Study On The Business Model Of Medical E-commerce Platform

The Pearl River area as one of the economically developed areas in China, together with a large number of pharmaceutical retail and internet drug sales enterprises.Among these enterprises mainly to small and medium enterprises, and are generally in a low-end and extensive business model. With the opening of the national pharmaceutical sales policy, foreign investment, BAT giants have entered, medicine retail and online sales enterprises is facing all kinds of difficulties and challenges. For example: small business scale, be short of funds, low gross margin etc.This paper studied case of KZJ. Through using business model theory, competitive analysis tools and other management knowledge, to analyze the business model strategy of pharmaceutical enterprises in the internet environment.The main body of this paper is divided into six parts. The first part is the introduction,which mainly introduces the background, purpose and significance of the research,research method and the logical relation of the article. The second part is a literature review, which summarizes the basic concepts used in this article, the relevant literature research results and analytical tools. Part three is the description of the case,it introduces the basic situation, development history and industry status of KZJ, and analysis the detailed of external and internal environment, found out industry competition situation and the enterprise existing key problems. Then it is the fourth part of the case analysis, it mainly analysis the business model of the nine parts, the formation of specific issues and reasons. The fifth part is the key to solve the problem of KZJ in the business model of the proposed specific suggestions and solutions, and its business model is summarized. The last part summarizes the business model for developing pharmaceutical business enterprise and the future research prospects of this article.The main conclusion of this paper is that pharmaceutical business enterprises only quickly establish the characteristics of the business model, relying on capital,customer experience as the foundation, in order to occupy a place in the fierce competition.