近年来，随着信息通信技术和互联网基础的迅猛发展，越来越多的人开始选择网购商品， 网络购物平台的选择已成为消费者网购商品时的重要选择途径，而B2B2C模式作为电商网络平 台的创新模式，为消费者网购商品提供了高效、便捷、快速的购物环境，国内外学者围绕电子 商务模式对医药行业、医药企业的影响进行大量的分析研究，但对于医药这样特殊的行业要充 分考虑消费者购买动机形成的主要调节机制，因此江苏TY医药公司要对已有电商模式作进一步 的研究。 本文以江苏TY医药公司B2B2C模式发展为例，在总结已有电商模式研究成果的基础上，首 先，验证了电商模式与消费者购买意向之间存在的对应关系；其次，将电商模式在医药行业、 医药企业中的应用进行了PEST、SWOT分析，并引入了B2B2C电商模式，构建了B2B2C模式平台， 针对功能设计上与消费者购买需求的影响关系，提出了相应解决措施；最后，通过B2B2C模式 实施的有效保障措施和具体效果，检验B2B2C模式的设计是否符合江苏TY医药公司的实际发展 需求。通过研究，本文得出以下结论：（1）江苏TY医药公司发展B2B2C电子商务，不仅仅依靠 政府的支持、配套完善的政策法规、产品价格的优势，还需要有效的对消费者进行正确的用药 指导、提供良好的售前售后服务、快速安全的支付体系、组织良好的商业结构、设计良好的网 络基储有效的广告宣传等众多方面因素；（2）结合江苏TY医药公司电子商务运营现状，找准 江苏TY医药公司B2B2C模式市场突破口，准确定位公司B2B2C模式竞争战略，明确竞争目标， 避免出现重大错误；（3）TY医药公司B2B2C模式的发展要做好人才岗位的设定、渠道的建设、 技术的支持以及物流体系建设等各环节的衔接。在目前医药政策没有特别变动的情况下，企业 重点应放在加强服务，完善经营结构和方法，树立良好的企业形象，以优质的服务赢取更多消 费者的信赖。 关键词：医药行业；电子商务；江苏TY医药公司；B2B2C模式 B2B2C模式在江苏TY医药公司中的应用研究 II ABSTRACT In recent years, with the rapid development of information and communication technology and Internet infrastructure, more and more people begin to choose online shopping products. The choice of online shopping platform has become an important choice for consumers to buy goods online. As an innovative mode of e-commerce network platform, B2B2C mode has improved the efficiency of online shopping for consumers. Convenient and fast shopping environment, scholars at home and abroad have done a lot of research and Analysis on the impact of e-commerce model on the pharmaceutical industry and pharmaceutical enterprises, but for such a special industry as medicine, we should fully consider the main regulatory mechanism of the formation of consumer purchase motivation, so Jiangsu TY Pharmaceutical Company should work on the existing e-commerce model. One step study. Taking the development of B2B2C model of Jiangsu TY Pharmaceutical Company as an example, on the basis of summarizing the existing research results of e-commerce model, this paper firstly verifies the corresponding relationship between e-commerce model and consumers'purchase intention; secondly, PEST and SWOT analysis are carried out on the application of e-commerce model in pharmaceutical industry and pharmaceutical enterprises, and B2B2C e-commerce model is introduced to build a B2B2C model platform. In view of the relationship between the function design and the consumer's purchase demand, the corresponding solutions are put forward. Finally, through the effective safeguard measures and specific effects of the implementation of B2B2B2C mode, the design of B2B2C mode is tested whether it meets the actual development needs of Jiangsu TY Pharmaceutical Company. Through the research, the following conclusions are drawn: (1) Jiangsu TY Pharmaceutical Company's development of B2B2C e-commerce depends not only on the advantages of government support, complete supporting policies and regulations, product prices, but also on effective drug guidance for consumers, providing good pre-sale and after-sale services, fast and safe payment system, well-organized business structure and well-designed. Good network foundation, effective advertising and many other factors; (2) According to the current situation of Jiangsu TY Pharmaceutical Company's e-commerce operation, find out the breach of Jiangsu TY Pharmaceutical Company's B2B2C model market, accurately locate the company's B2B2B2C model competition strategy, clear competition objectives, avoid major mistakes; (3) The development of TY Pharmaceutical Company's B2B2C model needs to do a good job in the setting of talent posts, setting 南京航空航天大学硕士学位论文 III up and making mistakes. Channel construction, technical support and logistics system construction links. In the absence of special changes in current pharmaceutical policies, enterprises should focus on strengthening services, improving business structure and methods, establishing a good corporate image, and winning more consumers'trust with high-quality services. Key words: Pharmaceutical industry；e-commerce；Jiangsu TY pharmaceutical companies；B2B2C model. B2B2C模式在江苏TY医药公司中的应用研究 IV 目 录 第一章 绪论 .......................................................................................................................................... 1 1.1选题背景及意义....................................................................................................................... 1 1.2国内外研究现状....................................................................................................................... 3 1.3研究内容、方法和技术路线 ................................................................................................... 6 1.3.1研究内容........................................................................................................................ 6 1.3.2研究方法........................................................................................................................ 6 1.3.3技术路线........................................................................................................................ 7 1.4论文结构 .................................................................................................................................. 8 第二章 基础理论 .................................................................................................................................. 9 2.1 PEST理论 ................................................................................................................................ 9 2.2 SWOT理论 ............................................................................................................................ 10 2.3电子商务模式......................................................................................................................... 12 2.3.1 B2B电子商务模式 ..................................................................................................... 12 2.3.2 B2C电子商务模式 ..................................................................................................... 12 2.3.3 B2B2C电子商务模式 ................................................................................................. 13 2.4 医药电商盈利模式 ................................................................................................................ 14 第三章 江苏TY医药公司电子商务情况分析 ................................................................................. 15 3.1江苏TY医药公司电子商务发展概况 ................................................................................. 15 3.1.1江苏TY医药公司简介 .............................................................................................. 15 3.1.2江苏TY医药公司电子商务发展情况 ...................................................................... 16 3.2 医药行业PEST分析 ............................................................................................................ 17 3.2.1政治环境...................................................................................................................... 17 3.2.2经济环境...................................................................................................................... 18 3.2.3社会环境...............................................