Strategy of Competitiveness Improvement of Retail Chain Pharmacies in China under the Impact of Phar-maceutical Electronic Commerce / 中国药房

ABSTRACT

OBJECTIVE:To explore the strategy of competitiveness improvement of retail chain pharmacies in China under the impact of pharmaceutical electronic commerce. METHODS:The development of pharmaceutical electronic commerce in China is in-troduced. Major problems of retail chain pharmacies development are analyzed to put forward the strategy for promoting their com-petitiveness. RESULTS & CONCLUSIONS:Pharmaceutical electronic commerce develops rapidly in China,and there are 3 major operation mode,ie. B2C online pharmacy,third platform and B2B purchase platform. The development of pharmaceutical electron-ic commerce greatly influences the further development of chain pharmacy. Considering rising costs,medical insurance policy ad-justment and brand drug profits lowering,retail chain pharmacies must reposition its value;turn into big health(including diversi-fied category structure,chronic disease management and in-depth professional service);regard O2O E-commerce model as strate-gic move for rapid scale expansion in the future,so as to improve customer loyalty and long-term competitiveness.