中国的医疗行业发展长期存在着医药支出高、医疗效率低、医疗资源分配不均及消 费者体验差四大方面的问题。医药电子商务能让消费者享受到价格实惠、信息透明及过 程便捷等的好处，提高购药体验。国家电子商务“十三五”发展规划相关政策的推动， 移动支付的不断普及，发展移动电子商务已进一步扩展到医药行业。 本文根据可行性研究的理论和方法对以传统连锁药店为主营业务的 G 公司其中的 医药移动电子商务平台项目进行可行性分析。首先，从行业发展趋势，企业自身发展， 国家政策支持推动等方面分析了现阶段公司开展项目的必要性。然后，通过对市场机会 与环境、目标市场及竞争对手的分析，介绍项目商业模式和盈利模式，结合移动电子商 务平台的优势，分析本项目的市场可行性。通过阐述平台推广、产品、供应链等策略， 技术对策及项目人员规划安排等验证项目运营和团队的可行性。在考虑市场和运营的可 行性前提下，运用财务评价的理论工具和评价体系，对项目投资费用和项目投资效益进 行合理估算及预测，对项目进行财务分析，得出本项目内部收益率高（50%），投资回收 期短（3.06 年）；同时，通过敏感性分析，得出项目投资额、平台注册用户数的转化率及 活跃用户的月复购率等为影响项目经济效益的主要因素。提出项目决策时，需要关注在 不影响项目效果的前提下，应尽可能控制投资额；通过精准营销、加大推广力度等，增 加平台注册用户的转化率；配备专业服务队伍，突显其渗透性服务的竞争性，提高平台 活跃用户的月复购率。从而对项目的财务可行性进行论证；针对项目实施过程中可能出 现的政策、市场、管理及资金等风险进行合理预测、识别和分析，并提出相应的对策。 最后，通过综合分析得出了项目可行的结论。 综上所述，本文针对医药移动电子商务的特点，以项目管理理论为基础，结合项目 投资效益分析的方法，以研究 G 公司医药移动电子商务平台项目可行性为案例，建立可 行的“互联网+医药”新模式，为其他同类型项目的可行性研究提供相关的理论和案例 参考。 关键词，医药电子商务；移动电子商务；可行性研究；投资效益分析II ABSTRACT Thelong-standingpain points ofmedical development in China aremainlyin fouraspects: high medical expenditure, low medical efficiency, uneven distribution of medical resources and poor consumer experience. Pharmaceutical e-commerce brings benefits of affordable, information transparency and procedures convenience for consumers, which improves their purchasingexperience. Pushedbythe13th Five-YearPlanpolicyofthenational e-commerce, and mobile payment has been more and more popular, the development of mobile e-commerce has been further extended to the pharmaceutical industry. Based on the theory and method of feasibility study, this paper analyzes the feasibility of pharmaceutical mobile e-commerce platform project of G company which is mainly engaged in chain drugstores. First of all, from the industry trends, the development of their own enterprise, the promotion of national policy support, to analyze the necessity for the company project at thepresent stage.Then,through the analysis of market opportunities and environment, target market and competitors, to analyze the market feasibility of this project by introducing the business model and profit model of the project, and combing with the advantage of the mobile e-commerce. Through the exposition of platform promotion, product, supply chain and other strategic planning, technical strategies and layout and arrangement on project staff, to verify the feasibility of project operations and team. Under the premise of considering the feasibility of the market and operation, this paper uses the theoretical and evaluation system of financial evaluation to make a reasonable estimate and forecast of the project investment cost and the project investment benefit, and makes the conclusion that the internal rate of return of the project is high (50%) while the investment recovery time is short (3.07 years), meanwhile makes uncertainty analysis of financial risk to the project, to find out the main sensitive factors include total capital, customer conversion rate, repurchase rate that affect the economic efficiency, and suggests that control the amount of investment but doesn’t affect the effectiveness of the premise, increase marketing efforts through precision marketingto increase the conversion rate of registered users of the platform, Equipping with a professional service team to increase the re-purchase rate of platform users. Thus, to demonstrate the financial feasibility of the project. To make reasonable prediction, identify and analyze the risks such asIII policies, market, management and funds that may occur during the implementation of the project, and propose corresponding measures and suggestion. Finally, through the comprehensive analysis, we can make a conclusion that this project is feasible. In summary, according to the characteristics of pharmaceutical mobile e-commerce, based on the project management theory and the method of project investment benefit analysis, this paper studies the feasibility of G company's pharmaceutical mobile e-commerce platform project as a case, establishes a viable new model of Internet plus pharmaceutical , and provides the corresponding theoretical and case reference for the feasibility study of other similar projects. Key words: pharmaceutical e-commerce/ mobile e-commerce/ feasibility study/ investment benefit analysisIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪论 ..........................................................................................................................1 1.1 研究背景和意义.......................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述...................................................................................................................... 3 1.2.1 医药电子商务........................................................................................................... 3 1.2.2 移动电子商务........................................................................................................... 5 1.2.3 项目可行性............................................................................................................... 6 1.3 研究方法和内容.......................................................................................................... 8 1.4 报告框架结构.............................................................................................................. 8 第二章 项目背景与概况 ....................................................................................................10 2.1 项目背景.................................................................................................................... 10 2.1.1 国家政策推动医药行业的发展............................................................................. 10 2.1.2 医药电子商务市场移动端的发展现状................................................................. 10 2.2 项目概况.................................................................................................................... 12 2.2.1 G 公司近三年财务状况分析.................................................................................. 