互联网+背景下医药电商直播的现实挑战与优化策略
Realistic Challenges and Optimization Strategies of Pharmaceutical E-Commerce Live Streaming under the Background of “Internet+”

医药电商渠道是近年来快速发展的一个新兴渠道，它是信息技术和医药产业深度结合的产物，目前正处于高速发展期。医药电商直播模式的兴起有助于全民健康目标的实现，它提供了更便捷、可及性更高的医疗服务。这一模式巧妙融合了现代信息技术的高效便捷与医药产业的专业严谨，极大地丰富了医疗服务的供给方式，满足了多元化、个性化的健康需求。然而，在大力推行直播卖药的同时也凸显出一些问题，从而影响直播医药电子商务模式的良好运营。对此，文章从医药电商直播的发展前景出发，旨在分析目前医药电商直播运营模式中存在的问题，为医疗服务供给的优化与全民健康目标的实现提供建议策略。
Pharmaceutical e-commerce channel is an emerging channel that has developed rapidly in recent years, it is the product of the deep combination of information technology and the pharmaceutical industry, and is currently in a high-speed development period. The rise of the pharmaceutical e-commerce live mode helps the realization of the goal of universal health, which provides more convenient and accessible healthcare services. This model skillfully combines the efficiency and convenience of modern information technology with the professional rigor of the pharmaceutical industry, greatly enriching the supply of medical services and meeting the needs of diversified and personalized medical services. However, while vigorously promoting the live selling of medicines, some problems have also been highlighted, thereby affecting the good operation of live pharmaceutical e-commerce model. In this regard, the article starts from the prospect of the development of pharmaceutical e-commerce live broadcasting, aims to analyze the problems existing in the current pharmaceutical e-commerce live broadcasting operation mode, and provides suggestions and strategies for the optimization of the supply of medical services and the realization of the goal of universal health.