考虑服务溢出效应和医保政策的药品双渠道供应链定价研究  

Pricing Strategy of Pharmaceutical Dual-channel Supply Chain Considering Service Spill-over Effect and Medical Insurance Policy

作　　者：张文思 张佳逸 王伟[1,2] ZHANG Wensi;ZHANG Jiayi;WANG Wei(School of Economics,Ocean University of China,Qindao,Shandong 266100,China;Marine Development Studies Institute,Ocean University of China,Qindao,Shandong 266100,China;College of Economic and Social Development,Nankai University,Tianjin 300071,China)

机构地区：[1]中国海洋大学经济学院,山东青岛266100 [2]中国海洋大学海洋发展研究院,山东青岛266100 [3]南开大学经济与社会发展研究院,天津300071

出　　处：《工业工程与管理》2024年第5期117-127,共11页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(72202223);山东省自然科学基金资助项目(ZR2021QG019)。

摘　　要：在传统药房逐渐向服务型专业药房转型的背景下,结合药品特性,考虑服务溢出效应和医保政策,构建了由药品供应商和零售商组成的双渠道供应链,求解了集中和分散决策下药品供应商与实体零售商的最优价格,并分析了消费者自付比例和服务溢出系数对供应链及其成员利润和社会福利的影响。设计了“建议批发价格+固定转移支付”两部定价契约,实现了供应链协调。研究发现:服务溢出效应对零售商不利,需制定合理的价格策略避免渠道冲突;不同服务溢出强度下,提高医保自付比例对患者的影响不同,线上线下实施相同报销政策可缩小渠道间的价格差异;有效的契约可在实现供应链协调的同时降低药品线下价格,对供给和消费两端均有利。Under the background of the transition of traditional pharmacies to service-oriented pharmacies,a pharmaceutical dual-channel supply chain composed of a drug supplier and a brick-and-mortar retailer was constructed by incorporating the service spillover effect and medical insurance policy.The optimal prices of drug supplier and brick-and-mortar retailer were solved under centralized decision-making and decentralized decision-making models,and the impact of the medical insurance reimbursement ratio and service spill-over coefficient on profit of the supply chain and social welfare was analyzed.Two-part tariff contract of“suggested wholesale price+fixed transfer payment”was designed to coordinate the supply chain.The results shows that service spillovers have negative influences on retailers.Thus,reasonable pricing strategy is necessary to avoid channel conflict.Implementing the same reimbursement policy online and off-line reduces the price difference between channels.Effective contract can coordinate the drug supply chain and reduce the offline price,which is beneficial for both supply side and demand side.

关 键 词：药品双渠道供应链 医保政策 服务溢出 定价策略 两部定价契约 

分 类 号：C93[经济管理—管理学] F272.3