Page 12 - 《中国药房》2021年16期

考虑医保支付政策的药品零售双渠道定价策略研究 Δ

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关月月 ，黄 哲（沈阳药科大学工商管理学院，沈阳 110016）
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中图分类号 R95；F713.1 文献标志码 A 文章编号 1001-0408（2021）16-1926-07
DOI 10.6039/j.issn.1001-0408.2021.16.02

摘 要 目的：为我国药品零售商制定双渠道定价策略提供参考。方法：在对现有文献和药品供应链特点进行分析的基础上，以
药品双渠道零售商为研究对象，考虑医保支付政策、消费者风险规避特性和不便成本等因素对消费者决策行为的影响，构建药品
零售商双渠道定价策略模型；采用逆向归纳法对模型进行分析与求解，求得药品零售商最优定价和最优利润函数；利用数值仿真
进行模拟，分析消费者医保支付效用、风险规避因子和不便成本对药品零售商双渠道定价和利润的影响。结果：当医保支付效用
提高时，药品零售商的实体药店定价和双渠道总利润均会随之升高；而消费者的风险规避因子和不便成本与零售商双渠道总利润
总体呈U形变化趋势。此外，与入驻现有电商平台相比，零售商自建电商平台可以获得更多利润。结论：医保支付政策对双渠道
药品零售商的利润影响很大，药品零售商应持续关注国家相关政策动向，及时通过调整定价等方式来保证企业自身的利润。当医
保支付效用较小时，双渠道药品零售商可通过降低实体药店零售价的方式来保证市场需求，并应借助灵活的销售策略以吸引消费
者。对于消费者的风险规避性和不便成本，药品零售商可以采取为不便成本较高的消费者提供配送服务等策略。
关键词 药品零售；医保政策；双渠道供应链；定价策略；网上药店；消费者风险规避因子；消费者不便成本

Research on Dual-channel Pricing Strategy of Pharmaceutical Retailing Considering Medical Insurance
Payment Policy
GUAN Yueyue，HUANG Zhe（School of Business Administration，Shenyang Pharmaceutical University，Shenyang
110016，China）

ABSTRACT OBJECTIVE：To provide reference for the drug retailers when making dual-channel pricing decisions in China.
METHODS：Based on the analysis of the existing literature and the characteristics of drug supply chain，taking the dual-channel
drug retailers as the research object，the effects of medical insurance payment policy，consumers’risk aversion factor and
inconvenience cost on consumers’decision-making behavior were considered，and dual-channel pricing strategy model for drug
retailers was constructed. The reverse induction method was adopted to analyze and solve the model，obtain the optimal pricing and
optimal profit function of the drug retailer. The numerical simulation was adopted to simulate and analyze the effects of consumer
medical insurance payment utility，risk aversion factor and inconvenience cost on drug retailer dual-channel pricing and profits.
RESULTS：When the utility of medical insurance payment increased，the pricing of drugstores and the total profit of dual-channel
of drug retailers would increase；while consumers’risk aversion factor and inconvenience cost showed a U-shaped trend with retailer’s
dual-channel total profits. In addition，compared with existing e-commerce platforms，retailers could make more profits by building
their own e-commerce platforms. CONCLUSIONS：Medical insurance payment policy has a great impact on the profits of
dual-channel drug retailers. Drug retailers should continue to pay attention to the trend of relevant national policies and ensure their
own profits by adjusting pricing in time. When medical insurance payment utility is in low level，dual-channel drug retailers can
ensure market demand by reducing the retail price of drugstores，and should use flexible sales strategies to attract consumers. For
consumers’risk aversion and inconvenience cost，drug retailers can adopt strategies such as providing distribution services for
consumers with high inconvenience cost.
KEYWORDS Drug retail；Medical insurance policy；Dual-channel supply chain；Pricing strategy；Online drugstore；Consumers’
risk aversion factor；Consumers’inconvenience cost

随着“互联网+”的高速发展，网上购物已经成为当 经成为药品零售商扩大市场份额、提升企业竞争力的重
代消费的新风尚。医药行业也受此影响，药品零售商在 要策略 [1－4] 。2017 年国务院发布的《关于第三批取消中
实体药店的基础上开设网上药店的双渠道运营模式，已 央指定地方实施行政许可事项的决定》指出，“取消互联

[5]
Δ 基金项目：教育部人文社会科学研究一般项目（No.18YJC- 网药品交易服务企业审批（第三方平台除外）”，即药品
ZH060）；辽宁省自然科学基金资助计划（No.2020-MS-194） 零售商开设网上药店从此无需药品监管部门审批。我
＊ 硕 士 。 研 究 方 向 ：药 品 供 应 链 、双 渠 道 定 价 。 E-mail：
国政府对于网上药店的这一开放政策，无疑为互联网药
guanyueyue123@126.com
品零售行业的发展注入了新活力。受 2020 年新型冠状
# 通信作者：教授，博士生导师。研究方向：运作管理、决策理
论。E-mail：huangzhe2000@sina.com 病毒肺炎疫情的影响，网络渠道“零接触”购药的独特优

·1926 · China Pharmacy 2021 Vol. 32 No. 16 中国药房 2021年第32卷第16期