面向移动互联网的E公司商业模式创新与优化
发布时间：2018-09-09 14:52
【摘要】：随着中国经济的快速稳定增长及人民群众健康意识的不断增强，以及国内人口的迅速老龄化，国内市场上对家用医疗器械和各种保健设备的需求越来越旺盛，家用医疗器械行业整体进入了快速增长期。在中国的家用医疗器械市场上，国际厂商依靠产品的技术优势占据着高端市场,国内厂家凭借高性价比的产品牢牢的占据着中低端市场。在国内厂家聚集的中低端市场上产品和商业模式趋同的倾向越来越明显，竞争日趋激烈，企业利润增长日益困难。同时，移动互联网的快速发展为家用医疗器械厂家带来了新的机遇，信息化、智能化及个性化将是未来家用医疗器械的主要发展趋势之一。除了加大产品研发投入推出新的产品，企业还必须要有与新的产品相适应的商业模式来指导公司具体的运营工作以实现产品所提供的新价值主张，使企业能从实现价值主张的过程中得到合理的收益。 从医疗卫生的发展阶段看，中国的医疗卫生事业已经从治疗医学、预防医学向保健医学转变，，而加强个人健康管理是保健医学的重要内容之一。E公司作为进入家用医疗器械行业时间较短的公司，主要向市场提供检测类设备，公司在优秀的研发、市场营销能力支撑下推出了基于移动互联网的新一代家用医疗器械产品，除了为顾客提供传统的身体参数检测功能外还可以通过与移动智能终端设备相结合，向每个用户提供新型的完全基于个人健康检测数据的健康管理与监测服务，满足顾客对个人健康保健的刚需。由于E公司所提供的客户价值主张已经从单纯的产品更多的转变为了服务，因此原有的商业模式已经不能够适应新产品带来对公司运营体制的转变，随着客户价值主张的改变，公司的关键资源、关键流程及盈利模式都必须进行对应的变化，因此本文结合整个中国家用医疗器械行业的外部环境，结合E公司自身特点，采用商业模式相关理论对E公司的商业模式进行了设计与构建，对公司的关键资源、关键流程及盈利模式进行了调整，做到了合理利用公司的现有资源及优势，扬长避短，有利于E公司在新型产品的带动下实现公司的转型与快速发展，实现公司利益最大化。
[Abstract]:With the rapid and steady growth of the Chinese economy and the increasing awareness of the people's health, and the rapid aging of the domestic population, the demand for household medical devices and various health care equipment in the domestic market is becoming more and more vigorous. Household medical equipment industry as a whole has entered a period of rapid growth. In China's domestic medical device market, international manufacturers rely on the technical advantages of products to occupy the high-end market, domestic manufacturers with high cost-effective products firmly occupy the low end of the market. The trend of convergence of products and business models is becoming more and more obvious in the middle and low end market where domestic manufacturers gather. The competition is becoming more and more intense and the profit growth of enterprises is becoming more and more difficult. At the same time, the rapid development of mobile Internet has brought new opportunities for the manufacturers of household medical devices. Information, intelligence and individuation will be one of the main development trends of household medical devices in the future. In addition to increasing investment in product research and development to launch new products, enterprises must also have a business model adapted to the new product to guide the company's specific operations in order to realize the new value proposition provided by the product. To enable the enterprise to obtain reasonable benefits from the process of realizing the value proposition. Judging from the stage of development of medical and health care, China's medical and health services have changed from therapeutic medicine to preventive medicine to health care medicine. And strengthening personal health management is one of the important contents of health medicine. As a company with a relatively short time to enter the household medical device industry, the company mainly provides testing equipment to the market. The company is in excellent research and development. Supported by marketing capabilities, a new generation of household medical devices based on the mobile Internet has been launched. In addition to providing customers with traditional body parameter detection functions, they can also be combined with mobile intelligent terminal devices. To provide each user with a new type of health management and monitoring services based entirely on personal health test data to meet the rigid needs of individual health care. Since the customer value proposition provided by E Company has changed from simple products to service, the original business model can no longer adapt to the change of operation system brought about by new products, with the change of customer value proposition. The company's key resources, key processes and profit patterns must be changed accordingly, so this paper combines the external environment of the whole medical device industry in China, combined with the characteristics of E Company itself. The business model of E Company is designed and constructed by using the relevant theory of business model. The key resources, key processes and profit models of E Company are adjusted to make rational use of the existing resources and advantages of the company and to maximize its strengths and circumvent its weaknesses. It is advantageous for E Company to realize the transformation and rapid development under the new products, and to maximize the profits of the company.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.4
本文编号：2232702
[Abstract]:With the rapid and steady growth of the Chinese economy and the increasing awareness of the people's health, and the rapid aging of the domestic population, the demand for household medical devices and various health care equipment in the domestic market is becoming more and more vigorous. Household medical equipment industry as a whole has entered a period of rapid growth. In China's domestic medical device market, international manufacturers rely on the technical advantages of products to occupy the high-end market, domestic manufacturers with high cost-effective products firmly occupy the low end of the market. The trend of convergence of products and business models is becoming more and more obvious in the middle and low end market where domestic manufacturers gather. The competition is becoming more and more intense and the profit growth of enterprises is becoming more and more difficult. At the same time, the rapid development of mobile Internet has brought new opportunities for the manufacturers of household medical devices. Information, intelligence and individuation will be one of the main development trends of household medical devices in the future. In addition to increasing investment in product research and development to launch new products, enterprises must also have a business model adapted to the new product to guide the company's specific operations in order to realize the new value proposition provided by the product. To enable the enterprise to obtain reasonable benefits from the process of realizing the value proposition. Judging from the stage of development of medical and health care, China's medical and health services have changed from therapeutic medicine to preventive medicine to health care medicine. And strengthening personal health management is one of the important contents of health medicine. As a company with a relatively short time to enter the household medical device industry, the company mainly provides testing equipment to the market. The company is in excellent research and development. Supported by marketing capabilities, a new generation of household medical devices based on the mobile Internet has been launched. In addition to providing customers with traditional body parameter detection functions, they can also be combined with mobile intelligent terminal devices. To provide each user with a new type of health management and monitoring services based entirely on personal health test data to meet the rigid needs of individual health care. Since the customer value proposition provided by E Company has changed from simple products to service, the original business model can no longer adapt to the change of operation system brought about by new products, with the change of customer value proposition. The company's key resources, key processes and profit patterns must be changed accordingly, so this paper combines the external environment of the whole medical device industry in China, combined with the characteristics of E Company itself. The business model of E Company is designed and constructed by using the relevant theory of business model. The key resources, key processes and profit models of E Company are adjusted to make rational use of the existing resources and advantages of the company and to maximize its strengths and circumvent its weaknesses. It is advantageous for E Company to realize the transformation and rapid development under the new products, and to maximize the profits of the company.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.4
【参考文献】
相关期刊论文 前4条
1 罗珉;;商业模式的理论框架述评[J];当代经济管理;2009年11期
2 张其翔;吕廷杰;;商业模式研究理论综述[J];商业时代;2006年30期
3 原磊;;国外商业模式理论研究评介[J];外国经济与管理;2007年10期
4 纪慧生;陆强;王红卫;;商业模式设计方法、过程与分析工具[J];中央财经大学学报;2010年07期
本文编号：2232702
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2232702.html
