药品连锁零售企业多渠道运营模式及其影响因素研究

doi:10.11835/j.issn.1008-5831.2016.03.011

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药品连锁零售企业多渠道运营模式及其影响因素研究
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                        10.11835/j.issn.1008-5831.2016.03.011
                    
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作者:
                        李诗杨李诗杨
重庆大学 经济与工商管理学院, 重庆 400044;重庆大学 现代物流重庆市重点实验室, 重庆 400044
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但斌但斌
重庆大学 经济与工商管理学院, 重庆 400044;重庆大学 现代物流重庆市重点实验室, 重庆 400044
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基金项目: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)

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

Author:

LI Shiyang
LI Shiyang
School of Economics and Business Administration, Chongqing University, Chongqing 400044, P. R. China;Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing 400044, P. R. China
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DAN Bin
DAN Bin
School of Economics and Business Administration, Chongqing University, Chongqing 400044, P. R. China;Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing 400044, P. R. China
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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。

关键词:药品连锁零售企业;多渠道;运营模式;影响因素

Abstract:

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.

Key words:pharmaceutical retail chain enterprises;multi-channel;operation model;influence factors.

参考文献

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引用本文

李诗杨,但斌.药品连锁零售企业多渠道运营模式及其影响因素研究[J].重庆大学学报社会科学版,2016,22(3):82-88. DOI:10.11835/j. issn.1008-5831.2016.03.011

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收稿日期:2016-03-18
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