Research on Drug Supply Chain Channel Strategies Considering Consumer Preferences and Medical Insurance

Considering the impact of consumer preferences, medical insurance, offline travel costs, and convenience of online channels on consumer purchasing behavior through different channels, a Stackberg game model for single and dual channels in the drug supply chain is constructed from the perspective of consumer utility theory to analyze the impact of consumer preferences, medical insurance, and offline channel costs on pricing and profits of drug manufacturers and retailers through different channels. Research has found that an increase in consumer preferences for online channels is more beneficial for drug manufacturers and has a smaller impact on drug retailers; The increase in the proportion of medical insurance reimbursement and the decrease in the proportion of consumer self payment are beneficial for both drug manufacturers and drug retailers, and have a greater impact on their offline channels; The gradual increase in offline travel costs for consumers will lead them to switch to drug manufacturers' online channels.