Date of Award
2025
Degree Type
Thesis
Degree Name
Doctor of Business Administration (DBA)
Abstract
医药B2B电商在医药流通产业链中扮演着至关重要的角色，通过数字化手段改变了传统的单一上下游供应链模式，降低了采购和销售环节的成本，并提升了流通效率。近年来，随着互联网信息技术的迅速发展，中国的电子商务技术取得了显著进步，许多医药流通公司逐渐将营销重心转向互联网销售，为医药B2B行业带来更多发展机遇。
然而，医药公域电商平台面临获客成本高、转化率低等问题，难以满足市场需求并提升企业竞争力。相比之下，医药私域电商平台能够实现精准触达、深度互动和高效留存，显著提升业绩。本研究基于一家医药私域电商平台-全药购，探索用户增长渠道和创新商业模式，以搭建医药流通企业与药店、诊所之间的高效交易平台。
本文基于AARRR（获取、激活、留存、收入、推荐）模型，结合文献检索、案例研究和数据分析，对全药购电商平台进行深入分析，探究其现状。通过问卷调查和数据收集分析，发现平台存在用户流失严重、销量下降等问题。从平台当前的运营现状出发，使用AARRR模型理论制定的用户生命周期管理，运用RFM（最近一次购买时间、购买频率、消费金额）模型进行分层管理。根据用户特征形成的画像，实施精准营销。此策略为全药购电商平台提供了一套有效的用户增长解决方案，希望也为医药B2B 电商行业的进步开拓新路径。预期能够提升医药流通企业的市场竞争力和盈利能力，推动行业健康发展。
B2B e-commerce plays a pivotal role in the pharmaceutical distribution industry chain. Through digital means, it has transformed the traditional single-channel supply chain model, reduced procurement and sales costs, and improved distribution efficiency. In recent years, with the rapid development of Internet information technology, China's e-commerce has seen significant advancements, leading many pharmaceutical distributors to shift their marketing focus towards online sales, providing more growth opportunities for the pharmaceutical B2B sector.
However, public domain pharmaceutical e-commerce platforms face challenges such as high customer acquisition costs and low conversion rates, making it difficult to meet market demands and enhance corporate competitiveness. In contrast, private domain pharmaceutical e-commerce platforms can achieve precise reach, deep interaction, and efficient retention, significantly improving performance. Based on a private domain pharmaceutical e-commerce platform, QuanyaoGou, this thesis explores user growth channels and innovative business models to build an efficient trading platform between pharmaceutical distributors and pharmacies or clinics.
This study is based on the AARRR (Acquisition、Activation、Retention、Revenue、Referral) model, combined with literature search, case studies, and data analysis, and conducts an in-depth analysis of the platform to explore its status. Through surveys and data analysis, we discovered that the platform was experiencing significant user churn and declining sales. Based on the platform's operational status, we implemented user lifecycle management using the AARRR model and tiered management using the RFM（Recency、Frequency、Monetary）model. We also implemented precision marketing based on user profiles. This strategy provides an effective user growth solution for the Quanyaogou e-commerce platform and hopefully paves a new path for advancement in the pharmaceutical B2B e-commerce industry. Findings from this thesis are expected to help improve the market competitiveness and profitability of pharmaceutical distribution companies and promote the healthy development of the industry.
Keywords
医药私域电商, 私域流量, AARRR模型, 用户画像, 精准营销, Pharmaceutical e-commerce, Private domain traffic, AARRR model, User profiling, Targeted marketing
Language
Chinese (Simplified)
Copyright
The copyright of this thesis is owned by its author. Any reproduction, adaptation, distribution or dissemination of this thesis without express authorization is strictly prohibited.
Recommended Citation
黄全溪 (2025)。医药私域电商平台运营策略研究 (博士論文，香港嶺南大學)。檢自 https://commons.ln.edu.hk/otd_tpg/73/