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论文编号：	11127
作者编号：	2220160550
上传时间：	2019/12/7 11:39:11
中文题目：	“互联网+中医药”商业模式研究 ——以上医仁家平台为例
英文题目：	Research on the “Internet + TCM”Business Model -- Take Shangyirenjia Platform as an Example
指导老师：	田莉
中文关键字：	互联网+；中医药；商业模式
英文关键字：	Internet +; Traditional Chinese medicine; Business model
中文摘要：	在互联网发展的大背景下，我国的电子商务欣欣向荣，互联网消费早已走进寻常百姓家庭，似乎成为了与实体行业分庭抗礼的力量。随着互联网技术的更新迭代，“互联网+”成为了当下新时代的宠儿，也成了跨行业融合的必要手段，“互联网+”不但得到了业界和学术界的广泛关注和探讨，更甚者在2015年全国两会上的《政府工作报告》中，被国务院总理李克强首次正式提出。随着中医药政策改革的持续深入，“互联网+中医药”不断被提及并进入大众的视野，春雨医生、好大夫、小鹿医馆等新兴的中医药互联网平台也不断涌进微信公众号被大众所熟知。究竟何为“互联网+中医药”？它的商业模式又是怎样的呢？这个模式的兴起是否会带来新一波的投资热呢？那“互联网+中医药”商业模式的设计、创新以及未来的演变路径究竟如何呢？是否能被市场认可？是否能经得起实践的考验呢？这些问题正是本文需要探讨的内容。本文将以“互联网+中医药”这个所谓的新业态为研究对象，结合几家行业中比较成熟的互联网中医药平台和上医仁家为案例，综合分析商业模式的设计依据和演变路径，并从商业模式的角度对比业内比较成熟的几家平台模式的区别和优势所在。通过上医仁家商业模式的演变轮转假说和商业模式四要素模型的分析，本文认为“互联网+中医药”商业模式设计主要取决于对核心资源的积累程度以及对其掌控程度，因为模式的前期主要是通过资源来换取流量，进行流量变现；然后根据流量的需求进行资源重组再造，实现资源利用的最大化价值转化从而实现资源价值变现；最后再利用平台优势对有效资源的深加工和产品化进行创新零售业的纵深延展，实现产品价值变现。同时在四要素模型理论下，本文认为其在多个方面具有创新和突破之处。
英文摘要：	Under the background of Internet development, China's e-commerce is thriving, and Internet consumption has already entered ordinary people's households, which seems to have become an equal force with the real industry. Along with the Internet technology constantly updated iterations, "Internet +" has become the darling of the new era, has become a necessary means of cross-industry integration, "Internet +" not only get the wide attention from industry and academia and discussed, moreover on the national annual 2015-in the government work report - premier li keqiang officially proposed for the first time. With the continuous inclination of traditional Chinese medicine policy, "Internet + traditional Chinese medicine" has been promoted to the public's vision, and emerging traditional Chinese medicine Internet platforms such as ChunYu doctor, HaoDaiFu and XiaoLu Medical Center have also been pouring into WeChat public accounts, which are well known by the public. What is "Internet plus traditional Chinese medicine"? What is its business model? Will the rise of this model bring a new wave of investment fever? What about the design, innovation and future evolution path of the "Internet + traditional Chinese medicine" model? Is it recognized by the market? Can it stand the test of practical operation? These questions are exactly what we need to discuss in this paper. This article will with the so-called "Internet + traditional Chinese medicine" new forms as the research object, combined with several more mature in the industry on the Internet platform of traditional Chinese medicine and medical benevolence as a case, a comprehensive analysis and the design principle of the business model and evolution path, and from the Angle of business model, compared to the industry more mature several platform mode difference and advantage. Through the analysis of the evolutionary rotation hypothesis of ShangYiRenJia's business model and the four elements model of the business model, this paper holds that the design of the business model of "Internet + traditional Chinese medicine" mainly depends on the accumulation and control of core resources, because in the early stage of the model, the flow is mainly exchanged through resources for cash flow. Then, according to the demand of flow, resources are reorganized and reconstructed to realize the maximum value transformation of resource utilization and realize the realization of resource value. Finally, the advantage of the platform is utilized to further process and productize effective resources to extend the depth of innovative retail industry and realize the realization of product value. At the same time, under the theory of four-factor model, this paper thinks that it has innovation and breakthrough in many aspects.
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