Given that more and more patients buy medicines online for self-medication,this study takes the joint effects of medical institutions public welfare and self-medication ability into consideration.After establishing the theoretical models of pharmaceutical supply chain,this study analyzes the effects of medical institutions public welfare and self-medication ability on the equilibriums.Furthermore,by comparing equilibriums under different channel strategies,this study proposes the optimal channel strategies for pharmaceuticals provider.The result shows that,when the condition for dualchannel establishes,the pharmaceuticals provider always benefits from dual-channel strategy,however,the profit of medical institutions will be decreased.Under the situation that there exists low price strategy,the channel conflict among supply chain members under dual-channel strategy can be diminished by profit transfer scheme,and the supply chain can produce higher social welfare under this strategy.Meanwhile,when facing the choices between low price strategy and high price strategy for online channel under dual-channel strategy,the pharmaceuticals provider always chooses the low price strategy.Finally,compared with single channel strategy,regardless the high price strategy or the low price strategy taken for online channel,dual-channel strategies can improve the accessibility to health service.%针对患者网上购药、自我药疗的现象,考虑患者自我药疗能力和医疗机构公益性影响,构建药品供应链理论模型,分析公益性和自我药疗能力等因素对均衡结果的影响,并通过渠道策略对比,提出药品供应商的最优渠道策略.研究发现:当药品供应商选择开辟网上渠道时,两种渠道策略下的药品供应商均会获利,而医疗机构的利润会遭受损失;网上低价策略下,供应链成员间的矛盾可以通过合理利润转移机制消除,从而获得更高的社会整体福利;同一参数环境下,面临网上高价和低价策略选择时,药品供应商会选择网上低价策略;相比于单渠道策略,无论是双渠道网上高价策略还是低价策略,均可提高卫生服务的可及性.
展开▼
