【摘要】：目的：隨著市場經(jīng)濟(jì)的蓬勃發(fā)展,醫(yī)藥生產(chǎn)領(lǐng)域向外資開放,商品經(jīng)營方式日趨多樣。特別是醫(yī)藥流通體系的建立和發(fā)展迅速,電子商務(wù)不斷被廣泛應(yīng)用與深化,通過電子商務(wù)手段開拓網(wǎng)上業(yè)務(wù),正成為一股不可阻擋的潮流。我國醫(yī)藥企業(yè)從2005年底才逐步開展電子商務(wù),大多數(shù)企業(yè)選擇B2C模式經(jīng)營。電子商務(wù)將成為未來貿(mào)易業(yè)務(wù)的主要增長方向,其應(yīng)用和推廣將給社會和經(jīng)濟(jì)帶來極大的利益。為了加快我國醫(yī)藥電子商務(wù)體系建設(shè),科學(xué)、規(guī)范地應(yīng)用現(xiàn)代化經(jīng)營手段,更好的為醫(yī)藥經(jīng)濟(jì)服務(wù),本文針對當(dāng)前醫(yī)藥B2C各環(huán)節(jié)發(fā)展過程中所顯現(xiàn)的問題進(jìn)行了總結(jié)分析,探索完善政府醫(yī)藥監(jiān)管模式和企業(yè)運(yùn)作的方法,在保證藥品安全有效的前提下,為促進(jìn)我國醫(yī)藥電子商務(wù)發(fā)展提供對策及建議,使B2C藥品交易安全、經(jīng)濟(jì)、便利、更好地為社會服務(wù)。 方法：以醫(yī)藥電子商務(wù)相關(guān)政策法規(guī)發(fā)展進(jìn)程為基礎(chǔ),結(jié)合電子商務(wù)法律和醫(yī)藥B2C的發(fā)展現(xiàn)狀,與實(shí)體藥店做對比總結(jié)醫(yī)藥領(lǐng)域開展B2C模式電子商務(wù)所具有的優(yōu)勢及其實(shí)際運(yùn)行過程中所存在的問題；分析企業(yè)經(jīng)營方式和政府監(jiān)管政策的相關(guān)性,參考國外醫(yī)藥電子商務(wù)發(fā)展體系和成功經(jīng)驗(yàn),試圖為政府提供政策、法律等監(jiān)管措施方面的咨詢與建議,為企業(yè)提出促進(jìn)醫(yī)藥B2C發(fā)展更好的方法。 結(jié)論：B2C模式醫(yī)藥電子商務(wù)的存在與發(fā)展是基于現(xiàn)代網(wǎng)絡(luò)技術(shù)的發(fā)展和潛在消費(fèi)群體的快速增長之上。其發(fā)展速度及競爭力,不僅僅依靠政府的支持、配套完善的政策法規(guī)、產(chǎn)品價(jià)格的優(yōu)勢,還需要有效的對消費(fèi)者進(jìn)行正確的用藥指導(dǎo)、提供良好的售前售后服務(wù)。核心的問題是：構(gòu)建快速安全的藥品物流體系和支渠道、完善的政府監(jiān)管體系、組織良好的商業(yè)結(jié)構(gòu)、設(shè)計(jì)良好的網(wǎng)絡(luò)基礎(chǔ)、有效的廣告宣傳等眾多方面因素。
[Abstract]:Objective: with the vigorous development of market economy, the field of pharmaceutical production is open to foreign capital, and the way of commodity management is becoming more and more diverse. Especially with the rapid establishment and development of pharmaceutical circulation system, electronic commerce has been widely used and deepened. It is becoming an irresistible trend to open up online business by means of electronic commerce. Since the end of 2005, Chinese pharmaceutical enterprises began to develop e-commerce step by step, and most of them chose B 2 C mode to operate. Electronic commerce will become the main growth direction of trade business in the future, and its application and promotion will bring great benefits to society and economy. In order to speed up the construction of pharmaceutical electronic commerce system, apply the modern management means scientifically and normatively, and better serve the pharmaceutical economy, this paper summarizes and analyzes the problems in the development process of current medicine B2C. To explore and improve the mode of government medicine supervision and the operation of enterprises, to provide countermeasures and suggestions for promoting the development of pharmaceutical electronic commerce under the premise of ensuring the safety and effectiveness of drugs, and to make B2C drugs trade safe, economical and convenient. Better serve the society. Methods: based on the development process of the policies and regulations related to medical electronic commerce, the current situation of the development of electronic commerce law and medicine B2C was combined. Compared with the real pharmacy, the paper summarizes the advantages of developing B2C mode electronic commerce in the field of medicine and the problems existing in the actual operation process, and analyzes the correlation between the enterprise management mode and the government supervision policy. Referring to the development system and successful experience of foreign pharmaceutical electronic commerce, this paper tries to provide the government with advice and suggestions on supervision measures such as policies and laws, and puts forward better methods to promote the development of pharmaceutical B2C for enterprises. Conclusion the existence and development of pharmaceutical e-commerce based on the development of modern network technology and the rapid growth of potential consumers. Its development speed and competitiveness not only rely on the support of the government, complete policies and regulations, the advantages of product prices, but also need to effectively guide the correct medication to consumers, and provide good pre-sale after-sales service. The key problems are: constructing a fast and safe drug logistics system and branch channels, perfecting the government supervision system, organizing a good commercial structure, designing a good network foundation, effective advertising and so on.
【學(xué)位授予單位】：成都中醫(yī)藥大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F426.72;F724.6

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