RESUMEN
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 provide reference and basis for our country to formulate policies for online prescription drug sales. METHODS： SWOT analysis was adopted to analyze the Strengths （S）， Weaknesses （W）， opportunities （O）， threats （T） and other factors of prescription drug online sale so as to put forward policy reform suggestions. RESULTS & CONCLUSIONS： The online prescription drug sales had the advantages of better drug availability， improving cost affordability， promote information disclosure and break the monopoly， caught up with the country to vigorously promote the “Internet+” era opportunities. But online prescription drug sales also had disadvantages and threats such as inappropriate management mode， incomplete credit system and inadequate supervision. Conditional release of online prescription drug sales would be favorable to the internal and external environment and the overall development situation. It is suggested that under the condition of improving the ability of intelligent supervision， promote the adjustment of online prescription drug policy， allow Internet e-commerce to carry out prescription drug dispensing by prescription， and orderly release online prescription drug sales.
RESUMEN
OBJECTIVE:To provide reference for the development of online drugstores in China based on mobile port. METH-ODS:The development of online drugstores in China based on mobile port was analyzed by SWOT(strengths,weaknesses,oppor-tunities,threats)analysis to put forward suggestions. RESULTS & CONCLUSIONS:Online drugstores based mobile port included vertical management in which pharmaceutical E-commerce manager directly participate,non-vertical management which mainly pro-vide information inquiry and price comparison. It has advantage in breaking through time and space obstacle,optimizing informa-tion display,integrating consumer’s information accurately,improving human efficiency,etc. They are weak in timeliness,busi-ness scope and sale function,the quality of pharmaceutical care,user activity,etc. They have the opportunities as annual increase of mobile E-commerce market scale and huge market development potential;they also face various threats,such as the inconformi-ty between main users of mobile port and main purchasers,consumer low-trust,health-care polity barrier breakthrough failure,the lack of legal regulations for medical and pharmaceutical software,etc. It is suggested that companies operate further accurately and the government speed up the formulation and implementation of laws and regulations.