中文摘要：

以药品连锁零售企业为基础,以实体药店与网上药店之间的关联为切入点,提出了药品连锁零售企业多渠道运营的三种典型模式,结合实际案例详细阐述了三种模式的特征与适用情形,并根据中国药品零售市场的现实,分析了影响药品多渠道运营的主要因素,从企业、政府层面分别提出了相关的策略和措施。

英文摘要：

This paper proposes three typical multi-channel operation models of pharmaceutical retail chain enterprises taking the relationship between pharmacies and online pharmacies as point of cut-in based on the pharmaceutical retail chain enterprises. We combine actual cases to present the characteristics and its application environments of three typical multi-channel operation modes, respectively. Then, we analyze the main factors which influence multi-channel operation modes according to the reality of pharmaceutical retail market in China,and present relevant strategies and measures from the aspects of enterprise and government, respectively.