13 2.2.2 项目建设内容......................................................................................................... 14 2.2.3 平台建设功能......................................................................................................... 15 2.3 项目建设的必要性.................................................................................................... 16 2.4 本章小结.................................................................................................................... 16 第三章 项目市场可行性分析 ............................................................................................18 3.1 行业发展现状............................................................................................................ 19 3.1.1 市场机会与环境分析............................................................................................. 21 3.1.2 目标市场分析......................................................................................................... 22 3.1.3 竞争对手分析......................................................................................................... 23 3.2 医药电商市场可行性分析........................................................................................ 24 3.2.1 商业模式................................................................................................................. 24V 3.2.2 盈利模式................................................................................................................. 25 3.2.3 预计收益................................................................................................................. 26 3.3 G 公司医药移动电子商务平台项目的优势 ............................................................ 26 3.3.1 消费者购药更为合理化......................................................................................... 26 3.3.2 扩充消费者的购药方式......................................................................................... 26 3.3.3 便于推广使用......................................................................................................... 27 3.4 本章小结.................................................................................................................... 27 第四章 项目运营与团队分析 ............................................................................................28 4.1 营销产品策略............................................................................................................ 28 4.2 供应链策略................................................................................................................ 30 4.3 技术对策.................................................................................................................... 31 4.4 组织架构.................................................................................................................... 31 4.5 工作职责.................................................................................................................... 32 4.6 项目团队规划............................................................................................................ 33 4.7 本章小结.................................................................................................................... 33 第五章 项目投资估算与效益评估 ....................................................................................35 5.1 项目投资估算............................................................................................................ 35 5.1.1 建设期投资估算..................................................................................................... 35 5.1.2 试运营期投资估算................................................................................................. 36 5.1.3 经营期投资估算..................................................................................................... 37 5.2 资金筹措方式............................................................................................................ 38 5.3 项目的经济效益分析................................................................................................ 38 5.4 项目财务分析............................................................................................................ 39 5.4.1 投资回收期............................................................................................................. 41 5.4.2 净现值（NPV）..................................................................................................... 42 5.4.3 内部收益率（IRR）.............................................................................................. 42 5.5 敏感性分析................................................................................................................ 43 5.6 本章小结.................................................................................................................... 44 第六章 项目风险分析与对策 ............................................................................................45 6.1 政策风险及对策........................................................................................................ 45 6.2 市场风险及对策........................................................................................................ 46 6.3 管理风险及对策........................................................................................................ 47VI 6.4 资金风险及对策........................................................................................................ 47 6.5 本章小结.................................................................................................................... 48 结论..........................................................................................................................................49 报告研究的主要结论..........................................................................................................49 报告研究的局限性..............................................................................................................50