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论文编号：	14603
作者编号：	2120223721
上传时间：	2024/6/4 14:35:13
中文题目：	Y连锁药店O2O商业模式优化研究
英文题目：	Research on O2O Business Model Optimization of Y Chain Pharmacy
指导老师：	刘彦平
中文关键字：	连锁药店；O2O；商业模式；商业模式画布
英文关键字：	Chain Pharmacy; O2O; Business Model; Business Model Canvas
中文摘要：	随着高质量发展扎实推进，中国式现代化谱写全新华章。“三医”协同战略取得一定成效，但也存在药品零售行业内部竞争加剧、企业淘汰率攀升、市场逐渐饱和的趋势。药品零售企业之间的竞争，是商业模式的全方位、多角度竞争。目前我国药品零售企业竞争达到白热化阶段，头部企业市场占有率、年销售总额较为接近。然而，大多数药品零售企业的商业模式较为相似，均采用积极扩张的发展策略，药店数量多但质量不高，企业在激烈市场竞争中无法占据优势地位，其商业模式需要得到系统优化。基于此，为推动我国药品零售行业健康有序发展，需要系统研究药品零售企业的商业模式。 本研究采用案例研究法，以药品零售连锁企业——Y连锁药店，作为典型案例进行深入研究。首先，介绍连锁经营、O2O模式、商业模式、商业模式画布的基本概念及相关理论，梳理并分析商业模式构成要素。其次，陈述Y连锁药店的公司简介、主营业务，阐述药品零售行业发展现状，分析药品零售行业发展趋势，从政治、技术、经济、社会四个角度进行宏观环境分析，从价值创造、价值传递、价值获取三大方面深入分析Y连锁药店商业模式现状及存在问题。再次，针对存在问题，提出基于画布模型的Y连锁药店O2O商业模式优化方案：价值创造优化，包括价值主张、核心资源、关键业务、重要伙伴四个角度；价值传递优化，包括客户细分、渠道通路、客户关系三个角度；价值获取优化，包括成本结构、收入来源两个角度。最后，为保证Y连锁药店O2O商业模式优化方案顺利实施，提出商业模式优化方案四大保障措施，包括调整组织架构、加强资金支持、提升人才储备、巩固系统保障。 通过对Y连锁药店O2O商业模式的优化研究，以期帮助Y连锁药店克服市场不利因素，充分利用企业优势，线上线下融合发展，实现医药新零售体系高效运行。同时，本研究相关成果也为其他药品零售连锁企业提供可参考的案例，帮助其他企业实现商业模式的优化，进而推动药品零售行业高质量发展。
英文摘要：	With the solid advancement of high-quality development, the Chinese path to modernization has written a brand-new chapter. The collaborative strategy of "Three Medicine" has achieved certain results, but there are also trends of intensified internal competition in the pharmaceutical retail industry, rising corporate exit rates, and a gradual market saturation. The competition among pharmaceutical retail enterprises is a comprehensive and multi-faceted competition in business models. Currently, the competition among pharmaceutical retail enterprises in China has reached a white-hot stage, with the market share and annual sales of leading enterprises being relatively close. However, most pharmaceutical retail enterprises have similar business models, adopting an aggressive expansionary development strategy. Although there are many pharmacies, their quality is not high. These enterprises cannot gain a dominant position in the fierce market competition, and their business models need to be systematically optimized. Based on this, to promote the healthy and orderly development of China's pharmaceutical retail industry, a systematic study of the business models of pharmaceutical retail enterprises is required. This study employs the case study method, focusing on the pharmaceutical retail chain enterprise, Chain Y Pharmacy, as a typical case for in-depth research. Initially, it introduces the fundamental concepts and related theories of chain operations, O2O models, business models, and the Business Model Canvas, as well as reviews and analyzes the constituent elements of business models. Subsequently, it presents a company profile and main business of Chain Y Pharmacy, elucidates the current state of the pharmaceutical retail industry, examines its development trends, conducts macro-environment analysis from four perspectives: political, technological, economic, and social, and deeply analyzes the current state and issues of Chain Y Pharmacy's business model from three aspects: value creation, value delivery, and value capture. Addressing the existing issues, it proposes an O2O business model optimization plan for Chain Y Pharmacy based on the Canvas model: optimization of value creation, encompassing four perspectives: value proposition, core resources, key businesses, and key partners; optimization of value delivery, covering three aspects: customer segmentation, channel pathways, and customer relationships; and optimization of value capture, including two perspectives: cost structure and revenue sources. Finally, to ensure the smooth implementation of the O2O business model optimization plan for Chain Y Pharmacy, it proposes four major safeguard measures for business model optimization, including adjustments to the organizational structure, strengthening financial support, enhancing talent reserves, and consolidating system guarantees. Through the optimization research on the O2O business model of Y-chain drugstores, the aim is to assist Y-chain drugstores in overcoming unfavorable market factors, fully leveraging corporate advantages, integrating online and offline development, and achieving efficient operation of the new pharmaceutical retail system. Additionally, the findings of this study also provide referable cases for other pharmaceutical retail chain enterprises, assisting them in optimizing their business models and thereby promoting the high-quality development of the pharmaceutical retail industry.
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