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   在疫情防控常态化的背景下，由于居家办公和居家隔离、减少外出等生活方式的改变，使得医药消费者的消费意识和消费习惯发生了很大的改变，如何实现远程诊疗、无接触购药、送药上门等成了医药企业不断思考的问题；在应用需求的牵引下，在5G、云计算、人工智能等新技术的驱动下，发展医药新零售成了未来产业发展的大趋势。医药是使用率低但必备的产品，不能通过市场营销产生药品的需求。近年来国内医药行业新的模式起步较晚，还处于初步探索阶段，因此当前最关注的问题就是将药企内部优势发挥到最大化，同时摆脱陈旧思想。本研究基于以上问题，结合当前国内的互联网背景，通过研究线上线下融合的销售方式，重点探讨新零售背景下医药行业销售的商业模式如何优化。

    本论文通过对新零售及商业模式等相关理论的梳理和整理，为本案例研究提供了理论依据，并用SWOT分析法分析了新零售背景对医药企业的影响和作用。本文在收集整理兰州佛慈制药最新数据资料的基础上，采用魏朱六要素全面展现了兰州佛慈制药的商业模式，同时发现了现有模式中存在的问题，探索出在新零售背景下适合兰州佛慈制药发展的商业模式优化路径和创新的策略。医药企业是否可以健康的持续发展，与产品的质量、销售策略、服务以及消费者的态度都是戚戚相关的。随着时代进步消费者的需求也在不断改变，因此医药市场整体格局也有了新的变化。兰州佛慈制药在变化如此快的市场背景下想要脱颖而出，就需要紧跟时事在商业模式方面做出创新改革，旨在提升企业效益，增加企业核心竞争力。

    Under the background of the normalization of epidemic prevention and control, medical consumers' consumption consciousness and habits have changed greatly due to lifestyle changes such as home office, home isolation and reducing going out. How to realize remote diagnosis and treatment, non-contact drug purchase and home delivery have become the issues that pharmaceutical enterprises keep thinking about. Under the traction of application demand, driven by 5G, cloud computing, artificial intelligence and other new technologies, the development of new pharmaceutical retail has become the general trend of future industrial development. Medicine is a low utilization rate but essential product, can not generate drug demand through marketing. In recent years, the new model of the domestic pharmaceutical industry started late and is still in the preliminary exploration stage. Therefore, the current most concerned problem is to maximize the internal advantages of pharmaceutical companies and get rid of the old ideas. Based on the above problems and combined with the current domestic Internet background, this study focuses on how to optimize the business model of pharmaceutical industry sales under the new retail background by studying the sales mode of online and offline integration.

    This paper provides a theoretical basis for this case study by sorting out the related theories of new retail and business model, and analyzes the influence and effect of new retail background on pharmaceutical enterprises with SWOT analysis method. On the basis of collecting and sorting out the latest data of Lanzhou Foci Pharmaceutical co., LTD., this paper comprehensively presents the business model of Lanzhou Foci Pharmaceutical Co., LTD., using the six elements of Wei and Zhu, and at the same time discovers the problems existing in the existing model, and explores the business model optimization path and innovation strategy suitable for the development of Lanzhou Foci Pharmaceutical co., LTD. Under the new retail background. Whether pharmaceutical enterprises can develop healthily and continuously is closely related to product quality, sales strategy, service and consumer attitude. With the progress of The Times, consumer demand is also changing, so the overall pattern of the pharmaceutical market also has new changes. If Lanzhou Foci Pharmaceutical wants to stand out in such a fast-changing market, it needs to follow up with current events to make innovative reforms in the business model, in order to improve corporate benefits and increase the core competitiveness of the enterprise.