GUO Peiqiang, LI Zhiwen, XIA Peng, ZHOU Tai
Accepted: 2025-07-20
This study adopts a game-theoretic model to examine the strategic decisions of physical pharmacies regarding participation in a pharmaceutical platform that offers two delivery modes: traditional non-technical delivery (NTD) and technical delivery (TD). A benchmark model was established to analyze the operational choices of pharmacies before and after joining the platform, focusing on drug variety, logistics pricing, and profitability under each delivery mode. The research results show that when the logistics distribution cost is low, physical pharmacies will choose to join the pharmaceutical platform. At this time, the TD mode provides more drug types than the NTD mode, and the overall profit is higher, so the TD mode should be adopted; when the logistics distribution cost is at a medium level, any of them can be adopted; when the logistics distribution cost is high, neither mode will be chosen. In addition, the number of physical pharmacies will not affect the types of drugs before joining the platform, and when the number of pharmacies is small, there is no obvious difference in the optimal profit between the two modes. However, when physical pharmacies join the medical platform, as the number of pharmacies increases, the TD model will gain more profits, and when larger physical pharmacies join the platform, it will be beneficial to both parties and can achieve Pareto improvement. By further exploring the competition among platforms, it can be found that competition will intensify the contradictions between platforms, thereby reducing both their individual and overall profits.