基于医保规制和消费者效用的双渠道医药供应链竞争策略
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摘要
医药消费者在面对双渠道零售时,会明显受到实体渠道医保报销政策的影响。基于这一现象,本文构建了同时考虑医保规制政策和消费者效用的双渠道医药供应链博弈模型,研究了医保报销比例和电商佣金比例对双渠道定价、供应链绩效以及社会福利的影响规律。研究结果表明:医药双渠道定价会同时随着平台收费标准和医保报销比例的增加而降低;医保报销比例的增加会提高社会福利、降低供应链绩效,同时会弱化网络渠道低价优势,能够有效抑制渠道蚕食现象;电商平台佣金比例的增加虽然在一定程度上提高了社会福利,但是会严重瓜分渠道利润,加剧渠道竞争,导致供应链绩效降低。
Medical consumers' buying behavior is significantly affected by medical insurance regulation policy applied in the entity channel,when facing dual-channel retailing. Based on this phenomenon,a dual-channel pharmaceutical supply chain model is constructed to analyze the impacts of medical insurance regulation policy and consumer utility on supply chains performance and social welfare in this paper. This study specifically analyzes the impacts of medical insurance reimbursement ratio and commission rate charged by e-tailer on dual-channel pricing,supply chain performance and social welfare. The result shows that pharmaceutical dual-channel prices simultaneously decrease with the charge standard of e-tailer and medical insurance reimbursement ratio. It shows as well,increment in medical insurance reimbursement ratio could not only improve the social welfare,but also reduce supply chain performance. Meanwhile,the reimbursement ratio weakens low cost advantage of network channel,thus restraining channel eroding phenomenon effectively. On the other hand,increment in commission rate charged by e-tailer can improve social welfare to a certain extent,whereas it can seriously encroach total channel profit and aggravate channel competition,leading to reduction of supply chain performance.
Medical consumers' buying behavior is significantly affected by medical insurance regulation policy applied in the entity channel,when facing dual-channel retailing. Based on this phenomenon,a dual-channel pharmaceutical supply chain model is constructed to analyze the impacts of medical insurance regulation policy and consumer utility on supply chains performance and social welfare in this paper. This study specifically analyzes the impacts of medical insurance reimbursement ratio and commission rate charged by e-tailer on dual-channel pricing,supply chain performance and social welfare. The result shows that pharmaceutical dual-channel prices simultaneously decrease with the charge standard of e-tailer and medical insurance reimbursement ratio. It shows as well,increment in medical insurance reimbursement ratio could not only improve the social welfare,but also reduce supply chain performance. Meanwhile,the reimbursement ratio weakens low cost advantage of network channel,thus restraining channel eroding phenomenon effectively. On the other hand,increment in commission rate charged by e-tailer can improve social welfare to a certain extent,whereas it can seriously encroach total channel profit and aggravate channel competition,leading to reduction of supply chain performance.
引文
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[6] Zhao J,Wei J,Li Y. Pricing decisions for substitutable products in a two-echelon supply chain with firms? different channel powers[J]. International Journal of Production Economics,2014,153:243-252.
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[9]姜璇,邓世名,李沿海.考虑线下渠道时销售商在团购网站上的最优销售策略研究[J].运筹与管理,2016,25(03):46-56.
[10]曲优,关志民,邱若臻,等.公平关切与损失规避对混合双渠道供应链订货策略的影响[J].管理学报,2017,14(01):129-138.
[11] Yang J Q,Zhang X M,Fu H Y,et al. Inventory competition in a dual-channel supply chain with delivery lead time consideration[J]. Applied Mathematical Modelling,2017,42:675-692.
[12] Li T,Zhao X,Xie J. Inventory management for dual sales channels with inventory-level-dep-endent demand[J]. Journal of the Operational Research Society,2015,66(3):488-499.
[13]赵秋红,朱少楠,李安楠.存在顾客购买转移的双分销渠道订货与库存转运策略[J].系统工程理论与实践,2014,34(06):1453-1461.
[14] Jeanpert S,Jeanpert S,PachéG,et al. Successful multi-channel strategy:mixing marketing and logistical issues[J]. Journal of Business Strategy,2016,37(2):12-19.
[15]范小军,刘艳.制造商引入在线渠道的双渠道价格与服务竞争策略[J].中国管理科学,2016,24(07):143-148.
