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论文编号：	7882
作者编号：	2120132827
上传时间：	2015/12/8 11:30:08
中文题目：	医疗服务行业O2O商业模式研究
英文题目：	The Medical Service Industry O2O Business Model Research
指导老师：	张玉利
中文关键字：	移动互联网；O2O商业模式；医疗服务业 ；蓝海领域
英文关键字：	mobile internet;O2O;medical treatment industry;Blue Ocean Area
中文摘要：	无线通信技术、智能手机、各类手机APP和移动在线支付技术的发展、完善、普及，使传统的互联网商业模式有了新的更广阔的发展空间，移动互联网成为了新时代商业模式所追捧标签。O2O这个词是由TrialPay创始人兼CEO Alex Rampell在2011年8月提出的，但其实在我国其实是由于团购网站才开始被我们广泛认知的，在随后短短的3年左右的时间里O2O的商业模式开始快速崛起，使许多传统型、本地化的服务型消费快速过度到互联网模式上来。O2O的商业模式颠覆了以往的以服务类为主的本地化消费的传统商业模式，弥补了传统互联网B2C、C2C、B2B商业模式中线下生活服务类行业消费的空白，因此在我国从开始兴起就受到了众多的投资机构和创业公司的追捧，与此同时移动互联网技术的快速发展无疑又为O2O商业模式的发展提供了一个强有力的推动力。然而，正是由于O2O在短时间内就快速兴起，使得国内外的很多相关研究也都没有形成系统的、深入的理论论述，也就存在许多值得研究、探讨的空间，本文主要就是针对以上背景对O2O展开了研究。 移动互联网时代，O2O电子商务平台已经改变了人们日常生活中的消费行为、消费方式及消费习惯，涉及的行业目前已经含概了旅游、餐饮、租车、娱乐等各个领域，然而医疗服务业作为人们日常生活中最密不可分的生活服务产品，却由于其行业的特殊性成为了O2O商业模式中的“蓝海领域”。2015年我国新医改方案的公布及各类社会资本办医的兴起，医疗服务业迎来了新的改革大潮，这些都预示着未来中国的医疗服务业市场竞争将会日渐激烈，中国的医疗服务行业迫切需要打破原有的市场运营机制和服务体制，根据市场需求通过有效途径改善现有的医疗服务的模式，提升患者的就医体验，实现医疗行业的服务转型，这样才能在未来竞争日益激烈的市场中更具优势和竞争力。本文通过分析传统的商业模式下医疗服务行业的现状及问题，结合移动互联网时代O2O商业模式独有的优势和显著的商业特点，对O2O商业模式在医疗服务业中如何展开应用等相关的问题进行了研究。
英文摘要：	Due to wireless communication technologies, smart phones, different kinds of APP and mobile online payment technology’s development, improvement and popularization, the additional internet business model has had a new and broad development, thus mobile internet has become a popular label of new era business model. The word O2O was put forward in August, 2011, by created by Alex Rampell, creator and CEO of TrialPay, which was actually known extensively because of Groupon in China. Soon after that the O2O business model began to burst in shortly three years, which has made lots of traditional and local service consumption transferred to internet model. The O2O business model changed the traditional local consumption business model which is mainly based on service. It added the offline service consumption area in traditional B2C, C2C and B2B business model. Therefore it is welcomed by many investment and venture companies, and meanwhile undoubtedly pushed strongly by rapid development of mobile internet technology. Because of O2O’s fast development within a short time, there are not related systematical and depth theoretical exposition, which leaves this more space for research and discussion. This article will talk about O2O based on the above backgrounds. In this mobile internet era, O2O e-commerce platform has changed people’s daily consumption behavior in some industries such as travelling, eating, car rent, entertainment and so on. But medical treatment service area, which is the most inseparable service in people’s daily life, become the Blue Ocean Area. In 2015, our country has released new health care programs and various social invested hospitals emerged, which leads to a new medical treatment service reform. This predicts the forming of gradually intense competition in China’s future medical treatment service market. The original market operation mechanism and service system should be changed in China’s medical treatment industry. According to market requirement and through effective methods, the current medical service model should be optimized in order to improve patient’s medical care experience, implement the transformation of medical treatment industry, which could make it more advantaged and competitive in future market full of intense competition. This article will take research in the application of O2O business model in medical treatment service and related sectors, through analyzing its current situation and problems under traditional business model, and combining the particular advantage and prominent business characteristics O2O business model has in mobile internet era
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