幸福孕育线上平台是一套旨在针对医院前线医务人员及科研实验室、管理层及病 患三方数据共享的线上平台。该套平台对于前线医务人员及科研实验室来说，能提供 电子化病历录入及病患后续治疗方案跟踪、实时监控科研实验室设备运行情况、及时 向科研实验室人员反馈出现异常现象的设备运行数据、试管婴儿胚胎培育情况等；对 于管理层来说，能实现病患个人档案电子化、数字化，后方自动存储大量试管婴儿临 床数据，为将来试管婴儿的培育工作提供大量宝贵的应用数据和实验案例；对于病患 来说，该套线上平台能提供上千条关于试管婴儿孕育的科普知识、常见误区、在线解 答等环节，同时当病患拥有了专属于病患个人的 ID 号之后登陆该线上平台，能实时查 询病患所作的检查项目结果及配有简单的结果说明书，免却了病患重新挂号咨询医生 的宝贵时间。 本商业计划书分为七章，分别介绍了幸福孕育线上平台的市场情况、竞争环境、 营销策略、人力资源管理、财务情况、风险控制及后期退出机制。得出以下结论， （1）幸福孕育线上平台在国内暂无同类型的产品，该套线上平台能抢占国内较大的市 场份额，市场容量较大，产品竞争性较强；（2）该套线上平台的目标顾客群体是全国 范围内拥有国家正规试管婴儿相关资质的综合医院或专科医院，顾客讨价还价能力较 高；（3）幸福孕育线上平台采取电话营销、同行会议、见面直接营销为主的营销方 式，采用口碑传播建立自身品牌形象，同时争取在第一年将该套线上平台推广至广东 省所有符合资格的医院，第二、三年将其推广至华南地区及华中地区的医院，第四年 之后遍布全国；（4）财务方面，幸福孕育线上平台平均投资回报期为 2.08 年，即平 均 2.08 年后能收回投资，形成收益。 关键词，线上平台；试管婴儿；市场分析；竞争分析；营销策略II Abstract ‘Breeding happily’ is an online platform for the doctors, laboratories, managers in the hospital and the patients who want to have a test-tube baby. For the doctors, ‘Breeding happily’ can record every patient’s detail information including the state of the illness, treatment and the treatment outcome electronically. For the laboratories, ‘Breeding happily’ can not only monitor the machines electronically, but also can send the message to laboratories’ workers if it has abnormal data during the monitoring. For the managers in the hospital, ‘Breeding happily’ can keep the patients information , treatment and data from laboratories automatically, it is of great convenience for the managers to find out what data they need and how the test-tube baby breeds in the laboratories. Also, these data can be safely used by the managers to try to find out what determines to the success rate of the test-tube baby. For the patients who want to have a test-tube baby, ‘Breeding happily’ can offer over 1000 information about the test-tube baby and ask-and-answer. If the patient has its own ID, it can be used to log in the online platform to check the treatment outcome which can save the patients’ time a lot. This thesis has 7 chapters, including the market, competition environment, marketing, human recourses, finance and risk control and draw some results:(1)There are no relevant competitors in China right now, thus, ‘Breeding happily’ can have a big market share during the early stage and have a strong competitiveness;(2)The target customers focus on the regular general hospitals or test-tube baby specialized hospitals; The bargaining power of the target customers is high; (3) ‘Breeding happily’ use the telephone and sponsor the conference to promote and set up its own brand image by word-of-mouth communication; Moreover, ‘Breeding happily’ first-year target market focus on Guangdong Province, and then South China and Central China in the next 2 years, in the fourth year, it will promote to all over of China;(4) The average investment-return period of ‘Breeding happily’ is 2.08 years which means it can has profit after 2.08 years. Key word: online platform; test-tube baby; market analysis; competition; analysis; marketingIII 目 录 摘要............................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪论...............................................................................................................................1 1.1 选题背景及意义 .............................................................................................................. 1 1.1.1 选题背景.................................................................................................................... 1 1.1.2 研究意义.................................................................................................................... 2 1.2 研究内容及研究方法 ...................................................................................................... 2 1.3 结构安排 .......................................................................................................................... 2 1.4 概念界定 .......................................................................................................................... 3 1.4.1 服务管理.................................................................................................................... 3 1.4.2 公共服务信息门户——服务管理的具体应用........................................................ 3 1.4.3 Web 服务 ................................................................................................................... 4 1.5 文献综述 .......................................................................................................................... 4 1.5.1 中小企业公共服务平台的功能和作用研究............................................................ 4 1.5.2 中小企业公共服务平台建设的类型和模式研究.................................................... 5 1.5.3 中小企业公共服务平台运行机制的初步探讨........................................................ 5 第二章 项目概述.......................................................................................................................6 2.1 项目简介 .......................................................................................................................... 6 2.2 差异性优势 ...................................................................................................................... 6 2.3 投资及销售预测 .............................................................................................................. 7 2.4 预测利润及投资回报期 .................................................................................................. 8 第三章 市场分析......................................................................................................................9 3.1 试管婴儿行业环境分析 .................................................................................................. 9 3.1.1 国家政策对试管婴儿行业的影响............................................................................ 9 3.1.2 经济环境对试管婴儿行业的影响.......................................................................... 10 3.1.3 社会环境对试管婴儿行业的影响.......................................................................... 10 3.1.4 技术环境对试管婴儿行业的影响.......................................................................... 11 3.1.5 小结 PEST ............................................................................................................... 11IV 3.2 试管婴儿之线上平台现状及发展趋势 ........................................................................ 12 3.2.1 试管婴儿之线上平台现状...................................................................................... 12 3.2.2 试管婴儿之线上平台发展趋势.............................................................................. 12 3.3 幸福孕育线上平台发展前景预测 ................................................................................ 12 3.4 竞争分析 ........................................................................................................................ 12 3.4.1 现有竞争者分析...................................................................................................... 13 3.4.2 替代品分析.............................................................................................................. 13 3.4.3 潜在竞争者分析...................................................................................................... 13 3.4.4 供应商议价能力...................................................................................................... 14 3.4.5 顾客讨价还价能力.................................................................................................. 14 3.5 SWOT 总结分析 ............................................................................................................ 14 3.6 本章小结 ........................................................................................................................ 15 第四章 市场定位及盈利模式.................................................................................................16 4.1 目标顾客群体分析 ........................................................................................................ 16 4.2 选择目标市场 ................................................................................................................ 16 4.3 市场定位 ........................................................................................................................ 