Research on Pricing and Channel Modes Selection of Pharmaceutical Retailers Considering Medical Insurance Reimbursement and Delivery Time
With the development of pharmaceutical e-commerce,many traditional pharmaceutical retail companies choose to establish online channels.Pharmaceutical retailers can choose to build their own or join a third-party platform model to build online channels.However,the pressure on physical pharmacies from the"zero mark-up policy"and the differences in online and offline medical insurance policies have affected the dual-channel strategy of pharmaceutical retailers.Therefore,it is very important to study the online channel mode selection of pharmaceutical retailers under the influence of delivery time and medical insurance reimbursement factors.Considering that market demand is affected by medical insurance reimbursement and delivery time,the price and delivery time decision models are built for self-built and platform modes.Then,the influence of the medical insurance reimbursement rate and commission rate on the optimal strategy and profit is analyzed through numerical examples,and the problem of retailer's choice of the modes of implementing online channel is discussed.The results found that:when consumers have a higher acceptance of online channels and the delivery time is longer,the online price increases with the delivery time;otherwise,the online price decreases with the delivery time.When the medical insurance reimbursement rate is very large(very small),retailers should choose only offline(only online)channels;otherwise,when the commission rate is small(large),the platform(self-built)mode is better;low medical insurance reimbursement rate weakens the offline advantage,prompt-ing pharmaceutical retailers to reduce dual-channel prices and develop online channels;a high medical insurance reimbursement rate may cause retailers to rely on offline and increase dual-channel prices to obtain higher profits.The conclusions of this paper have a certain reference for pharmaceutical retailers to formulate dual-channel strategies and the government to formulate reasonable medical insurance policies.
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