管理学报
  125年6月1日 星期日
首页 |  期刊介绍 |  编 委 会 |  投稿须知 |  期刊订阅 |  广告服务 |  联系我们 |  留言板 | English
管理学报
物流与运作管理 最新目录| 下期目录| 过刊浏览| 高级检索 |
考虑渠道竞争和医保政策的医药供应链双渠道定价策略
杨丹丹,侯文华
南开大学商学院
Pricing Strategy of Dual-Channel Pharmaceutical Supply Chain under Channel Competition and Health Insurance Compensation
YANG Dandan,HOU Wenhua
Nankai University, Tianjin, China

全文: PDF (1252 KB)   HTML (1 KB) 
输出: BibTeX | EndNote (RIS)      
摘要 基于药品双渠道销售的现象,构建3种双渠道销售模型,分析渠道竞争、医保支付比率等因素对均衡结果的影响,并指出药企的最优渠道选择策略。研究发现:整合模式的药企利润最高,而转售模式的药企利润最低;线上线下医药定价都会随着医保报销比率的增加而升高;随着网上药店和实体药店竞争强度的增加,整合模式和直营模式的网售价格均会升高,而转售模式的网络售价则会降低;随着线上线下渠道之间竞争强度的增加,转售模式和直营模式的实体价格都会降低,而整合模式的实体售价则呈现U型变化趋势。
服务
把本文推荐给朋友
加入我的书架
加入引用管理器
E-mail Alert
RSS
作者相关文章
杨丹丹
侯文华
关键词 医药供应链 渠道竞争 定价 医保政策 医药电商    
Abstract:Based on the phenomenon of pharmaceutical dual-channel sales, this study constructs three dual-channel selling modes to analyze the influences of medical insurance payment ratio and channel competition on pricing decisions and channel selection strategy. The result shows that the profit of the pharmaceutical enterprise is the highest in integrated selling structure, yet the lowest in reselling structure. And both online and offline prices increase with the health insurance reimbursement ratio in all the three modes. With the increase of competition between online and offline pharmacies, the online selling price increases in integrated mode and direct selling mode, but decreases in reselling mode. However, with the increase of competition between online and offline channels, the offline prices of reselling mode and direct selling mode both decrease. And the relationship between offline price and channel competition is U-shaped in integrated mode.
Key wordspharmaceutical supply chain    channel competition    pricing    health insurance policy    pharmaceutical e-commerce   
收稿日期: 2018-11-26     
基金资助:国家自然科学基金资助项目(71071080);国家社会科学基金资助项目(15BGL074)
通讯作者: 侯文华(1964~),男,河北邢台人。南开大学(天津市300071)商学院教授、博士研究生导师。研究方向为智慧健康管理、医药供应链管理、对策与决策理论。     E-mail: whhou@nankai.edu.cn
引用本文:   
杨丹丹,侯文华. 考虑渠道竞争和医保政策的医药供应链双渠道定价策略[J]. 管理学报, 2019, 16(6): 932-. YANG Dandan,HOU Wenhua. Pricing Strategy of Dual-Channel Pharmaceutical Supply Chain under Channel Competition and Health Insurance Compensation. Chinese Journal of Management, 2019, 16(6): 932-.
链接本文:  
http://manu68.magtech.com.cn/Jwk_glxb/CN/     或     http://manu68.magtech.com.cn/Jwk_glxb/CN/Y2019/V16/I6/932
版权所有 © 《管理学报》编辑部
本系统由北京玛格泰克科技发展有限公司设计开发  技术支持:support@magtech.com.cn