[16] Wang L, Song H, Wang Y. Pricing and service decisions of complementary products in a dual-channel supply chain[J]. Computers&Industrial Engineering,2017,105:223-233.
[17]王瑶,但斌,刘灿,张旭梅.服务具有负溢出效应的异质品双渠道供应链改进策略[J].管理学报,2014,11(05):758-763.
[18] Pei Z,Yan R. National advertising,dual-channel coordination and firm performance[J]. Journal of Retailing and Consumer Services,2013,20(2):218-224.
[19] Xu G,Dan B,Zhang X,et al. Coordinating a dualchannel supply chain with risk-averse under a two-way revenue sharing contract[J]. International Journal of Production Economics,2014,147:171-179.
[20]徐广业,张旭梅.风险规避下基于价格折扣的双渠道供应链协调[J].系统管理学报,2016,25(06):1114-1120.
[21] Taleizadeh A A,Noori-Daryan M,Govindan K. Pricing and ordering decisions of two competing supply chains with different composite policies:a stackelberg gametheoretic approach[J]. International Journal of Production Research,2016,54(9):2807-2836.
[22] Cao E. Coordination of dual-channel supply chains under demand disruptions management decisions[J].International Journal of Production Research,2014,52(23):7114-7131.
[23]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(07):1672-1681.
[24] Heitz-Spahn S. Cross-channel free-riding consumer behavior in a multichannel environment:an investigation of shopping motives, sociodemographics and product categories[J]. Journal of Retailing and Consumer Services,2013,20(6):570-578.
[25]李锋,魏莹.异质消费者行为模式下的双渠道供应链系统协调与优化[J].系统管理学报,2015,24(05):762-768.
[26] Ganuza J J,Llobet G,Domínguez B. R&D in the pharmaceutical industry:a world of small innovations[J].Management Science,2009,55(4):539-551.
[27] Frutos M A,Ornaghi C,Siotis G. Competition in the pharmaceutical industry:how do quality differences shape advertising strategies?[J]. Journal of health economics,2013,32(1):268-285.
[28] Gray J V,Siemsen E,Vasudeva G. Colocation still matters:conformance quality and the interdependence of R&D and manufacturing in the pharmaceutical industry[J]. Management Science,2015,61(11):2760-2781.
[29] González P,Macho-Stadler I,Pérez-Castrillo D. Private versus social incentives for pharmaceutical innovation[J]. Journal of health economics,2016,50:286-297.
[30] Mintzes B,Barer M L,Kravitz R L,et al. Influence of direct to consumer pharmaceutical advertising and patients’ requests on prescribing decisions:two site cross sectional survey[J]. BMJ,2002,324(7332):278-279.
[31] Bala R,Bhardwaj P. Detailing vs. direct-to-consumer advertising in the prescription pharmaceutical industry[J]. Management science,2010,56(1):148-160.
[2] Wang Y. A brief analysis of favorable and unfavorable conditions for future development of pharmaceutical ecommerce in China[A]. Zhang R T, Zhang J L,Hensher D, et al. 2016 International Conference on Logistics,Informatics and Service Sciences(LISS)[C].Piscataway:IEEE,2016. 1-5.
[3] Mendoza R L. Internet medicine and pharmacies:Private choice,public risks,and healthcare business[J]. International Journal of Healthcare Management, 2014, 7(3):185-199.
[4] Food and Drug Administration(FDA). 2012. FDA campaign aims to protect consumers from the risks of fake online pharmacies:Survey data shows lack of confidence in purchasing drugs over the Internet. http://www. fda. gov/News Events/Newsroom/Press Announcements/ucm321470. htm. Retrieved 19 March 20.
[5] Abhishek V,Jerath K,Zhang Z J. Agency selling or reselling? channel structures in electronic retailing[J].Management Science,2015,62(8):2259-2280.
[6] Zhao J,Wei J,Li Y. Pricing decisions for substitutable products in a two-echelon supply chain with firms? different channel powers[J]. International Journal of Production Economics,2014,153:243-252.
[7] Li B,Chen P,Li Q,et al. Dual-channel supply chain pricing decisions with a risk-averse retailer[J]. International Journal of Production Research,2014,52(23):7132-7147.
