摘要近年来，随着互联网上网络购物的兴起,网络营销越来越成为各行各业不可缺少的一种重要的营销方式。药品的网络营销也越来越受到传统企业的重视。然而，由于政策限制、消费者习惯、网络药店信任问题、以及药品的自身特点等因素限制，药品的网络营销还处于起步阶段。43932

本文首先从药品网购的平台形式、产品和价格、医药企业环境分析、物流配送、消费者信任、政策限制六个角度，分析我国药品网络营销的现状和存在的问题。然后借鉴结合4P以及4C营销理论，根据药品自身的特点和消费者网购药品行为的影响因素，提出更适合药品的网络营销策略及方法，包括瞄准消费者需求策略，最优价格策略，双向沟通策略等等。本文对于药品企业选择适合自身的营销方法具有借鉴意义，能够帮助他们发展网络营销业务，增加网络营销的销售额。

Abstract

In recent years, with the rise of online shopping, network marketing has become an indispensable marketing method in all works of life. The network marketing of the drug is also getting more and more attention. However, due to policy restrictions, consumer habits, the network pharmacy trust issues, as well as the characteristics of drug itself, the network marketing of drugs is still in its infancy.

This thesis will analyze present situation and existing problems of drugs network marketing from six perspectives of online shopping platform of drugs, pharmaceutical enterprises environment, logistics distribution, consumer trust, policy restrictions. Then by combining 4P and 4C marketing theories and according to the characteristics of the drug itself and factors influencing consumers' online shopping behavior of drugs, the author will propose more proper network marketing strategies and methods for drugs, including strategy aimed at consumer demands, optimal price strategy and two-way communication strategy and so on. This thesis is available for reference when drugs enterprises choose network marketing strategies and methods and will helps them develop network business and increase online sales. 

毕业论文关键词：药品； 网络营销； 消费者需求；差异化定价

Keyword:  medicine； network marketing； consumer demand； the differential pricing

目    录

1. 引言 5

1.1 研究背景与意义 5

1.2 研究目标 6

1.3 研究内容 6

1.4 本文的创新点 6

2. 文献综述 6

2.1 关于网络营销策略研究 6

2.2 关于国内药品营销研究 7

2.3 国外药品网络营销的现状 8

2.4 国内外研究的不足 8

3. 我国药品B2C模式网络营销的现状 9

3.1 我国药品B2C模式网络营销平台的形式 9

3.2 医药企业环境分析 10

3.3 产品和价格 11

3.3.1 主营产品 11

3.3.2 价格 12

3.4 物流配送 12

3.5 消费者信任 12

3.6 政策限制分析 14

4. 药品B2C模式网络营销的策略 15

4.1 产品策略