L公司基于互联网居家健康服务平台的竞争战略构建与实施

发布时间：2018-04-29 09:48

本文选题：竞争战略 + 三角模型　；参考：《南京大学》2014年硕士论文

【摘要】：近年来,家用医疗器械市场发展迅猛,国内外众多厂商纷纷进入,行业竞争十分激烈。然而,国内医疗器械企业90%以上为中低档常规产品,大多数采取低成本的竞争策略。同时,我国家庭医疗体系十分不完善,家用医疗设备缺乏应用场景,家用医疗器械无论在功能还是服务上都处于初级阶段,产品缺乏创新,同质化十分严重,众多厂商陷入“价格战”、“抄袭”的泥潭,亟须突破、升级与转型。另一方面随着互联网经济与技术的发展,公众健康理念的普及,尤其是新医改政策的出台,基于互联网的居家健康服务成为一种新的服务模式。深圳乐心Lifesense医疗(下文简称L公司)成立于2000年,是一家设计、研发、生产、销售家用型医疗器械产品的高技术企业。L公司一直秉承“最佳产品”的差异化竞争策略,前期取得了良好的市场反馈。而近年来,L公司面临激烈的行业竞争,原有的竞争优势已难以发挥。L如何在调整与变革中的产业背景下,调整新的竞争战略并有效实施,不仅对L公司有着重要意义,对于行业也具有普遍的借鉴价值。本文首先回顾了竞争战略、网络经济等相关理论,并对基于互联网环境下的竞争战略总结。而后,通过PEST分析、产业环境分析、内部资源能力分析、SWOT分析等方法,对L公司内外部的竞争态势进行深入的分析,指出随着竞争环境与企业内部发生变化,其当前以“最佳产品”竞争战略不再适合当前的竞争环境。随后,根据竞争战略三角模型方法,并结合互联网经济环境下的产品竞争方式,提出了由“最佳产品”到“解决方案”,最终实现“行业平台”这一新的产品竞争战略路径。同时,具体分析与描述了不同阶段的业务模式与盈利模式,设计了“基于互联网的居家健康服务平台”的平台架构。最后以平台架构为基础,分析制订了适合L公司的战略实施步骤,并对实施过程中的风险制定了相应的策略。最后,总结了本文的主要结论与不足,希望能为L公司竞争战略的动态调整与发展提供参考依据,为处于变革与转型中的同业者提供新的思路与借鉴。
[Abstract]:In recent years, the domestic medical device market has developed rapidly, many domestic and foreign manufacturers have entered, the industry competition is very fierce. However, more than 90% of domestic medical device enterprises are middle and low-grade conventional products, most of them adopt low-cost competitive strategy. At the same time, the family medical system of our country is very imperfect, the domestic medical equipment lacks the application scene, the household medical device is in the primary stage in both function and service, the product lacks innovation, the homogeneity is very serious. Many manufacturers fall into a "price war", "plagiarism" quagmire, urgent need to break through, upgrade and transformation. On the other hand, with the development of Internet economy and technology, the popularization of public health concept, especially the introduction of new medical reform policy, home health service based on Internet has become a new service model. Shenzhen Lexin Lifesense Medical Company (hereinafter referred to as L Company) was founded in 2000. It is a high-tech company that designs, develops, produces and sells household medical device products. Good market feedback has been obtained in the early stage. In recent years, the company is facing fierce competition in the industry. It is difficult to give full play to the original competitive advantage. How to adjust the new competitive strategy and implement it effectively under the industrial background of adjustment and transformation is not only of great significance to company L. For the industry also has universal reference value. This paper reviews the related theories of competition strategy and network economy, and summarizes the competitive strategy based on Internet. Then, through the methods of PEST analysis, industrial environment analysis, internal resource capability analysis and so on, the internal and external competition situation of L company is analyzed deeply, and it is pointed out that with the change of competition environment and enterprise interior, Its current "best product" competition strategy is no longer suitable for the current competitive environment. Then, according to the triangular model method of competition strategy and the way of product competition under the environment of Internet economy, this paper puts forward a new strategic path of product competition from "best product" to "solution", and finally realizes "industry platform". At the same time, the paper analyzes and describes the business model and profit model in different stages, and designs the platform framework of "Home Health Service platform based on Internet". Finally, based on the platform architecture, the strategy implementation steps suitable for L company are analyzed and the corresponding strategies are made for the risks in the implementation process. Finally, this paper summarizes the main conclusions and shortcomings of this paper, hoping to provide a reference for the dynamic adjustment and development of L company's competitive strategy, and provide a new way of thinking and reference for those in the process of transformation and transformation.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.4

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