B2C模式下我国零售药店的发展研究_英语论文     

The Developmental Research on Retail Pharmacy under B2C Mode

摘要

电子商务在全球通信技术不断进步以及人们消费观念的改变这样一个大背景下得到突飞猛进的发展。在B2C (Business to Customer)跨境电子商务交易模式下，我国传统零售药店得到了一定的发展，然而换个角度思考，个人消费者在互联网上进行医药商品交易给零售药店带来了巨大的冲击，我国零售药店在这种模式下将如何发展值得深思。

本文将从传统零售药店的发展状况，运营特点以及现如今传统零售药店面临的宏观外部环境等角度分析跨境电子商务给传统零售药店带来的优、劣势。此外对比研究国内外零售药店的销售模式，论证我国零售药店的发展变化会对国外产生何种影响，它是否代表了未来零售药店的发展方向。最后针对它面临的优势和问题，分析得出我们应运用建立大型医药物流中心、提升专业服务水平、注重经营健康产品和自有品牌产品等策略扬其优势，避其问题。

关键词：B2C 网上药店 零售药店 发展战略

Abstract

With the continuous progress of global information and communication technology and the changes of people’s consumption concept, e-commerce has been rapidly developed. Under the cross-border e-commerce transaction model (Business to Customer), China's traditional retail pharmacies have achieved a certain development. However, individual consumers’ pharmaceutical commodity transactions on the Internet has brought a huge impact on retail pharmacies. How China’s retail pharmacies will develop under this mode deserves careful pondering.

This paper analyzes the advantages and disadvantages that B2C brings to the traditional retail pharmacy through its development situation, operating characteristics and macro-external environment. In addition, a comparative study of domestic and foreign retail pharmacies sales model is made to demonstrate how the development and change of retail pharmacies in China will affect foreign ones and whether it represents the future development direction of retail pharmacies. In view of the advantages and problems it faces, some strategies like establishing large pharmaceutical logistics center, enhancing the professional service level, operating healthy and own brand products and so on are put forward to make best use of the advantages and bypass the disadvantages of traditional retail pharmacies.

Key words: B2C  online pharmacies  retail pharmacies  development strategy

Contents

摘要 3

Abstract 4

Chapter 1 Introduction 5

Chapter 2 B2C and Its Influences 6

2.1 Definition of B2C 6

2.2 Characteristics of B2C 6

2.2.1 Adaptation 6

2.2.2 Transparency 6

2.2.3 Individualization and Unification 7

Chapter 3 The Development of Retail Pharmacies 8

3.1 Operation modes 8

3.1.1 Direct chain mode 8

3.1.2 Franchise chain mode 8

3.2 Characteristics of retail pharmacies 9

3.2.1 Diversification 9

3.2.2 Professionalization 10

3.2.3 Standardization 10

3.2.4 Information 10

3.3 Positive Impact 11

3.4 Negative Impact 12

Chapter 4 Dilemma that Our Retail Pharmacies Face 13

4.1 Marketing dilemma 14

4.2 Profit dilemma 14

4.3 Development dilemma 15

Chapter 5 Sales Mode of Domestic and Foreign Retail Pharmacies 16

5.1 Contrast of sales modes 16

5.1.1 Germany 16

5.1.2 Sweden 17

5.1.3 The United States 17

5.1.4 China 17

5.2 The Analysis of the contrast 18

Chapter 6 Future Development Strategies 19

6.1 Establish large pharmaceutical logistics center 19

6.2 Enhance the professional service level 19

6.3 Operate healthy and own brand products 19

Chapter 7 Conclusion 21

Acknowledgments 22

References 23