4.3.3 信任度低................................................................................................... 30 4.3.4 潜在消费市场大,前景好........................................................................... 30 4.4 制约我国网上药店发展的因素分析 .................................................................. 31
4.4.1 不能销售处方药，不能用医保 ................................................................ 31 4.4.2 价格优势微弱，消费者没有得到实惠 .................................................... 31 4.4.3 第三方快递制约网上药店发展 ................................................................ 31 4.4.4 宣传力度不够，消费群体错位 ................................................................ 32 4.4.5 网上无证经营的药店扰乱市场 ................................................................ 32
第五章 发展我国网上药店的建议 .............................................................. 33
5.1 建立健全法律法规，保障消费者合法权益 ...................................................... 33 5.2 凭电子处方售处方药，支付可使用医保卡 ...................................................... 33 5.3 降低成本，充分发挥价格优势.......................................................................... 34 5.4 进一步提高物流配送能力 ................................................................................. 34 5.5 加大宣传力度 .................................................................................................... 34 5.6 加大对网上无证经营药店的打击力度 .............................................................. 35 5.7 网上药店与实体药店联动 ................................................................................. 35 5.8 公布执业药师信息 ............................................................................................. 36 5.9 为顾客之间提供一个交流的平台 ...................................................................... 36
结语 .............................................................................................................. 37 参考文献 ....................................................................................................... 38 攻读学位期间发表的论文 ........................................................................... 41 附录 .............................................................................................................. 42 致谢 .............................................................................................................. 47
摘 要
我国网上药店现状调查分析研究
摘 要
国家食品药品监督管理局于2005年制定公布了规范性文件《互联网药品交易服务审批暂行规定》，标志着网上药店开始合法的进入药品销售市场。这里的网上药店是指向个人消费者提供互联网药品交易服务的药品零售企业开办的网站。本研究通过对网上药店经营状况和消费者对网上药店的态度进行调查，分析网上药店利弊和市场前景，提出发展网上药店和打击无证经营的药店的建议，为推动我国网上药店健康快速发展出一份力。
首先我们通过查阅网络和学校图书资源，应用历史研究法来了解网上药店的发展历程；其次通过问卷调查方式，就消费者对网上药店的认知度及有售药资格的药店和无证经营的药店的经营状况作一个调查，对调查结果作统计分析；最后在统计结果的基础上，利用描述性研究对网上药店做客观的评价，并提出建议。
通过调查知，截止到2010年12月31日，我国一共有34家药品连锁零售企业获得网上售药的资格，大多数是规模较小的企业，其中只有18家在正常经营。除了1家，其它都还销售保健食品、医疗器械、药妆等等其它商品；药品价格一般都比实体店便宜，最高的可优惠超过20%；支付方式主要为支付宝等第三方支付，配送主要为第三方快递，有的可以消费者上门自提；很多网站消费额达到一定限度都有免邮或减邮优惠。
网上药店具有成本低、潜在消费者数量大、购买方便等优势，但同时也存在着不少问题，比如有的药店违规销售处方药，有的没有执业药师在线咨询，有的网站过度促销甚至促销处方药，还有的网站建设还不完善。大家都存在的问题就是配送条件达不到监管部门的要求，都没有自己的配送系统。目前网上无证经营的药店泛滥，它们有的是没有取得―双证‖的单体药店或小的连锁药店开办的，有的是没有药品经营资格的其他个人和组织所开，还有的只取得《互联网药品信息服务资格证》的网站也在网上卖药，更多的是发布虚假信息、销售假劣药品的假药店。这些药店严重扰乱了正常的网上药品市场。
目前消费者对网上药店的认知度还很低，网上购药者很少，购药量也少，还有不
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广东药学院硕士研究生论文
少人不知道可以通过网络买药。受传统网上购物的影响，消费者对网上药店的信任度很低，怕买到假劣药品。从目前网上购药情况看，大多数网上买过药的人还是比较满意疗效的。只要质量有保障，价格合理，售后服务好，很多消费者还是会选择网上购买药品。
针对网上药店的现状和存在的问题，我们提出了发展网上药店的相关建议，比如完善法律法规，规范市场秩序，保障消费者合法权益；公布执业药师信息，让消费者知道确实是有执业药师的；建立一个消费者互相沟通的平台，促进患者用药后的交流；完善配送体系，保证药品配送过程中的质量；加大宣传力度等等。
关键词：网上药店；经营状况；认知度；调查分析
II
Abstract
Investigation and Analysis of the Status
of Online Pharmacies in China
Yanping Deng（Pharmaceutics） Supervisor: Professor Lijuan Dang
Abstract
―The approve interim provisions of Internet drug transaction services‖ published by
SFDA in 2005,it marked online pharmacies entering pharmaceutical market legally.Online pharmacies are networks of retail chain enterprise which sell drugs individual consumers. The study analyze pros and cons and market outlook of online pharmacies by surveying operating status and consumers’ attitudes of which, propose recommendations on developing online pharmacies and cracking down on illegal enterprise for promoting healthy and rapid development of online pharmacies in China .
We ascertain the development of online pharmacies by referring to networks and school library resources firstly,then investigate operating status and consumers’ attitudes of online pharmacies by the questionnaire survey and make a statistical analysis,the last,make an objective evaluation and recommendations of the online pharmacies on the basis of the statistical results .
As of December 31,2010,ther are 34 retail chain enterprises have the qualifications of saling drugs on Interent,many of them are small.18 legitimate online pharmacies are normal operatin in China, 17 sell other commodities including health food, medical equipment and cosmetics besides drugs.Prices are generally cheaper than the entity stores and the highest discount can be over 20%.The main payment is the third-party way such as alipay and main distribution mode is the third-party delivery.Many sites have privilege of free or reduce postage If the spending reaches the limit.
Online pharmacies has advantages including low cost, large number of potential consumers and convenient purchase etc. as well as problems in selling prescription drugs, no licensed pharmacist online counseling,ionover-promotion, imperfect website building
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广东药学院硕士研究生论文
and have no their own distribution systems etc..Nowadays,the illegal pharmacies are proliferation on Interent.Some are single pharmacy or small chain pharmacy which have no license,some are individuals and organizations which have no management qualifications of drug，some have only ―qualification certificates of Internet drug information service‖,and the more are fake pharmacies which publish false information and selling counterfeit and inferior drugs. These pharmacies disrupted the normal online pharmaceutical market seriously.
Consumers still have very low awareness of online pharmacies, few buy drug on online Interent and consumption is very low. A lot of people do not know they can buy medicine through the network. Affected by the traditional online shopping, many consumers don’t trust online pharmacies, they worried to buy counterfeit and inferior drugs. Most of the people who bought drugs online are satisfied with the efficacy. Many consumers will buy drugs online as long as the online pharmacies have quality assurance, reasonable price and good post-sale service.
To aim directly at current situation and issues of online pharmacies,we put forward some proposals such as improve laws and regulations, standardize the market order, protect consumers' legitimate rights and interests; publish information of licensed pharmacist; establish a platform for consumers to communicate with each other; Improve the distribution system, ensure the quality of the drug during delivery and give full play to advantages of online pharmacies and so on.
Keywords: Online pharmacies;Operating status;Awareness; Survey and analysis
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