肿瘤热疗作为新兴的医疗技术，其对肿瘤性疾病的治疗效果已经得到国内外医疗界 机构、人士的认可，B 公司研发的体腔热灌注机具有自主知识产权、精确控温，并进行 了近十万例次的临床使用，效果良好。 在我国，由于医院管理制度以及科室架构，导致行程以内、外科等以疾病治疗作为 科室分类，导致现阶段同一医院的多个科室独立开展热治疗情况极为普遍，鉴于体腔热 灌注技术具备一定的专业性和复杂程度，也使得各科室掌握体腔热灌注技术的熟练程度 不同，极易引发由此而来的效疗问题。 本文通过对建立 HIPEC 治疗中心商业计划书，从设备与相关技术、市场营销、财 务计划等方面详细介绍 HIPEC 治疗中心的具体实施计划，并通过对市场的需求状况调 查，了解目前的竞争状况，主要竞争对手情况，对本中心进行 SWOT 分析，以找出外 部环境等给公司带来的机会，面临的威胁，以及中心自身的优、劣势。在市场风险分析 方面，笔者通过前期有关走访，制定相对完备的营销计划，其中主要包括如何选取目标 市场，对医院所在区域进行市场定位，分析中心布局时应采取的营销策略。通过财务计 划，凭此确定对于中心所需要对投资者的回报承诺，在经济上、财务风险上、营销策略 上探讨设立 HIPEC 中心的商业可行性，并通过财务盈亏平衡分析和财务敏感性分析， 借此判断中心项目可能面临的风险以及财务抗风险能力，找出对方案具有影响的主要因 素以及风险，并提出针对性的防范风险措施。也为今后建立相关医疗救治中心的商业可 行性研究提供参考依据。 论证结果认为，该商业计划与 B 公司确定的推广具有国际领先水平、全自主开发的 体腔热灌注机目标相一致；对投资者具有很强的吸引力，财务盈利能力较好，投资风险 较小；该商业计划充分运用本企业的财务资源、经营资源和人力资源、项目符合国家医 疗政策，可行性和可信性较高；该商业计划从考虑到的企业内外部环境，目标市场，面 临的机会与威胁来看，务实的，可实现。 关键词，体腔灌注;医疗中心;商业计划II Abstract Hyperthermia as a new medical technology, the tumor disease treatment effect has obtained the domestic and foreign medical institutions, people's approval, hyperthermia perfusion machine B company developed with independent intellectual property rights, precise temperature control, and the clinical use of nearly one hundred thousand cases, the effect is good. In China, the hospital management system and the Department of architecture, to disease treatment as the classification of departments of internal and external lead to stroke, resulting in a number of departments at this stage of the same hospital independently of heat treatment is very common, in view of hyperthermia perfusion technology with the specialty and complexity, but also makes the Department of proficiency master of hyperthermia perfusion technology, can easily lead to the effect of the problem. Based on the establishment of HIPEC treatment center business plan, from the specific implementation plan of equipment and related technology, marketing, financial planning, details of the HIPEC treatment center, and the demand of market investigation, understand the current competitive situation, main competitors, SWOT analysis of the center, to find out the external environment brings opportunities, threats, and its advantages and disadvantages. In the market risk analysis, the author through the relevant visits, making a relatively complete marketing plan, including how to select the target market, the hospital should take the regional market positioning, marketing strategy analysis center layout. Through the financial plan, with the need to determine the center promises returns for investors, to explore the commercial feasibility of the establishment of HIPEC center in the economic, financial risk, marketing strategy, and through financial breakeven analysis and sensitivity analysis to determine the financial center, the project may face the risk and financial risk resisting ability, find out the main factors has an impact on the scheme and risk, and put forward the corresponding risk prevention measures. It also provides a reference for the establishment of relevant medical treatment center in the future. The results demonstrate that: consistent hyperthermia perfusion machine target with the international advanced level, to promote the development of independent business plan and B determined by the company; has a strong attraction to investors, financial profitability is better, less investment risk; the business plan, make full use of the enterprise's financial resources, management and human resources the project conforms to the national health policy, feasibility and credibility is higher; the internal and external environment, the business planIII from the enterprise to consider the target market, opportunities and threats, pragmatic, can be realized Keywords: Body cavity perfusion; Medical center; Business planIV 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景和意义............................................................................................................. 1 1.2 国内外文献综述............................................................................................................. 2 1.2.1 有关热疗方法的文献.............................................................................................. 2 1.2.2 有关商业计划书的文献.......................................................................................... 3 1.3 研究方法及主要内容..................................................................................................... 5 第二章 项目情况......................................................................................................................7 2.1 企业概况......................................................................................................................... 7 2.1.1 体腔热灌注............................................................................................................... 8 2.1.2 治疗中心技术优势.................................................................................................. 9 2.2 SWOT 分析.................................................................................................................... 10 2.2.1 机会........................................................................................................................ 10 2.2.2 威胁........................................................................................................................ 11 2.2.3 优势........................................................................................................................ 11 2.2.4 劣势........................................................................................................................ 14 2.3 本章小结....................................................................................................................... 15 第三章 市场分析....................................................................................................................16 3.1 行业环境....................................................................................................................... 16 3.1.1 国内市场................................................................................................................. 16 3.1.2 国际市场................................................................................................................. 17 3.2 市场需求分析................................................................................................................ 17 3.3 竞争分析....................................................................................................................... 19 3.3.1 波特“五力”竞争分析 ............................................................................................ 19 3.4 本章小结....................................................................................................................... 20 第四章 营销分析....................................................................................................................21 4.1 行业环境....................................................................................................................... 21 4.1.1 总体营销战略........................................................................................................ 21V 4.1.2 目标市场................................................................................................................ 21 4.1.3 市场定位................................................................................................................ 21 4.1.4 产品策略................................................................................................................ 21 4.1.5 渠道策略................................................................................................................ 22 4.1.6 价格策略................................................................................................................ 22 4.2 本章小结....................................................................................................................... 22 第五章 财务计划、收益分析与风险评估............................................................................23 5.1 三甲医院 HIPEC 治疗中心投融资额预算 ............................................................. 23 5.2 成本收益分析，........................................................................................................... 24 5.2.1 成本费用分析........................................................................................................ 24 5.2.2 收入和利润分析.................................................................................................... 24 5.2.3 财务盈利能力分析................................................................................................ 25 5.3 敏感性分析................................................................................................................... 26 5.4 社会效益分析............................................................................................................... 26 5.5 引起风险的因素及其对策........................................................................................... 27 5.5.1 政策风险与对策.................................................................................................... 27 5.5.2 技术风险与对策.................................................................................................... 27 5.5.3 经营风险与对策.................................................................................................... 27 5.6 本章小结........................................................................................................................ 28 第六章 管理团队建设............................................................................................................29 6.1 项目的开发................................................................................................................... 29 6.2 产品市场营销活动....................................................................................................... 29 6.2.1 总体营销战略........................................................................................................ 29 6.2.2 政府政策扶持........................................................................................................ 29 6.2.3 开展战略布局评诂................................................................................................ 30 6.2.4 搞好市场调研........................................................................................................ 30 6.3 构建有效的激励机制................................................................................................... 30 6.4 本章小结....................................................................................................................... 30 结 论......................................................................................................................................31