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论文编号：	11221
作者编号：	2320170659
上传时间：	2019/12/9 14:56:49
中文题目：	D特医公司服务运营设计与实施研究
英文题目：	Research on Design and Implementation of Service Operation for company D of Foods for Special Medical Purpose
指导老师：	李季
中文关键字：	医改；特医食品；服务运营管理；客户满意度
英文关键字：	Medical reform; Foods for special medical purpose; Service operation management; Customer satisfaction
中文摘要：	在我国，医药行业的发展始终与民生问题息息相关，近几年随着医改、医保控费等措施出台，我国对医药行业治理加大了力度。而“两票制”、药品零加成、药品集中采购、低价中标这些行业规则的制定，为大规模规范企业带来了发展的春天，也使行业内中小规模企业发展的瓶颈越来越突显，这些企业面临着残酷的淘汰竞赛。恰逢其时，《国民营养计划（2017—2030年）》发布，国家明确了以提高全体人民的健康营养水平为目标，未来将加快发展营养健康产业，此时特殊医学用途配方食品在临床营养治疗领域的规范化和重要性被重视，特医食品相关产业链的开发和进院经营成为了行业新的风口。本文对特医食品服务运营的研究意义在于推动营养治疗普及，让更多饮食受限患者受益，通过案例的研究，为特医食品进院渠道、运营模式、资源的利用，为企业创造新的利润增长点摸索经验，使服务的价值得到充分开发和体现。 本文的研究内容以一家特医食品渠道服务商为视角，在面临行业困境与挑战中所做的转型的深度思考和建立以服务驱动带动业务驱动的过程中所做的模式构建和实施过程。本文在分析中借助了文献查阅法、案例分析法、访谈法等研究方法，运用了PEST理论、服务运营理论、价值链理论、客户满意理论模型等理论工具，以如何满足客户的需求为研究主线贯穿论文始终。 经过理论与实践应用相结合的研究，以及对其他行业的经验借鉴，本文将研究结论聚焦在特医市场的巨大潜力和给医药行业特别是中小企业带来的转型机遇，当市场呼唤对传统固有思维的突破和创新时，企业通过提高服务的转化能力和精细化运营能力，通过顶层和底层策略的设计与实施进一步推动经营目标实现，让特医项目在医院顺利落地并能够复制推广。本篇论文的创新之处是在于将特医食品渠道经营建立在医药行业的学术性、专业性基础上，并运用互联网思维，强化对医院及终端患者的服务功能运用，尝试与客户建立一种新型的业务伙伴关系，为行业的未来发展提供运营经验。
英文摘要：	In China, the development of the pharmaceutical industry has always been closely related to the people's livelihood issue. In recent years, with the introduction of medical reform, cost reduction of medical insurance and other measures, China has increased its efforts in the governance of the pharmaceutical industry. The formulation of the "two-vote system", zero-addition of medicines, centralized procurement of medicines, and low-cost bidding has brought about a opportunity of development for large-scale enterprises, and has also made the bottleneck of the development of small and medium-sized enterprises. It is highlighted that these companies are facing a brutal elimination competition. At the beginning of the year, the National Nutrition Plan (2017-2030) was released. The state has made the clear goal of improving the health and nutrition of all people. In the future, it will accelerate the development of the nutrition and health industry. At this time, the standardization and importance of the Foods for special medical purpose have been valued, and the development and hospitalization of the related industrial chain has become a new outlet for the industry. The research significance of the Foods for special medical purpose service operation in this thesis is to promote the popularization of nutrition therapy and benefit more patients with limited diet. Through the analysis and study of the case, it will create new resources for the special medical food hospital access channels, resources. The profit growth point allows the traditional business model to be upgraded so that the value of the service is fully developed and reflected. In the research content, the thesis takes a service enterprise as a research perspective, expounds the deep thinking of the transformation made by enterprises in the face of industry difficulties and challenges and establishes the service operation in the process of construction and implementation by the service. In this analysis, the thesis uses the literature review method, case analysis method, interview method and other research methods, and uses the PEST theory, value chain theory, service operation theory, customer satisfaction theory and other theoretical tools and to combine how to meet the needs of customers as the main research line. Through the combination of theory and practical application, and the experience of other industries, this thesis focuses on the great potential of the Foods for special medical purpose and the transformation opportunities brought to the pharmaceutical industry. When the market calls for breakthroughs in traditional way of thinking, the company further promotes the realization of business objectives through the design and implementation of top-level and bottom-level strategies and improving the service transformation capability and refined operational capabilities. In order to make the Foods for special medical purpose projects to be successfully implemented in hospitals and replicated. The innovation of this thesis is to establish the special medical channel management on the basis of academic and professional foundation of the pharmaceutical industry, and use the way of Internet thinking to strengthen the service functions of hospitals and terminal patients. At the last, it is trying to establish a kind of service with customers and a new type of business partnership that provides operational experience for the future of the industry.
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