Abstract: Based on the perspective that the pharmaceutical manufacturer and medical institution pay attention to consumer surplus at the same time, this paper, taking research and development innovation and medical insurance payment as endogenous factors that affect consumer utility, depicts the impact of social responsibility on equilibrium results in different decision-making models. The research shows that whether it is the whole pharmaceutical supply chain or the pharmaceutical manufacturers’ individual focus on social responsibility, it is beneficial to enhance the research and development innovation ability in the three kinds of decision-making models. In the non-cooperative decision-making model, enhancing the social responsibility of the pharmaceutical manufacturer can effectively control the wholesale and retail prices of drugs, increase the income of stakeholders and the surplus value of consumers, but it will weaken its own profitability. However, as the overall social responsibility of the supply chain increases, improving the level of social responsibility shared within the threshold is conducive to the value-added of the pharmaceutical manufacturer. The combination contract coordination strategy consisting of government subsidies, collaborative innovation, and collective procurement optimizes the pharmaceutical supply chain, which can effectively stimulate the power of innovation and increase overall social welfare.

Key words: social responsibility, research and development innovation, pharmaceutical supply chain, combination contract

摘要： 基于医药制造商和医疗机构同时关注消费者剩余视角，把研发创新和医保支付作为影响消费者效用的内生因素，刻画不同决策模型中社会责任对均衡结果的影响。研究表明：无论是医药供应链整体，还是医药制造商单独关注社会责任，都有利于提升研发创新能力；在非合作决策下，医药制造商积极履行社会责任可以有效地控制药品批发和零售价格，增加利益相关者的收益，提升消费者剩余价值，但是会削弱自身盈利能力。然而，在供应链整体社会责任增强时，医药制造商分担的社会责任程度在阈值内增加则有利于医药制造商实现价值的增值；“政府补贴+协同创新+集采低价”组合契约协调策略优化了医药供应链，能有效激发研发创新的动力，增加整体社会福利。

关键词: 社会责任, 研发创新, 医药供应链, 组合契约