| With the ever-growing demand of network personal consumption in recent years, and the implementing of policies and regulations of Internet drugs trading, medical e-commerce field is still developing. Facing the upcoming e-commerce era, an emerging market, a kind of new mode, a group of new human being, what should those medical enterprises that are fighting heatedly in the traditional marketing field do to deal with? Undoubtedly, the electronic commerce is of great importance. Advantages, opportunities, challenges and risks all exist. It is only lacking enterprise practice. How is the market environment? Demand status? How should the enterprises position themselves? What are the enterprises'strategies and targets? How to build? How to apply? This thesis tries to solve all those above questions.In this thesis, the author takes Yunnan Panlong Yunhai Pharmaceutical Corporation as an example and puts forward a set of solutions for its e-commerce platform building and goals realizing through the understanding and analyzing of medical e-commerce combined with the specific features and advantages of this enterprise's commercial operation. In this thesis, starting from the enterprise internal and external environment analysis, the author firstly understands the industry characteristics and market pattern to make the demands of enterprises clear. Then according to the condition of some pre-existing e-commerce sites and existing problems, adjusting position, planning strategy, implementation and promoting. On the basis of those above, finally the author works out the OTC marketing strategies, website building and consumer loyalty program, the service support system and security strategy. Form a set of relatively complete strategy.The author hopes that through the exploration of the pharmaceutical industry e-commerce combining with enterprise traditional management mode, find workable solutions, and provide reference for those other enterprises that enter the electronic commerce market. |
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