【摘要】：隨著中國(guó)經(jīng)濟(jì)的快速穩(wěn)定增長(zhǎng)及人民群眾健康意識(shí)的不斷增強(qiáng)，以及國(guó)內(nèi)人口的迅速老齡化，國(guó)內(nèi)市場(chǎng)上對(duì)家用醫(yī)療器械和各種保健設(shè)備的需求越來(lái)越旺盛，家用醫(yī)療器械行業(yè)整體進(jìn)入了快速增長(zhǎng)期。在中國(guó)的家用醫(yī)療器械市場(chǎng)上，國(guó)際廠商依靠產(chǎn)品的技術(shù)優(yōu)勢(shì)占據(jù)著高端市場(chǎng),國(guó)內(nèi)廠家憑借高性價(jià)比的產(chǎn)品牢牢的占據(jù)著中低端市場(chǎng)。在國(guó)內(nèi)廠家聚集的中低端市場(chǎng)上產(chǎn)品和商業(yè)模式趨同的傾向越來(lái)越明顯，競(jìng)爭(zhēng)日趨激烈，企業(yè)利潤(rùn)增長(zhǎng)日益困難。同時(shí)，移動(dòng)互聯(lián)網(wǎng)的快速發(fā)展為家用醫(yī)療器械廠家?guī)?lái)了新的機(jī)遇，信息化、智能化及個(gè)性化將是未來(lái)家用醫(yī)療器械的主要發(fā)展趨勢(shì)之一。除了加大產(chǎn)品研發(fā)投入推出新的產(chǎn)品，企業(yè)還必須要有與新的產(chǎn)品相適應(yīng)的商業(yè)模式來(lái)指導(dǎo)公司具體的運(yùn)營(yíng)工作以實(shí)現(xiàn)產(chǎn)品所提供的新價(jià)值主張，使企業(yè)能從實(shí)現(xiàn)價(jià)值主張的過(guò)程中得到合理的收益。 從醫(yī)療衛(wèi)生的發(fā)展階段看，中國(guó)的醫(yī)療衛(wèi)生事業(yè)已經(jīng)從治療醫(yī)學(xué)、預(yù)防醫(yī)學(xué)向保健醫(yī)學(xué)轉(zhuǎn)變，，而加強(qiáng)個(gè)人健康管理是保健醫(yī)學(xué)的重要內(nèi)容之一。E公司作為進(jìn)入家用醫(yī)療器械行業(yè)時(shí)間較短的公司，主要向市場(chǎng)提供檢測(cè)類設(shè)備，公司在優(yōu)秀的研發(fā)、市場(chǎng)營(yíng)銷能力支撐下推出了基于移動(dòng)互聯(lián)網(wǎng)的新一代家用醫(yī)療器械產(chǎn)品，除了為顧客提供傳統(tǒng)的身體參數(shù)檢測(cè)功能外還可以通過(guò)與移動(dòng)智能終端設(shè)備相結(jié)合，向每個(gè)用戶提供新型的完全基于個(gè)人健康檢測(cè)數(shù)據(jù)的健康管理與監(jiān)測(cè)服務(wù)，滿足顧客對(duì)個(gè)人健康保健的剛需。由于E公司所提供的客戶價(jià)值主張已經(jīng)從單純的產(chǎn)品更多的轉(zhuǎn)變?yōu)榱朔⻊?wù)，因此原有的商業(yè)模式已經(jīng)不能夠適應(yīng)新產(chǎn)品帶來(lái)對(duì)公司運(yùn)營(yíng)體制的轉(zhuǎn)變，隨著客戶價(jià)值主張的改變，公司的關(guān)鍵資源、關(guān)鍵流程及盈利模式都必須進(jìn)行對(duì)應(yīng)的變化，因此本文結(jié)合整個(gè)中國(guó)家用醫(yī)療器械行業(yè)的外部環(huán)境，結(jié)合E公司自身特點(diǎn)，采用商業(yè)模式相關(guān)理論對(duì)E公司的商業(yè)模式進(jìn)行了設(shè)計(jì)與構(gòu)建，對(duì)公司的關(guān)鍵資源、關(guān)鍵流程及盈利模式進(jìn)行了調(diào)整，做到了合理利用公司的現(xiàn)有資源及優(yōu)勢(shì)，揚(yáng)長(zhǎng)避短，有利于E公司在新型產(chǎn)品的帶動(dòng)下實(shí)現(xiàn)公司的轉(zhuǎn)型與快速發(fā)展，實(shí)現(xiàn)公司利益最大化。
[Abstract]:With the rapid and steady growth of the Chinese economy and the increasing awareness of the people's health, and the rapid aging of the domestic population, the demand for household medical devices and various health care equipment in the domestic market is becoming more and more vigorous. Household medical equipment industry as a whole has entered a period of rapid growth. In China's domestic medical device market, international manufacturers rely on the technical advantages of products to occupy the high-end market, domestic manufacturers with high cost-effective products firmly occupy the low end of the market. The trend of convergence of products and business models is becoming more and more obvious in the middle and low end market where domestic manufacturers gather. The competition is becoming more and more intense and the profit growth of enterprises is becoming more and more difficult. At the same time, the rapid development of mobile Internet has brought new opportunities for the manufacturers of household medical devices. Information, intelligence and individuation will be one of the main development trends of household medical devices in the future. In addition to increasing investment in product research and development to launch new products, enterprises must also have a business model adapted to the new product to guide the company's specific operations in order to realize the new value proposition provided by the product. To enable the enterprise to obtain reasonable benefits from the process of realizing the value proposition. Judging from the stage of development of medical and health care, China's medical and health services have changed from therapeutic medicine to preventive medicine to health care medicine. And strengthening personal health management is one of the important contents of health medicine. As a company with a relatively short time to enter the household medical device industry, the company mainly provides testing equipment to the market. The company is in excellent research and development. Supported by marketing capabilities, a new generation of household medical devices based on the mobile Internet has been launched. In addition to providing customers with traditional body parameter detection functions, they can also be combined with mobile intelligent terminal devices. To provide each user with a new type of health management and monitoring services based entirely on personal health test data to meet the rigid needs of individual health care. Since the customer value proposition provided by E Company has changed from simple products to service, the original business model can no longer adapt to the change of operation system brought about by new products, with the change of customer value proposition. The company's key resources, key processes and profit patterns must be changed accordingly, so this paper combines the external environment of the whole medical device industry in China, combined with the characteristics of E Company itself. The business model of E Company is designed and constructed by using the relevant theory of business model. The key resources, key processes and profit models of E Company are adjusted to make rational use of the existing resources and advantages of the company and to maximize its strengths and circumvent its weaknesses. It is advantageous for E Company to realize the transformation and rapid development under the new products, and to maximize the profits of the company.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F426.4

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