“ES+DR” Pharmaceutical Supply Chain Cooperation Surplus Allocation Model Research

Along with the market economy open in our country,the continuous improvement of the medical system reform, the domestic pharmaceutical production, retail business environment and mode increasingly norms, "younger" in an aging population, diseases of aging, per capita income increases, consumption upgrade, etc, under the influence of long-term demand, which has great potential for market development. The industrial development prospects of the pharmaceutical industry,which has achicved a sustained and rapid development, for the focus on the development of industry of our country. Medical related enterprises maintained a good momentum of development, which aimed to preempt the domestic pharmaceutical market and maintain a good competitive advantage that is must depend on pharmaceutical industry of the supply chain cooperation, create more more cooperation surplus, improve enterprise core competitiveness.Drug consumption in today’s huge domestic market, and promote the high-speed development of a large number of domestic pharmaceutical retail enterprises, as Yi Feng pharmacy, ordinary pharmacy large pharmaceutical retail chain pharmacies have been listed, such as pharmaceutical retail chain enterprises began to occupy the main position in the pharmaceutical supply chain, and to cause the attention of the scholars. Based on the "Exclusive + manufacturers of fixed-point medical supply chain Retailers(Exclusive: Supplier + Designated Retailers, hereinafter referred to as" ES + DR "pharmaceutical supply chain)" as a starting point, analyzes the innovation "ES + DR" pharmaceutical supply chain enterprise residual allocation mode of cooperation. The paper mainly studied the cooperation surplus allocation problem, each enterprise in the supply chain cooperation is in order to obtain competitive advantage, the cooperation surplus maximization. As members of the supply chain enterprise, not only to achieve the "ES + DR" pharmaceutical supply chain cooperation surplus maximization, at the same time to implement it in "ES + DR" pharmaceutical supply chain cooperation can obtain the cooperation of the remaining spare it alone can get benefits. Therefore, in the "ES + DR" pharmaceutical supply chain, how to reasonable distribution of fairness, justice, cooperation between enterprises of surplus of cooperation, establish a reasonable benefit distribution mechanism and incentive and guarantee, and keep long-term stable cooperative relations, is the concerns of the cooperative enterprise, also is the purpose of this paper mainly study.This article selects typical "ES + DR" medical supply chain as the research object, using the game theory and relevant method, established the "ES + DR" pharmaceutical supply chain cooperative surplus distribution model, analyses the cooperation of the rest of the production, the residual allocation mechanism, incentive mechanism, guarantee mechanism, using Shapley value method to the distribution of cooperative surplus, using yi feng pharmacy test in the practical case, through the example "ES + DR" the effectiveness of the pharmaceutical supply chain cooperative surplus distribution model, the relevant conclusions, and put forward the corresponding policy Suggestions.