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OBJECTIVE To analyze the risks of prescription drugs sold online by drug retail enterprises， and to provide countermeasures and suggestions for risk prevention and control of prescription drugs sold online. METHODS The risk hierarchy structure model of prescription drugs sold online by drug retail enterprises was constructed by using analytic hierarchy process. Multiple rounds of risk research and judgment were carried out on 123 pairs of evaluation indicators by using Delphi expert survey method. The normalized weight calculation and consistency test of risk judgment matrix were carried out to perform fuzzy quantitative research. RESULTS The risk of prescription dispensing and review （6.48%）， the risk of drug first and prescription later （5.48%）， the risk of rational drug use guidance （4.99%）， the risk of buying drugs by abnormal channel （4.97%）， the risk of “first diagnosis， non-chronic disease and non-common disease” （4.43%）， and the quality and safety risk of returned drugs （4.34%） and the application risk of regulatory technology （4.06%） were high risks； the overall risk of drug retail enterprises （chain） selling prescription drugs online was 38.67%， and the overall risk of drug retail enterprises （individual） selling prescription drugs online was 61.33%， with a difference of 22.66% between them. CONCLUSIONS There were 7 high-risk indicators for prescription drugs sold online by drug retail enterprises. Among them， the risk of prescription dispensing and review， the risk of drug first and prescription later， and the risk of rational drug use guidance are the top three high-risk points. The risk of prescription drugs sold online by drug retail enterprises （individual） is higher than that of drug retail enterprises （chain）. It is recommended that regulatory authorities focus on and regulate the prescription drugs sold online by drug retail enterprises （individual）， and encourage drug retail enterprises （chain） to establish a systematic online sales process for prescription drugs； for high-risk points of prescription drugs sold online， it is recommended that regulatory authorities and drug retail enterprises focus on it and take effective risk prevention and control measures to ensure the safe use of prescription drugs by the general public.
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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.
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OBJECTIVE：To unscramble the Notice on Standardizing the Allocation and Use of Licensed Pharmacists in Drug Retail Enterprises （called Notice for short ）and related document ，and to give some suggestions to provide reference for the industry and policy decision departments. METHODS ：The background and content of Notice were described briefly ；the problemsexisting in the corresponding provincial differentiated allocation policy and the difficulties existing in the implementation were analyzed to give some relevant suggestions. RESULTS & CONCLUSIONS ：The main contents of Notice contained adhering to the policy of licensed pharmacists ，steadily improving the allocation level of licensed pharmacists ，refining and implementing the allocation requirements ，and strengthening the implementation of supervision and inspection responsibilities ；giving full play to the role of licensed pharmacists and continuously strengthening the team building. At present ，drug administrations of many provinces in China have issued specific policies on the differentiated allocation of licensed pharmacists and pharmaceutical technicians ，which are mainly divided into four schemes. The author believes that the classification method of drug retail enterprises implemented in Shandong and Guangdong provinces are the most scientific. The implementation of differentiated allocation of pharmacists with health（pharmacy）professional title in drug retail enterprises can alleviate the problem of insufficient licensed pharmacists to a certain extent ，but the disadvantage is that it can not achieve accurate registration and control as well as the management of licensed pharmacists ，which is easy to produce policy gaps ；after the “affiliation licensed pharmacist ’s certificate ”phenomenon， the“certificate affiliation of pharmacist with health （pharmacy）professional title ”phenomenon appeared. It is suggested that the provincial drug supervision and administration departments should try the differentiated allocation scheme of hierarchical management；learn from the management experience of licensed pharmacists and pharmaceutical technicians in Guangdong province， develop relevant platforms to manage the information of pharmaceutical technicians uniformly ； strengthen the communication and interaction with the health and human resource security department as well as the mutual promotion mechanism of personnel information screening ，so as to solve the core bottleneck of licensed pharmacists ’quality.
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OBJECTIVE: To provide suggestions for the supervision of the online pharmacies for government. METHODS: Analysis based on online survey and literature research about the problems in the standardized management of online pharmacies in China. RESULT: This paper shows that the online pharmacies which aren't qualified still exist. The licensed pharmacist of online pharmacies can not be identified. The specific standard of web setting specifications of online pharmacies was lacked. It is difficult to identify if an online pharmacy is qualified to running a business. CONCLUSION: The relevant laws and regulations should be established and improved. A effective and feasible relevant verification system of the online pharmacies should be established. A specification template of web setting of the online pharmacies should provided. A variety of names of the online pharmacies should be corresponded to the certificates encoding. A shared platform of licensed pharmacists of the online pharmacies should be established. The punishment of the illegal operation of the online pharmacies should be increased. The propaganda to the consumers should be increased.
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OBJECTIVE: To put forward the management strategy of the online pharmacies for enterprises promote the development of online pharmacies in our country. METHODS: Taking the method of literature reviews analyzed the historical development and the amount, market size, geographical distribution and the state of the purchasing crowd of the online pharmacies in china. RESULTS: National policy gradually changes control to the online pharmacies, small amount of pharmacies, small market share, regional distribution limitation, tiny purchase of the crowd. CONCLUSION: Overall development of the online pharmacies is slow, the growth rate accelerated nearly two or three years, as the new terminal market in the pharmaceutical industry, the development space is huge, enterprises should take effective management measures. Seize the new opportunity to meet the new challenges, such as: intensifying propaganda; recognizing the actual consumer correctly; using physical pharmacies to dig the potential consumers of the online pharmacies; Providing personalized services which are suitable for online sales; building the online exchange platform; strengthening the construction of network; developing the 020 business model; strengthening enterprise autonomy.
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OBJECTIVE: To provide references for the retail pharmacies on market competition. METHODS: The customer satisfactory idea and the customer delivered value theory were analyzed and the ways to enhance the customer delivered value were discussed. RESULTS & CONCLUSIONS: Decreasing drug price is just one among the multi-methods to enhance the pharmacy customer satisfaction. The pharmacies should analyze multi-factors influencing the customer delivered value before making correct marketing strategies.
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OBJECTIVE:To study of the development trend of drug retail enterprises in China.METHODS:A comparison of GSP among China,Japan,America and Great Britain was made.RESULTS&CONCLUSION:The drug retailing in China should develop toward a mode of monolithic chain store.Large-scale drug distribution center should be established to meet the demands of drug supply&delivery.The professional service level should be improved to satisfy consumers'needs for rational use of drugs.Attention should be paid on the management of health products and those products that with their own brands so as to adapt the needs of industry development.