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论文编号：	10678
作者编号：	2120163181
上传时间：	2018/12/8 14:43:37
中文题目：	平安好医生互联网医疗商业模式优化研究
英文题目：	Research on Optimization of Internet Medical Business Model of Ping An Good Doctor
指导老师：	赵伟
中文关键字：	互联网，互联网医疗，商业模式，平安好医生
英文关键字：	Internet；Internet Medical；Business Model；Ping An Good Doctor
中文摘要：	本文在开篇先介绍了课题研究背景和意义：随着中国人均收入的不断增加，老龄化速度继续加快，慢性病群体数量进一步扩大，对医疗市场的需求不断增加，行业未来发展空间十分广阔。然而目前中国医疗服务市场还存在着很大的缺陷，例如优质医疗资源稀缺且分布不均，就医服务体验差等问题。这些问题都说明了当前传统的医疗资源已无法满足人们的健康需求，亟需通过新的技术来解决健康需求供给不足的问题。随着“互联网+”的出现，颠覆了各行业传统的服务模式与商业模式，其与健康产业的融合为解决这一问题提供了全新的思路，互联网医疗是医疗行业的新方向，有利于解决医疗资源失衡与人们日益增长的医疗保健需求之间的矛盾，也必将成为未来发展的下一座金矿。因此本论文尝试分析当前医疗市场存在的问题以及市场缺口，寻求解决方案，并以平安好医生为例进行商业模式分析，探讨互联网医疗系统下平台建设，盈利模式，政策法规等问题，并提出优化当前商业模式的建议。 通过文献研究发现当前国外互联网医医疗公司比较成熟的商业模式有以下这几种：分别是向向药企收费，向医院收费，向医生收费，向保险公司收费，通过销售产品和服务获得利润。并对国内互联网医疗环境做了PEST分析，从国家政策、社会资本，新技术的革新以及民众需求几个方面分析了当前国内互联网医疗的环境。概括描述了互联网医疗的优势包括解决医疗服务难题、降低医疗费用支出、提高医疗资源配置效率以及助力精准医疗。 在核心章节介绍了平安好医生这家公司的概况和发展历程。并用商业画布模型分析了平安好医生的商业模式，尤其对盈利模式做出详细的分析。平安好医生目前主要的收入来源于健康商城以及消费型医疗产品，而大量投入资金的家庭医生服务模块的盈利占比很低。接着找出平安好医生当前的商业模式优势以及存在的问题，通过对平安好医生的战略发展方向和业务分析进行深入思考并对其提出可行的商业模式优化建议，包括加强核心竞争力的建设、整合医疗资源建立云端数据库以及优化盈利模式。最后，提出对未来互联网医疗的发展展望。
英文摘要：	At the beginning of this thesis, I introduced the research background and significance of the thesis: With the continuous improvement of China's per capita income, the acceleration of aging, and the further expansion of the number of chronic diseases, the demand of the medical market keeps increasing, and the industry has a vast future development space.However, there are still big defects in China's medical service market, such as the scarcity and uneven distribution of quality medical resources and poor medical service experience.All these problems indicate that traditional medical resources cannot meet people's health needs and new technologies are urgently needed to solve the problem of insufficient supply of health needs.With the emergence of "Internet +", overturns the traditional service mode and commercial mode, its integration with health industry in order to solve this problem provides a new train of thought, the Internet medical represented a new medical industry development direction, is beneficial to solve the unbalanced medical resources and people to the contradiction between the increasing health care needs, will become the future development of a gold mine。Therefore, this thesis attempts to analyze the existing problems and market gaps in the current medical market, seek solutions, and take ping an good doctor as an example to analyze the business model. It try to explore the platform construction, profit model, policies and regulations and other problems under the Internet medical system, and propose Suggestions to optimize the current business model. Through literature research, it is found that the current mature business models of foreign Internet medical companies are as follows: charging from drug companies, hospitals, doctors and insurance companies, and making profits by selling products and services.PEST analysis is made for the domestic Internet medical environment, which analyzes the current domestic Internet medical environment from the aspects of national policy, social capital, innovation of new technology and public demand.The advantages of Internet medical treatment are summarized, including solving medical service problems, reducing medical expenses, improving the efficiency of medical resource allocation and facilitating accurate medical treatment. The core chapter introduced the overview and development history of ping an good doctor company.The commercial canvas model is used to analyze the business model of ping an good doctor, especially the profit model.At present, the main income of ping an good doctor comes from the health mall and consumer medical products, while the profit proportion of the family doctor service module with a large amount of investment is very low.Then it fund business model advantages and problems of pingan good doctor, through the strategic direction and business analysis in-depth thinking ,the author puted forward a viable business model for its optimization Suggestions, including strengthening the construction of the core competitiveness, integration of medical resources to create the cloud database and optimized profit model.Finally, the development prospect of Internet medicine in the future is put forward.
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