医药电商在线问诊服务的优化路径研究

Research on Optimization Pathways for Online Consultation Services in Pharmaceutical E-Commerce

摘要: 随着“互联网 + 医疗健康”的深度融合，医药电商平台的在线问诊服务已成为医疗服务体系的重要创新。本研究聚焦于B2C型医药电商的在线问诊服务，以双边市场理论和信任构建模型为分析框架，系统剖析其发展困境与优化路径。首先界定了B2C医药电商与在线问诊服务的核心内涵，阐述了理论框架的应用逻辑。然后深入剖析了监管与合规性挑战、医患信任与服务质量鸿沟、数据安全与盈利模式冲突的困境。最后构建多层次监管与行业自律协同体系、实施以信任为核心的全流程服务升级、探索兼顾安全与创新的数据治理与商业模式的优化路径。本研究认为在线问诊服务的可持续发展，关键在于平衡医疗的专业性、商业的可持续性与用户的信任感，为构建更稳健的“医–药–患”数字生态提供理论参考与实践指引。

Abstract: With the deep integration of “Internet Plus Healthcare”, online consultation services on pharmaceutical e-commerce platforms have become a significant innovation within the healthcare service system. This study focuses on online consultation services provided by B2C pharmaceutical e-commerce platforms. Using a bilateral market theory and trust-building model as the analytical framework, it systematically analyzes the development challenges and optimization pathways. First, it defines the core concepts of B2C pharmaceutical e-commerce and online consultation services, explaining the application logic of the theoretical framework. It then delves into the challenges posed by regulatory and compliance issues, the gap between doctor-patient trust and service quality, and the conflict between data security and profit models. Finally, it proposes an optimization pathway: establishing a multi-tiered regulatory and industry self-discipline coordination system, implementing trust-centered end-to-end service upgrades, and exploring data governance and business models that balance security and innovation. This study concludes that the sustainable development of online consultation services hinges on balancing medical professionalism, commercial viability, and user trust, providing theoretical reference and practical guidance for building a more robust “doctor-pharmaceutical-patient” digital ecosystem.