18 4.4 网站功能 ........................................................................................................................ 18 4.4.1 网站模块设计.......................................................................................................... 18 4.4.2 线上平台业务流程.................................................................................................. 19 4.4.3 网站功能设计.......................................................................................................... 20 4.5 盈利模式 ........................................................................................................................ 21 4.6 本章小结 ........................................................................................................................ 22 第五章 营销策略.....................................................................................................................23 5.1 营销战略 ........................................................................................................................ 23 5.2 产品策略 ........................................................................................................................ 23 5.2.1 产品生命周期.......................................................................................................... 23 5.2.2 总体架构.................................................................................................................. 23 5.2.3 平台建设.................................................................................................................. 24 5.2.4 产品卖点.................................................................................................................. 24 5.3 定价策略 ........................................................................................................................ 25V 5.4 渠道策略 ........................................................................................................................ 27 5.5 促销策略 ........................................................................................................................ 27 5.5.1 免费使用半年.......................................................................................................... 27 5.5.2 赞助同行会议.......................................................................................................... 28 5.6 本章小结 ........................................................................................................................ 28 第六章 组构及人力资源开发与管理....................................................................................29 6.1 组织结构 ........................................................................................................................ 29 6.2 人力资源战略 ................................................................................................................ 30 6.2.1 规划与配置战略...................................................................................................... 30 6.2.2 用工管理战略.......................................................................................................... 31 6.2.3 薪酬管理战略.......................................................................................................... 31 6.2.4 培训管理战略.......................................................................................................... 31 6.3 人力资源管理 ................................................................................................................ 31 6.3.1 薪酬和福利.............................................................................................................. 31 6.3.2 安全和健康.............................................................................................................. 32 6.3.3 劳动关系.................................................................................................................. 32 6.4 团队成员简介 ................................................................................................................ 32 6.5 本章小结 ........................................................................................................................ 32 第七章 财务计划....................................................................................................................33 7.1 股权结构及规模 ............................................................................................................ 33 7.2 销售预算 ........................................................................................................................ 34 7.2.1 销售预测.................................................................................................................. 34 7.3 成本预算 ........................................................................................................................ 35 7.4 预计财务报表 ................................................................................................................ 35 7.5 预计利润表 .................................................................................................................... 36 7.6 预计现金流量表 ............................................................................................................ 37 7.7 财务指标分析 ................................................................................................................ 38 7.7.1 销售趋势分析.......................................................................................................... 38 7.7.2 盈利能力分析.......................................................................................................... 38 7.7.3 变现能力分析.......................................................................................................... 41VI 7.7.4 预期投资回报期...................................................................................................... 43 7.8 本章小结 ........................................................................................................................ 43 第八章 风险管理与退出机制.................................................................................................44 8.1 风险 ................................................................................................................................ 44 8.1.1 市场风险.................................................................................................................. 44 8.1.2 技术风险.................................................................................................................. 44 8.1.3 经营风险.................................................................................................................. 44 8.1.4 财务风险.................................................................................................................. 45 8.1.5 其他风险.................................................................................................................. 45 8.2 风险应对措施 ................................................................................................................ 45 8.2.1 市场风险应对.......................................................................................................... 45 8.2.2 技术风险应对.......................................................................................................... 45 8.2.3 经营风险应对.......................................................................................................... 46 8.2.4 财务风险应对.......................................................................................................... 46 8.3 资本退出方式 ................................................................................................................ 46 8.3.1 退出决策.................................................................................................................. 46 8.3.2 退出方式分析.......................................................................................................... 47 8.4 本章小结 ........................................................................................................................ 47 结 论.........................................................................................................................................48