[8] Xiao T,Shi J J. Pricing and supply priority in a dualchannel supply chain[J]. European Journal of Operational Research,2016,254(3):813-823.
[9]姜璇,邓世名,李沿海.考虑线下渠道时销售商在团购网站上的最优销售策略研究[J].运筹与管理,2016,25(03):46-56.
[10]曲优,关志民,邱若臻,等.公平关切与损失规避对混合双渠道供应链订货策略的影响[J].管理学报,2017,14(01):129-138.
[11] Yang J Q,Zhang X M,Fu H Y,et al. Inventory competition in a dual-channel supply chain with delivery lead time consideration[J]. Applied Mathematical Modelling,2017,42:675-692.
[12] Li T,Zhao X,Xie J. Inventory management for dual sales channels with inventory-level-dep-endent demand[J]. Journal of the Operational Research Society,2015,66(3):488-499.
[13]赵秋红,朱少楠,李安楠.存在顾客购买转移的双分销渠道订货与库存转运策略[J].系统工程理论与实践,2014,34(06):1453-1461.
[14] Jeanpert S,Jeanpert S,PachéG,et al. Successful multi-channel strategy:mixing marketing and logistical issues[J]. Journal of Business Strategy,2016,37(2):12-19.
[15]范小军,刘艳.制造商引入在线渠道的双渠道价格与服务竞争策略[J].中国管理科学,2016,24(07):143-148.
[16] Wang L, Song H, Wang Y. Pricing and service decisions of complementary products in a dual-channel supply chain[J]. Computers&Industrial Engineering,2017,105:223-233.
[17]王瑶,但斌,刘灿,张旭梅.服务具有负溢出效应的异质品双渠道供应链改进策略[J].管理学报,2014,11(05):758-763.
[18] Pei Z,Yan R. National advertising,dual-channel coordination and firm performance[J]. Journal of Retailing and Consumer Services,2013,20(2):218-224.
[19] Xu G,Dan B,Zhang X,et al. Coordinating a dualchannel supply chain with risk-averse under a two-way revenue sharing contract[J]. International Journal of Production Economics,2014,147:171-179.
[20]徐广业,张旭梅.风险规避下基于价格折扣的双渠道供应链协调[J].系统管理学报,2016,25(06):1114-1120.
[21] Taleizadeh A A,Noori-Daryan M,Govindan K. Pricing and ordering decisions of two competing supply chains with different composite policies:a stackelberg gametheoretic approach[J]. International Journal of Production Research,2016,54(9):2807-2836.
[22] Cao E. Coordination of dual-channel supply chains under demand disruptions management decisions[J].International Journal of Production Research,2014,52(23):7114-7131.
[23]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(07):1672-1681.
[24] Heitz-Spahn S. Cross-channel free-riding consumer behavior in a multichannel environment:an investigation of shopping motives, sociodemographics and product categories[J]. Journal of Retailing and Consumer Services,2013,20(6):570-578.
[25]李锋,魏莹.异质消费者行为模式下的双渠道供应链系统协调与优化[J].系统管理学报,2015,24(05):762-768.
[26] Ganuza J J,Llobet G,Domínguez B. R&D in the pharmaceutical industry:a world of small innovations[J].Management Science,2009,55(4):539-551.
[27] Frutos M A,Ornaghi C,Siotis G. Competition in the pharmaceutical industry:how do quality differences shape advertising strategies?[J]. Journal of health economics,2013,32(1):268-285.
[28] Gray J V,Siemsen E,Vasudeva G. Colocation still matters:conformance quality and the interdependence of R&D and manufacturing in the pharmaceutical industry[J]. Management Science,2015,61(11):2760-2781.
[29] González P,Macho-Stadler I,Pérez-Castrillo D. Private versus social incentives for pharmaceutical innovation[J]. Journal of health economics,2016,50:286-297.
[30] Mintzes B,Barer M L,Kravitz R L,et al. Influence of direct to consumer pharmaceutical advertising and patients’ requests on prescribing decisions:two site cross sectional survey[J]. BMJ,2002,324(7332):278-279.
[31] Bala R,Bhardwaj P. Detailing vs. direct-to-consumer advertising in the prescription pharmaceutical industry[J]. Management science,2010,56(1):148-160.