北京正纯医药开发有限公司提供私人医生服务模式，主要服务对象是家庭年 收入 20 万元以上，对自身和家庭成员有一定健康需求的中产阶级客户群，通过 互联网网站或手机移动客户端 app、热线电话等方式建立联系，使其享受到私人 医生的健康服务和大医院的挂号、住院等就诊服务。与医生或医生代理人合作， 采取收益分成的方式完成服务项目，并将每个服务项目进行分解，分别向客户收 费。通过健康咨询、就诊建议、就诊服务等途径提高国民的健康素质，最大限度 的避免疾病的发生，提高患者就诊的舒适度，继而提高国民的综合素质。 公司采取总经理负责制的组织方式，设置董事长一名负责战略发展，总经理 一名管理公司各个部门，负责公司业务开展等等，公司高管全部具备 15 年以上 医药健康行业的工作经验，不但了解医药健康行业，还具备相当丰富的人脉资源。 核心部门是私人医生团队，成员全部来自北京地区的三甲医院，具备 20 年以上 大医院的临床经验，能够对各种疑难杂症提出独到的见解，为签约客户提供专业 的医疗健康服务。 在项目运营方面，首先建立公司组织团队，吸纳具有 20 年以上临床经验的 专家组成私人医生团队，负责签约客户的专业健康知识服务；签约在职医生等公 司以外的人员组成导医团队，解决患者就医难题；随后再建立客户拓展团队、财 务团队等必备部门。其次开发信息系统和数据库，包括公司网站、手机移动客户 端 app、数据管理系统、服务模块确认系统等，为业务模式提供系统支持。再次 确定合作伙伴，与体检中心、医疗器械公司、租车代驾公司等建立联系，提供体 检、远程医疗、用车接送等服务。在上述阶段完成后进入项目试用阶段，在医药 行业内部进行针对性宣传，采取首次费用打折等方式吸收注册试用客户，对项目 的信息系统和每个业务环节进行试用，试用期过后项目正式投入运营，根据业务 发展情况，逐步签约国内知名或有丰富临床经验的医生等等，为客户提供更好的 服务。 在营销宣传方面，为了树立良好的企业形象，获取客户资源，建立适合企业 发展的营销策略。建立高端大气、整体划一的企业形象，提供高质量的客户服务， 根据业务情况寻找目标客户，进行针对性的市场宣传，此外还通过开展学术论坛 交流会等，邀请行业内知名的医学名家参与，扩大知名度等方式使公司平稳有利 的发展。 综上所述，他们是在个人和医院之间搭建健康服务的桥梁，通过健康咨询等II 方式提高国民健康素质；为确实需要医疗服务的患者提供导医、就诊等在医院的 服务；通过定期检查、远程医疗等方式为子女不在身边的老人提供健康监测，让 子女更了解父母的健康状况；让家庭成员在花费少量资金的前提下，享受到专业 的私人医生服务，提高人们的健康素质，享有健康生存的权力。 关键词：私人医生、健康服务、O2O、商业模式、创新与创业III Business Plan of Private Doctors and Health Services Abstract Beijing ZC medicine development co., LTD provides private doctor service, targeting at middle class families with an annual income more than 200000 RMB whom have certain higher standard health needs for their family members and themselves. Customers can get access to the private doctors of health service, large hospital registration service, hospitalization and other clinic service through the Internet web site, mobile client app, the hotline and so on. We cooperate with doctors or doctors’ agents, share revenue with them, decompose each service project respectively thus to charge customers separately. Through health consultation, health advice and clinic service, we curb the occurrence of diseases at the maximum extent and improve patient comfort, which in turn improves the comprehensive quality of citizens. Applying the general manager responsibility system of organization, our company sets up a chairman who is responsible for the strategic development, a general manager responsible for business development, routine operation and management. Company executives all have more than 15 years working experience in medical health industry，moreover, they not only understand the medical health industry, but also have rich network resources in this area. The core department in our company is the private doctor team that all members are from the top hospitals in Beijing. The majority of the members has more than 20 years’ clinical experience in top hospital, and can put forward original ideas to cure various difficult and complicated diseases, thus providing professional medical and health services for contract customers. In terms of project operation, the first step is to sets up company organization, recruiting experts with more than 20 years of clinical experience, establishing private doctor team that provides professional health knowledge service to contract customers, cooperating with on-the-job doctors to set up Patient-helper team, solving the difficulty of expensive medical treatment problem, and then build client development team, finance team and so on. Secondly, we develop information systems and databases, including the company's web site, the mobile client app, data management system, service module verification system, etc., therefore providing system supportIV for the business model. The third step is to establish partnership with the medical center, medical equipment companies such as car rental generation driving, so as to provide physical examination service, remote medical treatment, car shuttle service. After above steps finished, we start to the trial stage, promoting application in the pharmaceutical industry, getting trial clients by giving a discount on fees for the first time, testing the information system of the project and all the business processes. After the trial stage, we officially put this project into full operation, and to broaden and deepen our cooperation with more renowned and rich clinical experienced doctors with regard to our business development, therefore providing better service to clients. In terms of marketing, we obtain customer resources, setting up strategy suitable for the development of the company so as to establish a good corporate image. What’s more, we try to establish a high-end and uniform corporate image, providing high quality customer service, targeting our customers according to the business situation. Moreover, we expand our company image by holding academic BBS exchange, inviting renowned experts to participate in academic forums, promoting a stable development for our business. To sum up, we establish a bridge between the clients and the hospitals that provides health services, health consultation, large hospital registration service, hospitalization and other clinic service to clients so as to improve national health quality. We provide health monitoring service for old man live alone through regular inspection and telemedicine, so customers can enjoy professional services while spending a small amount of money, therefore improving the quality of people's health and the health survival rights. Key words: Private Doctor, Health Service, Online to Offline, Business Model, Innovation and EntrepreneurshipV 目录 中文摘要 .......................................................................................................................I Abstract...................................................................................................................... III 第一章 前言 .................................................................................................................1 1.1 研究背景...........................................................................................................1 1.2 文献综述...........................................................................................................3 1.3 研究方法与路径...............................................................................................4 第二章 项目介绍 .........................................................................................................6 2.1 公司介绍...........................................................................................................6 2.2 产品（服务）简介...........................................................................................6 2.3 业务简介...........................................................................................................7 2.4 业务流程...........................................................................................................7 2.5 项目优势...........................................................................................................8 2.5.1 产品（服务）优势.................................................................................8 2.5.2 系统平台优势.........................................................................................8 2.5.3 人才优势.................................................................................................9 2.6 商业模式...........................................................................................................9 2.7 本章小结......................................................................................................... 11 第三章 市场分析 .......................................................................................................12 3.1 市场现状.........................................................................................................12 3.1.1 春雨医生...............................................................................................12 3.1.2 iTriage ...................................................................................................13 3.2 市场现状分析.................................................................................................14 3.3 客户需求分析.................................................................................................15 3.3.1 客户对象分析.......................................................................................15 3.3.2 产品分析...............................................................................................16 3.3.3 价格分析...............................................................................................17 3.4 客户获取.........................................................................................................17 3.5 项目竞争性分析.............................................................................................18 3.6 本章小结.........................................................................................................19 第四章 组织管理 .....................................................................................................20 4.1 团队介绍.........................................................................................................20 4.2 组织架构模式.................................................................................................21VI 4.3 本章小结.........................................................................................................21 第五章 运营计划 .......................................................................................................22 5.1 设计开发计划.................................................................................................22 5.2 运营计划.........................................................................................................23 5.3 营销策略.........................................................................................................25 5.4 本章小结.........................................................................................................27 第六章 财务分析 .......................................................................................................28 6.1 项目成本.........................................................................................................28 6.2 经营收益.........................................................................................................28 6.3 融资融智计划.................................................................................................29 6.4 本章小结.........................................................................................................30 第七章 风险控制 .......................................................................................................31 7.1 经营风险及对策.............................................................................................31 7.2 市场风险及对策.............................................................................................32 7.3 财务风险及对策.............................................................................................33 7.4 本章小结.........................................................................................................34 结论 .............................................................................................................................35