Research On The Distribution Model And Principal Agent Relationship Of B2C Medical E-commerce Based On Pharmacy

With the rapid development of electronic commerce,each industry is permeated with the new vitality.The pharmaceutical industry is known as the "eternal sunrise industry",and is the only "rigid growth" industry every year.However,with the rapid development of B2C e-commerce,drug delivery has become an urgent problem to be solved.The drug is a special commodity,its quality is related to the use of people's health and life safety,especially drug transactions through electronic commerce this virtual channel of security coefficient will lower consumer purchase.This paper proposed the establishment of a union based on B2C pharmaceutical e-commerce companies and pharmacies,the distribution mode of e-commerce based on the B2C medicine pharmacy,to solve the distribution problem of B2C pharmaceutical e-commerce enterprises in a certain extent,while increasing revenue pharmacies.In order to strengthen the integration of resources and complementary advantages,through the establishment of a fair and equitable principal-agent relationship,to improve the overall operational efficiency of the alliance,and promote the cooperation of B2C pharmaceutical e-commerce companies and pharmacies.In the first chapter,this paper summarizes the research status of B2C pharmaceutical e-commerce distribution model and the principal-agent relationship,and introduces the content of the research.In the second chapter of this paper illustrates the three modes and the advantages and disadvantages of China's B2C medicine electronic commerce development present situation,our country B2C pharmaceutical e-commerce distribution,to China's typical B2C pharmaceutical e-commerce enterprises as the object,analyze the distribution mode.In the third chapter,according to our B2C medical e-commerce distribution present situation,in-depth analysis of the main problems facing the main problems facing B2C and pharmacy pharmaceutical e-commerce enterprises existing distribution mode,relying on the design of the pharmacy B2C medical e-commerce distribution model,and analyzes the applicable conditions,advantages and difficulties of the perspective of design patterns.This paper describes the main conflicts of B2C pharmaceutical e-commerce based on pharmacy distribution patterns of B2C pharmaceutical e-commerce companies and pharmacies in the fourth chapter,proposed the establishment of the principal-agent relationship to constrain the behavior of both sides is analyzed under asymmetric information principal-agent problem and incentive selection problem.In the fifth chapter by H company and A chain pharmacies in the empirical background,analysis of main problems of H company and A chain pharmacies,distribution pattern design based on A drugstore chain of H company,and the establishment of a principal-agent relationship model,the parameters in the model selection trial,confirmed the practicality and feasibility of the program.