offline medical insurance policies have affected the dualchannel strategy of pharmaceutical retailers.Therefore,it is very important to study the online channel mode selection of pharmaceutical retailers under the influence of delivery time and medical insurance reimbursement factors.Considering that market demand is affected by medical insurance reimbursement and delivery time,the price and delivery time decision models are built for self-built and platform modes.Then,the influence of the medical insurance reimbursement rate and commission rate on the optimal strategy and profit is analyzed through numerical examples,and the problem of retailer's choice of the modes of implementing online channel is discussed.The results found that:when consumers have a higher acceptance of online channels and the delivery time is longer,the online price increases with the delivery time;otherwise,the online price decreases with the delivery time.When the medical insurance reimbursement rate is very large(very small),retailers should choose only offline(only online)channels;otherwise,when the commission rate is small(large),the platform(self-built)mode is better;low medical insurance reimbursement rate weakens the offline advantage,prompting pharmaceutical retailers to reduce dual-channel prices and develop online channels;a high medical insurance reimbursement rate may cause retailers to rely on offline and increase dual-channel prices to obtain higher profits.The conclusions of this paper have a certain reference for pharmaceutical retailers to formulate dualchannel strategies and the government to formulate reasonable medical insurance policies.

关 键 词：医药零售 交付时间 模式选择 定价 

分 类 号：C934[经济管理—管理学]