互联网+的本质是互联,生产企业面向互联网的根本诉求就是建立起与消费者的直接联系,这是促使生产企业重塑与零售企业合作关系的源动力。近年来,为数不少的药品零售企业经历了互联网式的进化,从单纯的线下销售,到试探性的线上布局,再到方兴未艾的O2O,及至想象中的药房生态……事实上,整条药品供应链也在进行协同性的自我颠覆。对已经褪去神秘面纱的医药互联网+,处于供应链上游的药品生产企业的态度从被动参与逐渐转向主动拥抱,但无论是自建网络终端,抑或是联姻零售企业,绕不开话题的都是工商关系的 The essence of the Internet + is interconnection. The basic appeal of the producer to the Internet is to establish direct contact with the consumers. This is the source impetus for the manufacturer to reshape the cooperation with the retail enterprises. In recent years, a large number of pharmaceutical retailers have undergone Internet evolution, ranging from pure offline sales to tentative online layouts to the up-and-coming O2O and the imaginative pharmacy ecology ... In fact, Drug supply chain is also a collaborative self-subversion. For the pharmaceutical Internet that has been faded away, the attitudes of drug manufacturers in the upper reaches of the supply chain have gradually shifted from passive participation to active embrace. However, whether they are self-built network terminals or linked retail enterprises, Relationship