Research On Online Channel Mode Selection And Operational Decision Of Pharmaceutical Retailers

With the rapid development of "Internet + medical and health" and the external environment such as the “covid-19”,consumers’ drug purchasing behavior has changed and their health awareness has increased.Traditional pharmaceutical retailers are facing the demand for online transformation.Therefore,for pharmaceutical enterprises,how to design specific operation models and optimize internal and external resources for different online application scenarios is of great significance.This paper adopts the methods of mathematical modeling and numerical simulation,and analyzes the online channel mode selection and operation decisions of pharmaceutical retailers according to different online scenarios.The research first focuses on the supply chain composed of pharmaceutical manufacturers and retailers,studies the conditions for retailers to adopt dual channels,and explores the impact of medical insurance payment and channel differentiation on pricing and channel structure selection.The study found that channel differences play a major role in the dual-channel decision-making of pharmaceutical retailers,and the conditions for pharmaceutical retailers to increase online channels are jointly affected by medical insurance payment and the differences between channels.Then the research discusses the mode selection of pharmaceutical retailers to open dual-channel medicine sales.Considering that the market demand is affected by medical insurance payment and delivery time,the decision models of price and delivery time are constructed for self-built and platform models,respectively,and the choice of mode for retailers to open online channels is discussed.The results show that: when the medical insurance benefit level is very high(very low),only offline(only online)channels should be selected;otherwise,when the commission ratio is small(large),it is better to choose the platform(self-built)model;Low medical insurance benefit level weaken offline advantages,prompting pharmaceutical retailers to lower dual-channel prices and develop online channels;high medical insurance benefit level may lead retailers to rely on offline and increase dual-channel prices for higher profits.Finally,aiming at the dual-channel mode of cooperation between pharmaceutical companies and online medical institutions,this paper analyzes the decision-making of medical institutions and pharmaceutical companies under the conditions of sharing information and not sharing information,and analyzes the value of information sharing.The study found that after information sharing by online medical institutions,the service quality is reduced,and the profit after information sharing is reduced,so medical institutions have no incentive to share information.The public welfare of medical institutions is beneficial to the profits and social welfare of pharmaceutical companies,but it is not conducive to their own profits.The above research further clarifies the decision-making problems faced by pharmaceutical retailers in different online application scenarios,and makes reasonable pricing and service decisions for pharmaceutical retailers,so that pharmaceutical retailers can better adapt to the new situation under the development of "Internet +medical health" policy.