目的：探讨B2C医药电子商务企业经营管理过程中的问题和改进措施，以促进其发展。方法：初步构建一个包括5 个一

级指标、28 个二级指标的指标体系，利用德尔菲法对16 位专家进行两轮问卷调查，以专家对每个指标的重要性程度、熟悉程度、判

断依据进行实证打分，构建绩效评价指标体系。利用模糊综合评价法对企业绩效进行客观分析和评定。以Y企业为例，对其绩效

评定结果进行分析。结果与结论：构建了具有5 个一级指标、24 个二级指标的指标体系，两轮调查的专家平均权威程度均为0.76

（＞0.70），表明调查结果可信。目前对B2C医药电子商务企业的绩效影响较大的是企业在财务和推广方面的表现。Y企业在利

润增长、网站稳定和安全、供应商的开发与保持等方面表现优异，然而在员工满意度、客服的专业服务、物流配送质量等方面表现

不足。建议B2C医药电子商务企业自建物流，实行全程监控，以提高物流配送质量；加强对员工产品和医药知识培训的投入，引入

具有医药学教育背景的人才，以提高客服的专业性；调查员工对企业工作环境、工作群体、工作内容等的满意度，调整企业制度或

与员工进行沟通疏导，以提高员工的满意度。

OBJECTIVE：To explore the problems and improvement measures in the process of operation and management of

B2C pharmaceutical E-commerce enterprise，and to promote their development. METHODS：The performance evaluation index system

was built preliminarily，including 5 first-level indexes and 28 second-level indexes. Questionnaires survey was conducted

among 16 experts by Delphi method，and the weight of every index was calculated by experts according to importance，familiarity

and reference. The company performance was analyzed and judged objectively by fuzzy comprehensive evaluation method. The results

of Y enterprise performance evaluation were empirically analyzed. RESULTS & CONCLUSIONS：The performance evaluation

index system has been built，including 5 first-level indexes，24 second-level indexes. Average expert authority degree of two rounds

survey is 0.76（＞0.70），showing survey result is credible. The performance of the company in the finance and popularization have

more influence to the performance of B2C pharmaceutical E-commerce enterprise. The performance of Y company is outstanding in

profit growth，site stability and security，suppliers development and maintain and other aspects；however，it is not good enough of

performance in employee satisfaction，customer professional services，logistics and distribution quality and other aspects. It is suggested

to establish logistics by B2C pharmaceutical E-commerce enterprise themselves，carry out whole-course monitoring to improve

the quality of logistics and distribution；increase product and pharmaceutical knowledge training input and introduce talent

with the background of medical education so as to strengthen professional service；survey the satisfactory degree of staff to working

environment，working group，working content and other aspects，and adjust enterprise system or communicate with staff in order

to improve satisfactory degree.