O2O模式是把“实体店”与“网店”结合起来的一种模式，它将成为未来经济发展趋势之一。本文分析网上运营O2O模式的可行性，探讨网上药店发展O2O模式面临的挑战以及该模式运营成功的关键因素，为促进“实体药店”与“网上药店”的共同发展、整合医药零售连锁企业线上线下资源以及为我国医药电子商务发展新模式提供借鉴。% O2O is a mode combining each strength of entity store and online store, which would be a trend of economic development. The feasibility and challenges of developing O2O mode were analyzed and the key factors to successfully operate it were studied so as to provide a reference for promoting the common development of entity drug store and online drug store, integrating the online and offline resources of pharmaceutical retail chain enterprises and developing a new mode of pharmaceutical e-commerce in China.
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