文献类型：期刊文献

中文题名：基于网络的新型药品营销模式探索

英文题名：The Research of Web-based Marketing Model of the Drugs

作者：邱红[1]

第一作者：邱红

机构：[1]北京联合大学应用科技学院

第一机构：北京联合大学应用科技学院

年份：2011

期号：6

起止页码：88-91

中文期刊名：技术经济与管理研究

外文期刊名：Technoeconomics & Management Research

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2008】；

语种：中文

中文关键词：药品;营销模式;网络营销;电子商务;B2C;网络购药;新型网店

外文关键词：Idrugs; Marketing model; Network marketing; E-commerce; B2C; Intemet purchase of drugs; New network Shop

摘要：药品在质量、包装规格、主要成分、主要功能、适用范围等都可以高度标准化,因此药品是非常适合从事网上交易的。本文就目前药品网络营销在发达国家和我国的发展现状进行概要性总结,指出我国的药品网络营销与发达国家在此方面的差距,对药品网络营销在我国发展的市场前景进行了分析和预测,介绍了电子商务中的B2C经营模式,以及一种将B2C经营模式应用于药品网络销售的新营销模式,分别从构建新型B2C药品营销模式与零售药店和连锁药店的合作模式、对消费者的服务模式以及新型B2C药品营销模式的盈利方式等方面探讨了新型B2C网络药店的可行性,并深入分析了这种新型B2C药品营销模式相对于传统药店和传统售药网站的优势。最后本文对上述新型B2C网络药店提出了具体的网站参考模型。
In terms of quality,packaging specifications,the main component,the main function,application scope and so on,drugs can be highly standardized.Drugs are very suitable for online trade.The survey on the current network marketing drugs in developed countries and our country are outlined in the article.Although the drug network marketing in our country has not yet been developed compared with it in the developed countries,the development trend is visible.A B2C business model will be applied to new marketing network model for drugs.The designing ideas on constructing the new B2C model for drugs are expounded including the allies model cooperating with the traditional drug retail-shops,the service model to the consumers and the payoff model.The advantages of the new B2C model compared with traditional retail-shops and traditional site sale for drugs are commented.Finally,the specific reference model of the new B2C Web site for drug trade are brought forth and a new B2C online marketing feasibility of the drugs are discussed.