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论文编号：	12631
作者编号：	2320180496
上传时间：	2021/6/17 14:51:24
中文题目：	SY互联网消费医疗平台商业模式分析及优化策略研究
英文题目：	SY Internet Consumer Medical Platform Business Model Analysis and Optimization Strategy Research
指导老师：	梁峰
中文关键字：	消费医疗;互联网医疗;医疗美容;商业模式
英文关键字：	Consumer Medical Service; Internet Medical; Medical Beauty; Business Model
中文摘要：	随着我国经济快速发展、居民可支配收入提高和健康观念提升，人们不仅追求基本医疗健康需求，也开始追求能带来更高健康水平和外貌提升的消费医疗服务，如医疗美容、健康体检、近视治疗、龋齿问题等。近年来，消费医疗市场快速发展，达到数千亿规模，但行业内医疗服务机构仍以中小型民营医疗机构为主体，机构数量多、规模小、品牌差，存在经营不规范、获客难等问题。 2013年随着移动医疗的兴起，不仅春雨医生等互联网医疗平台快速发展壮大，在医美、口腔等消费医疗领域也涌现出众多创新企业，尝试用互联网+消费医疗的商业模式找到机会。SY平台等医美平台通过医美社区+医美电商模式快速崛起，成为民营医美机构的重要获客渠道。2019年SY公司以消费医疗第一股赴美国纳斯达克成功上市，并提出成为中国消费医疗产业互联网平台的构想，但在阿里健康、美团、百度等巨头纷纷进入消费医疗行业，以及潜在进入者众多的产业竞争环境下，SY公司的商业模式也面临着考验。 本文通过对互联网消费医疗行业现状、SY公司经营现状研究，利用商业模式画布，分析了SY平台的商业模式现状及其价值；然后分析了互联网消费医疗面临的产业宏观环境、产业内竞争环境，结合SWOT分析发现SY平台商业模式应当进行垂直一体化发展、规避综合消费医疗多元化扩张的优化策略；最后依据商业模式理论设计价值创新优化路径，提出以构建帮助C端爱美女士健康变美为价值主张，构建高品质医美服务体系及自营连锁诊所体系的价值创造，并且重构面向C端用户的盈利模式三个方面构成的商业模式优化方案。 目前国内对互联网医疗商业模式研究较多，而对互联网消费医疗的研究还比较少。由于消费医疗与基本医疗服务在消费者需求、医疗服务机构、付费模式等上都有显著不同，因此对互联网消费医疗商业模式的研究有一定意义。本文对行业内典型企业商业模式的研究及其优化策略探讨，有助于提高对互联网消费医疗商业模式的认识，也为行业内企业进行商业模式创新提供借鉴意义。
英文摘要：	With the rapid development of my country’s economy, the increase of residents’ disposable income, and the improvement of health concepts, people are not only pursuing basic medical and health needs, but also beginning to pursue consumer medical services that can bring higher levels of health and appearance, such as medical beauty, health check-ups, Treatment of myopia, dental caries, etc. In recent years, the consumer medical market has developed rapidly, reaching a scale of hundreds of billions. However, the medical service institutions in the industry are still dominated by small and medium-sized private medical institutions, with large numbers of institutions, small scales, poor brands, irregular operations, difficulty in obtaining customers, etc. problem. In 2013，With the rise of mobile medical services, not only Internet medical platforms such as Chunyu Doctors developed rapidly, but also many innovative companies emerged in consumer medical fields such as medical aesthetics and dentistry, trying to find opportunities using the Internet + consumer medical business model. Medical beauty platforms such as the SY have rapidly emerged through the medical beauty community + medical beauty e-commerce model, and have become important channels for private medical beauty institutions to obtain customers. In 2019, SY Company successfully listed on Nasdaq in the United States with the first share of consumer medical care, and proposed the idea of becoming an Internet platform for the consumer medical industry in China. However, giants such as Ali Health, Meituan, and Baidu have entered the consumer medical market and have potential entry Under the environment of numerous industrial competitions, SY's business model is also facing challenges. This paper analyzes the current status of the SY platform's business model and its value through the research on the current status of the Internet consumer medical industry and the operating status of SY company, using the business model canvas, and then analyzes the industrial macro environment and the intra-industry competitive environment faced by the Internet consumer medical care. SWOT analysis found that the business model of the SY platform should be vertically integrated and avoid the diversified expansion of comprehensive consumer medical optimization strategies; finally, based on the business model theory, the value innovation optimization path was designed, and it was proposed to build a value to help the C-end lady Aimei become healthy and beautiful. Advocate, build the value creation of high-quality medical aesthetic service system and self-operated chain clinic system, and reconstruct the business model optimization plan consisting of three aspects of the profit model for C-end users. At present, there are more researches on Internet medical business models in China, while there are relatively few researches on Internet consumer medical care. Since consumer medical and basic medical services are significantly different in consumer demand, medical service institutions, and payment models, the research on the Internet consumer medical business model is of certain significance. This article's research on the business model of typical enterprises in the industry and the discussion of optimization strategies will help to improve the understanding of the Internet consumer medical business model, and also provide a reference for enterprises in the industry to carry out business model innovation.
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