我国医药企业开展电子商务的现状及策略

【作者】 陈玉文；

【导师】 李野；

【作者基本信息】 沈阳药科大学 ， 药剂学， 2002， 硕士

【摘要】 本文通过文献查阅、网上检索、网页浏览、对部分网站的网上调查等方法收集相关材料，并采用实证研究方法总结、归纳出我国医药电子商务活动开展的现状及问题；在此基础上，结合电子商务的相关理论与实践，利用规范研究的方法最终给出医药企业开展电子商务的一般策略。以实现为医药企业开展电子商务活动提供建议和策略的研究目的。 全文共分五个部分。第一部分为前言。阐述了美国新经济的基本特征以及新经济赖以生存和发展的技术手段--信息技术，以及信息技术及其产业并与传统产业的整合作为其发展的基础性特征，特别是以电子商务的广泛应用作为其必然手段及依据。第二部分为电子商务概述。阐述了电子商务的基础理论，包括电子商务的概念，发展状况及趋势，功能、作用和影响，电子商务的应用模式，相关技术，以及与此相关的法律等问题。第三部分为我国医药电子商务发展的状况及存在的问题。阐述了医药企业开展电子商务的基本理由，医药企业开展电子商务的现状，特别是医药电子商务试点单位的建设情况，以及我国医药电子商务的政策背景和规范状况，同时提出制约我国医药电子商务发展的一般性问题。第四部分为医药企业电子商务活动的开展及策略。阐述了我国医药企业开展电子商务活动的总原则和基本发展阶段以及电子商务开展的一般逻辑步骤，同时给出了医药企业在电子商务开展过程中的策略，包括：电子商务的模式选择策略，接入Internet的策略，网页设计策略，B2B医药商务模式的网站开发策略，电子商务解决方案的选择策略，中小型医药企业的电子商务策略和网络广告、E-Mail营销、客户关系管理及网络调查等医药企业网络营销策略。第五部分为基本结论。提出了电子商务是一种新兴的先进的商务模式，医药电子商务势在必行：医药电子商务的试点工作已经展开且非常必要，为医药电子商务的发展奠定了基础；医药企业要积极开展电子商务，但切忌一哄而上，坚持积极稳妥、循序渐进的原则和医药企业开展电子商务时要依据形势和自身特点，选择合适的发展策略等基本研究结论。更多还原

【Abstract】 Through looking up the documents, checking in the Internet, looking through the Web page and investigating on some Web sites in the Internet, This article summarized the situation of our pharmaceutical enterprises in developing Electric Commerce (EC) and problems existing in the course of doing it. On the basis of which, connecting with the relative theory and practice on EC, The article gives out the general tactics on how to develop EC for pharmacy enterprises. Its final objection is to give advice and tactics to our pharmacy enterprise on developing EC.The article includes five parts: The first part is foreword. It states the main characteristic of American New Economy and technical methods, which this economy depends on to exist and develop, that is Information Technology (IT). In this part, it also pointed out that IT and its relative enterprise connected with traditional enterprise is the basic characteristic, especially, the wide use of EC should be its main ways and accordance.The second part is the outline of EC, including the concept, developing stations and trend, functions, affections, mode, relative technology and the relative law as well.The third part is about the situation and existing problems about our pharmacy enterprises developing EC. This part states the basic theory and stations, epically the situation on some trial, the-2-background of policy and standard conditions, it also pointed out the general problems restricting the developing of EC in our pharmacy enterprises.The fourth part is about the development and tactics on EC in pharmacy enterprises, it states the general rules and logical process on EC; meanwhile, it also gave out the tactics on developing EC for pharmacy enterprises to do so. It includes, the choice tactics on EC mode, tactics on connecting with the internet, tactics on designing the Web page, developing tactics on Web sites of B2B commercial mode, choice tactics on methods to resolve EC, commercial tactics and Internet Advertisement on mid-small pharmacy enterprises, E-mail marketing, CRM (Consumer Relationship Management) and investigation in Internet, etc.The fifth part is the conclusion. It contains:(l) EC is such a new commercial mode that pharmacy enterprises must develop it urgently;(2) The trials have been set up in pharmacy enterprises, which became more and more important, it founds the basis on developing pharmacy EC;(3) It should be forbidden for pharmacy enterprises to gather in EC, if they want to develop EC actively. They should abide by active and safe rule; and (4) They should choice developing tactics, which suit for themselves according to the situation and their own characteristic.更多还原