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论文编号：	11408
作者编号：	2320170380
上传时间：	2019/12/14 15:34:07
中文题目：	口腔医疗器械公司商业模式研究-以天堰科技口腔事业部为例
英文题目：	Study on business model of dental medical device company -Take the dental department of Tellyes as an example
指导老师：	张国萍
中文关键字：	医疗器械；商业模式；口腔医疗器械；商业画布；商业环境
英文关键字：	medical devices; business model; dental instrument；commercial canvas; business environment
中文摘要：	进入二十一世纪，伴随着人们对口腔健康认识程度的加深，对口腔保健、口腔治疗等口腔健康问题需求不断的增加，口腔医疗行业将面临着中国国内巨大的市场潜力，同样口腔医疗器械行业也将面临着前所未有的市场空间。但国内市场一直是外资企业占主导地位，市场份额之大，几乎垄断国内市场份额。欧美等发达国家口腔医疗器械行业历史悠久，发展完善，随着全球经济的发展逐渐成稳步的上升趋势。许多百年企业在全球不仅技术处于领先地位，市场份额在全球也占有相当大的比重，甚至达到80%以上。国内企业逐渐意识到口腔医疗器械行业市场发展迅速，空间潜力巨大，从国内市场的零市场份额逐渐提升在国内市场的影响力及市场份额。但国内企业与国际知名企业的发展还存在巨大的差距，不仅在技术领域，还是在市场份额等领域都是不同级别的竞争者。 本论文的第二章主要将商业模式导入，使了解商业模式的发展和变革历史，分析商业模式的构成要素和商业画布，概述国内外医疗器械行业和口腔医疗器械企业行业。第三章通过分析国内外口腔医疗器械行业的商业环境，以商业画布为主线，分析研究全球成功企业登士柏西诺德的商业模式。从客户细分群体明确价值主张、梳理客户关系建立合理渠道通路、关键核心资源打造核心竞争力、成本结构合理和收入来源多样化四个方面进行分析研究。第四章是对天堰科技的商业模式进行分析，同时运用SWOT模型和波特的五力模型，天堰口腔事业部在当前商业环境下商业模式存在一系列问题。第五章基于与登士柏西诺德的商业模式对比研究结果，构建口腔事业部商业模式的改进方案和预防措施，适合口腔事业部发展的商业模式。天堰科技在医学教学行业已是国内的领跑者，但对于口腔医疗器械行业的初入者，诸多方面存在不足，都要从头开始。面对全球及中国口腔医疗器械行业巨大的发展空间，采用何种商业模式，这条口腔医疗器械行业之路将如何走下去，即将面临着机遇同时也面临着挑战。 总之，研究全球成功企业的商业模式和国内刚步入口腔医疗器械行业的企业，如何借鉴成功商业模式构建适合本企业健康发展的商业模式，迅速发展起来，打开国门并努力引领国际市场。
英文摘要：	In the 21st century, with the deepening of people's understanding of oral health and the increasing demand for oral health care, oral treatment and other oral health problems, the oral medical industry will face huge market potential in China, and the oral medical device industry will also face unprecedented market space. But the domestic market has been dominated by foreign companies, almost monopolizing the domestic market share. The enterprises of Europe and America and other developed countries are not only in the leading position of technology in the world, but also hold a considerable proportion of market share in the world. Domestic enterprises have gradually realized that the market of oral medical device industry is developing rapidly and has huge space potential. Their influence and market share in the domestic market have been gradually increased from zero market share in the domestic market. The second chapter of this paper is a review of the relevant theories of business models and an overview of the domestic and foreign medical device industry. The third chapter is the business environment of domestic and foreign stomatological medical device industry, which takes the business canvas as the main line to study the business model of the successful global enterprise Dentsplysiron. The fourth chapter studies the business model of Tellyes science and technology. The business model of Tellyes cavity business department has a series of problems in the current business environment. The fifth chapter, based on the results of a comparative study with the business model of Dentsplysiron, constructs the improvement scheme and preventive measures for the business model of the department of stomatology, which is suitable for the development of the business model of the department of stomatology.In a word, the paper studies the business models of successful global enterprises and domestic enterprises just entering the oral medical device industry, and how to learn from the successful business models to build a business model.
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