所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/1208
案例名称：京卫元华医药公司：线上和线下业务应当如何协同经营？
译名：Jing Wei Yuan Hua Pharmaceutical Technology Co., LTD: How to Integrate Online and Offline Business?
案例作者：黄劲松、庄丽、张明立
作者单位：北京航空航天大学
中文摘要：本案例描述了京卫元华医药公司的线下实体药店和线上网络药店之间的经营冲突问题。该公司获得了国内第一个网络药店许可证，但在实体店的基础上开设网店并非一件容易的事情，实际经营过程中线上和线下业务出现了组织结构、产品配置、存货、配送、客源等等多种冲突，如何兼顾两方的利益，并使线上和线下业务协同经营是摆在公司管理层面前的关键问题……
英文摘要：This case discusses conflicts between online and offline business in Jing Wei Yuan Hua pharmaceutical Co., LTD. Although the company was granted the first domestic online pharmacy license, but opening an online business is not an easy thing even it is based on offline physical stores. A variety of conflicts between online and offline business emerged in the fields of organization structure, product configuration, inventory, delivery, customers, etc. How to balance the interests of both sides, and integrate online and offline business is the critical issue that the company's managers have to face.
中文关键词：医药公司；京卫元华；线上与线下冲突；协同经营；2013百优案例
英文关键词：Pharmaceutical company; Jing Wei Yuan Hua; Online and offline conflict; Synergic management
案例入库时间：2013-08
