This article introduces the development of the online pharmacies in China and analyzes the marketing mix strategies of product, price, place and promotion, which are widely implemented by online pharmacies (n1/4 44) in China. The perception and acceptance of consumers toward marketing mix of online pharmacies in China by software SPSS 13.0 is also surveyed in this study. Lastly this article builds a marketing mix model of online pharmacies and derives seven common factors from the 37 marketing mix factors, namely, personal sales and service, payment method channel, price, sales promotion, OTC drugs and health foods, non-drugs and advertising. © The Author(s) 2013.