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| Pricing Strategy of Dual-Channel Pharmaceutical Supply Chain under Channel Competition and Health Insurance Compensation |
| YANG Dandan，HOU Wenhua |
| Nankai University, Tianjin, China |
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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.
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Received: 26 November 2018
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