J Drug Retail Enterprises Dual-channel Supply Chain Pricing Strategy

With the deepening of medical reform and the promotion of "Internet + Great Health",the pharmaceutical retail industry is facing major changes,which has stimulated the enthusiasm of the major pharmaceutical retail enterprises to seize the pharmaceutical retail market.The pharmaceutical retail industry is constantly emerging new retail enterprises,making the competition increasingly fiercer and fiercer.With the development of online pharmacies,traditional offline drug retail enterprises are facing great challenges.With rising online channels and numerous competing enterprises,some traditional pharmaceutical retail enterprises cope with the increasingly fierce market competition by reducing retail prices and opening up online sales channels and other measures.The differences between the drug sales services provided by different pharmaceutical retail enterprises are relatively small The price is the main means of competition for pharmaceutical retail enterprises,and is also one of the important factors for patients to consider.After practicing in J pharmaceutical retail enterprises,I fully understand its current situation and the difficulties faced.The price competition behavior among pharmaceutical retail enterprises is analyzed by using game theory,and the equilibrium results are obtained,which provides a reference for the management decision of pharmaceutical retail enterprises.The purpose of this paper is to understand the overall development of the pharmaceutical industry by reading literature,collecting online information,and conducting on-site investigations,and to understand the current situation and problems faced by pharmaceutical retail enterprises J.Considering the spatial differences of pharmaceutical retail enterprises,based on the Hotelling price competition model,this paper expands the price model from the aspects of patient utility and the cost of pharmaceutical retail enterprises to make it more in line with the actual competition situation of pharmaceutical retail enterprises.According to the nature and theorem of non-cooperative equilibrium solution,the equilibrium price,market share and profit of pharmaceutical retail enterprises in pursuit of maximum profit under Bertrand competition are solved.Finally,take a certain medical insurance drug as an example,through on-site investigation and online public information search,the value of relevant parameters is determined.The equilibrium price,market share and profit are obtained by using Python to carry out numerical calculation.Compare the profits of J drug retail enterprises when they adopt dual channel competition and single channel competition.And make a numerical analysis of the complete competition of J drug retail enterprises when they adopt dual channel competition,so as to obtain the equilibrium price and market share.The sensitivity analysis on the self-payment ratio of medical insurance,rush cost and operating cost are carried out to obtain the corresponding changes,and propose to give the develop recommendations to pharmaceutical retail enterprises J in combination with the research results.The study found that the existence of medical insurance subsidies increased competition among pharmaceutical retail enterprises.Dual-channel sales model is an effective way to cope with channel competition and enterprise competition.Online and offline channels should maximize their profits while also taking into account the overall market and overall profits.(1)When the self-payment ratio of medical insurance is low,dual-channel drug retailers should reduce retail prices,and when the self-payment ratio of medical insurance is high,they should reduce the operating costs of offline channels and expand the promotion of online markets.(2)When the operating costs of enterprises and competitors increase,enterprises should stabilize the price of offline channels and increase the promotion of online channels.(3)When the route cost of off-line channel rises,enterprises should reduce the retail price of dual-channel;when the route cost of on-line channel and competitor rises,enterprises should stabilize the retail price of dual-channel and expand the market share.There are 28 figures,5 tables and 75 references in this dissertation.