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·药师与药学服务·

B2C药品交易市场中的平台服务定价研究 Δ

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章 瑞 ，李红艳（上海工程技术大学管理学院，上海 201620）
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中图分类号 F713.36 文献标志码 A 文章编号 1001-0408（2020）01-0110-07
DOI 10.6039/j.issn.1001-0408.2020.01.19
摘 要 目的：探讨不同类型B2C药品交易平台的服务定价问题及影响因素，为网络医药零售实现高效运营提供参考。方法：以
双边市场为理论基础，结合互联网交易服务的特点，构建联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型，
探讨分成比例、搜索匹配度、选择自营消费者比例对平台服务定价的影响，并利用层次分析法等进行实证验证。结果：成功构建了
联营模式以及自营+联营模式两类B2C药品交易平台的服务定价模型；确定了分成比例、搜索匹配度对平台服务定价（供应商）分
别呈逆向作用和正向作用，在自营+联营模式药品交易平台中，当选择平台自营的消费者比例过高时，平台将会降低供应商的注册
费，当选择平台自营的消费者比例过低时，平台将会提高供应商的注册费；实证验证中采用层次分析法确定自营消费者比例为
0.648，在此条件下对两类运营模式的定价模型进行比较，与上述结果一致；同时，自营+联营模式的服务定价整体上总是低于联营
模式。结论：无论是联营模式还是自营+联营模式的平台，可设置不同的注册费与广告收入分成比例，实行差异化定价；也可通过
增加更多专业咨询服务，脱离同质化竞争，增加用户黏度，提高平台搜索匹配度；对于自营+联营模式的平台，需要控制好自营与联
营的比例，实现平台的健康有效运营。
关键词 B2C药品交易平台；定价；双边市场；自营模式；自营+联营模式
Study on Platform Service Pricing in B2C Drug Trading Market
ZHANG Rui，LI Hongyan（School of Management Studies， Shanghai University of Engineering Science，
Shanghai 201620，China）

ABSTRACT OBJECTIVE：To provide reference for the efficient operation of online drug retailing by studying the service pricing
and influencing factors of different B2C drug trading platforms. METHODS：Based on the theory of two-sided markets and
combined with the characteristics of internet transaction service，the pricing models of B2C drug trading platform from the
perspective of joint mode and joint & self mode were built. The influence of allocation proportion，search matching degree and the
proportion of consumers who buy drugs from the platform of self mode were discussed. Finally，AHP method was adopted for
empirical verification. RESULTS：The service pricing models of two B2C drug trading platforms，i.e. joint model and joint & self
model，had been successfully constructed. It had been determined that the proportion of sharing and the degree of search matching
had adverse and positive effects on the platform service pricing（suppliers），respectively. In the joint & self mode drug trading
platform，when the proportion of consumers who chose self mode platform was too high，the platform would reduce the supplier’s
registration fee；when the proportion of consumers who chose the self mode platform was too low，the platform would increase the
registration fee of suppliers. In the empirical verification，AHP method was used to determine the proportion of self-employed
consumers as 0.648. Under this condition，the pricing models of the two operation modes were compared，which was consistent
with the above results. At the same time，the service pricing of joint & self model is always lower than that of joint mode.
CONCLUSIONS：No matter the platform of joint mode or joint & self mode，different proportion of registration fee and
advertising revenue can be set to implement differential pricing. The platforms also can degenerate from homogeneity competition，
increase user viscosity and improve platform search matching by providing more professional services. For the platform of joint &
self mode，it is necessary to control the ratio of self and joint part，and realize the healthy and effective operation of the platform.
KEYWORDS B2C drug trading platform；Pricing；Two-sided markets theory；Joint mode；Joint & self mode

互联网药品交易服务作为药品供应保障体系的重 要组成，不仅能够节省中间商等渠道商的环节，大大节
省中间费用，同时有助于推进“医药分离”，优化我国医
Δ 基金项目：国家自然科学基金青年基金项目（No.71704102）；
教育部人文社会科学研究青年基金项目（No.15YJCZH232，No.16YJC- 保支付模式。在当前良好的政策、市场和技术环境下，
ZH043）；上海市哲学社会科学规划课题（No.2017BGL024） 各种新型的互联网药品交易平台不断涌现，通过整合供
＊讲师，博士。研究方向：电子商务。电话：021-67874149。E-
应链上下游资源，借助互联网、大数据等信息技术的优
mail：rui5028369@126.com
势，建立完善的药品配送网络，进一步完善了药品供应
# 通信作者：教授，博士。研究方向：管理科学与工程。电话：
021-67791449。E-mail：hongyanlishu@163.com 保障和患者健康服务体系。

·110 · China Pharmacy 2020 Vol. 31 No. 1 中国药房 2020年第31卷第1期