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摘要随着互联网网络购物的兴起,社会群众购买的药品消费习惯也正在改变着传统的零售模式,网络购药己成为医药电子商务的一个重要内容。从目前来看，药品网络的发展形势逐步明确，它大大降低了流通，降低了医疗成本，有利于医药企业同时保持自身的利润同时降低药品产品价格。那么在未来，如果能够合理控制销售渠道，引导医药销售网络健康发展，很有可能成为破解当前医疗问题的一剂良方。因此本文在研究中国电子商务和医药营销的发展历史以及国内外药品网络营销的现状的基础上，选择中美两国药品零售企业的代表,对其医药网络营销业务的起源,商业模式,最终成效等内容进行了详细的分析,最后比较中国和美国医疗网络营销因素,从中发现我国未来医药网络营销所面临的机遇与不足，为此提出具体的解决方案与预防措施。48396
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Abstract With the rise of the Internet shopping network, common people buy drug consumption habits are also changing the traditional mode of the retail, medical e-commerce network buy medicines have become an important content. Drugs, for the moment, the development of the network situation gradually clear, it greatly reduces the circulation, reduce the medical cost, are helpful in pharmaceutical enterprises while maintaining their own profits and lower drug prices. So in the future, if you can reasonable control sales channel, to guide the healthy development of medicine sales network, is likely to be cracked a dose of the current medical problems. So this paper will, on the basis of medicine in the United States and China, the research of network marketing development present situation and influence factors, for our country's drug provide opinions and Suggestions of the development of network marketing model.
This paper first introduces the research background, purpose, significance, research contents and research process; By literature review to understand again for China's e-commerce and the development history of medicine marketing channels; From the comparison of the two countries the United States and China medical network marketing development present situation to find out the same and different. In this paper, we choose the representative of the pharmaceutical retail enterprises, the two countries on the origin of its medical network marketing business, business model, and the final results and so on has carried on the detailed analysis and description, finally compare China and the United States medical network marketing factors, find our future medicine faced by network marketing opportunities and inadequate, for this specific solutions and preventive measures are put forward.
毕业论文关键词：药品； 网络营销； 模式；差异化研究
Keyword: medicine； network marketing； model； Differentiation research
目 录
1. 引言 5
1.1. 研究背景与意义 5
1.2. 研究内容 6
2. 文献综述 6
2.1. 医药电子商务相关概念 6
2.2 关于国内药品营销研究 6
2.3 国内研究的不足.7
3. 中美医药网络发展现状现状 7
3.1. 我国医药网络营销发展现状 7
3.1.1我国医药网络总体发展情况 7
3.1.2我国网上药店现有典型模式 7
3.1.3 价格中国网上药店发展介绍-----以仁和大药房为例 8
32 美国医药网络发展现状 9
3.2.1美国医药网络总体发展情况 9
3.2.2美国晚上药店发展介绍-----以CVS Caremake 为例 9
3.3 中美两国发展现状对比10