考虑CSR的数字医疗平台定价策略研究
Research on Pricing Strategies of Digital Health Platforms Considering CSR

数字医疗平台企业社会责任(CSR)问题日益凸显，成为亟待解决的重要课题。文章基于双边市场理论构建由一个数字医疗平台提供在线医疗服务的系统，研究平台在考虑政府补贴情况下的CSR策略和定价策略，并进行仿真分析。结果表明：(1) 数字医疗平台CSR投入能够优化服务定价提升患者数量，但不利于医生数量，而政府补贴会刺激医患规模的双重增加。(2) 尽管CSR投入会提高数字医疗平台的运营成本，但也能促进整体效益的逆势上扬，实现经济效益和社会效益的双赢。(3) 政府补贴能够促进数字医疗平台CSR投入和定价水平的同步上涨。(4) 政府补贴能够显著增强患者效益，提升患者满意度和信任度。
The issue of corporate social responsibility (CSR) of digital medical platforms has become increasingly prominent and has become an important issue to be solved urgently. Based on the two-sided market theory, this paper constructs a system of online medical services provided by a digital medical platform, studies the CSR strategy and pricing strategy of the platform under the condition of considering government subsidies, and conducts simulation analysis. The results show that: (1) The CSR investment of digital medical platform can optimize service pricing and increase the number of patients, but it is not conducive to the number of doctors, and government subsidies will stimulate the double increase of doctor-patient scale. (2) Although CSR investment will increase the operating cost of the digital medical platform, it can also promote the overall benefit to rise against the trend and achieve a win-win situation of economic and social benefits. (3) Government subsidies can promote the simultaneous increase in CSR investment and pricing level of digital medical platforms. (4) Government subsidies can significantly enhance patient benefits and improve patient satisfaction and trust.