健康谣言扰动下考虑患者接受程度的药品双渠道供应链均衡决策

摘要/Abstract

摘要： 健康谣言的出现会导致患者非理性购买药品行为的激增，不同患者对谣言的认知和接受程度不同，则会产生差异化的购药策略。本文聚焦于由药品制造商、线下药店、网络直销平台和患者需求市场构成的双渠道供应链网络，建立了考虑患者的谣言接受程度、渠道偏好、医保报销比例、网购风险与患者效用的竞争博弈模型，刻画了药品双渠道供应链中各成员的最优行为，进而分析各因素对供应链均衡决策和最优利润的影响。研究结果表明：①随着患者对谣言接受程度的提高，相应渠道的药品交易量增加，药品的市场需求价格降低；②患者的渠道偏好会对相应渠道的药品交易量产生正向影响，扩大供应链网络的需求市场规模；③药店的医保报销比例提升会增加传统渠道的药品交易量，降低网络直销渠道的药品交易量，进而降低药品的市场需求价格，提高供应链的整体效益。

关键词: 药品双渠道供应链, 健康谣言扰动, 渠道偏好, 竞争博弈

Abstract: Health rumors mediate the purchasing behaviors of patient populations for Over-the-Counter(OTC) drugs, and differential patients have varying receptivity in health rumors, which brings about various drug purchasing strategies. This paper focuses on the dual-channel supply chain network consisting of pharmaceutical manufacturers, drugstores and patient demand market, and develops a non-cooperative game model in which the rumors receptivity, medical reimbursement, online-purchasing risk, patients' utility as well as channel preferences are included in the mathematical framework, so as to describe the decision-makers' optimum behavior and analyze the influence of these factors on supply chain's equilibrium strategies and benefits. The results show that: 1) As patients' receptivity to rumors increases, the trading volume in the corresponding channel increases and the trading price in the patient demand market decreases; 2) Channel preferences positively affect the trading volume in the corresponding channel and demand market size; 3) Higher reimbursement rates will increase traditional channel's trading volume and overall efficiency, and decrease the direct channel's trading volume.

Key words: drugs dual-channel supply chain, health rumors intervention, channel preference, competition games

陈希, 李欣. 健康谣言扰动下考虑患者接受程度的药品双渠道供应链均衡决策[J]. 管理评论, 2026, 38(1): 221-234.

Chen Xi, Li Xin. Drugs Dual-channel Supply Chain Equilibrium Considering Patients' Receptivity in Health Rumors' Intervention[J]. Management Review, 2026, 38(1): 221-234.

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