我国目前老龄化现象日益严重，人均收入的增长使得人民对于身体保健的需求不断 增加，医学影像诊断行业的需求量也随之大幅度提升。在迎来机遇的同时，对于我国传 统的医学影像诊断行业也是一个巨大的挑战，传统的影像诊断行业在面对需求量的增加 有力不从心之态。医疗需求的激增使得医疗机构负担加重，导致了影像检查等待时间变 长，服务质量下降，误诊事件增加，医患矛盾加重等情况；而且当前国内医疗机构之间 影像检查结果互认困难，导致患者产生一些不必要的重复检查。第三方独立医学影像诊 断中心可以提供更优质便捷的服务，很好地解决这些问题。国外独立医学影像诊断中心 已经非常成熟，而我国独立医学影像诊断中心刚刚起步，亟待进一步发展。 本报告以上海 ZX 医学影像诊断中心项目作为研究对象，通过商业计划书的形式， 运用战略管理学、营销管理学和财务管理学等方面的理论，对项目的各个方面进行详细 的分析和总体规划。 首先，我们对项目的研究背景和意义、国内外研究现状、项目的研究内容和方法， 以及本文的研究思路进行综述；第二，我们通过PEST模型对项目宏观环境进行分析， 得出项目整体环境利好的结论，接着通过五力模型分析行业内的竞争环境，同时对比了 行业内现有竞争者的特性；第三，我们介绍了项目的开展背景、服务内容、建设单位以 及商业模式等，并通过SWOT分析对ZX公司该项目的优劣势进行分析，得出了ZX公司 应当充分发挥优势、避免劣势，把握该项目的机遇的结论；第四，我们通过市场分析的 方法对项目的产品定位和营销目标进行概述；第五，通过对项目实施依据的梳理，以及 制定项目的人员、设备配置计划，分析项目的技术可行性；最后，运用财务管理的方法 建立财务模型，对项目的盈利能力进行分析，并运用风险管理的方法，得出结论，项目 存在一定的风险性，但可以通过针对措施来降低风险发生的可能性或减少风险发生时可 能产生的负面影响。总体来说，项目具有较高的可行性。 关键词，医学影像；诊断中心；商业计划II Abstract At present, the phenomenon of aging is becoming more and more serious in our country. People's demand for health care is increasing with the increase of per-capita income , and the demand for medical imaging diagnosis industry is also greatly increased. It brings great opportunity to the medical imaging diagnosis industry ,meanwhile,it also brings giant challenge to the traditional medical imaging diagnosis industry ,which is unable to cope with the increasing demand. The surge of medical demand increases the burden of medical institutions. As a result, the waiting time of imaging examination becomes longer, the quality of service drops, the misdiagnosis events increase, the contradiction between doctors and patients intensifies, and at present, it is difficult to recognize the results of image examination among medical institutions in China. The third party independent medical imaging diagnostic center can provide higher quality and convenient service, and solve these problems very well. Independent medical imaging diagnostic center abroad has been very mature. But our country independent medical image diagnosis center just starts, urgently needs further development. This paper takes the project of Shanghai ZX Medical Image diagnosis Center as the research object, and it applies the theories of strategic management, marketing management and financial management through the form of business plan，to analyse and plan all the aspects of the project. First of all, we summarize the research background and significance of the project, we analyze the macro environment projectthrough the PEST mode, comparing the characteristics of the existing competitors in the industry at the same time; Third, we introduced the project background, service content, the construction unit and the business model, and the project through the SWOT analysis of ZX company is analyzed, the advantages and disadvantages in the obtained ZX company shall give full play to the advantages and avoid disadvantages, grasp the opportunity of the conclusion of this project; Fourthly, we summarize the product positioning and marketing objectives of the project through market analysis. Fifthly, the technical feasibility of the project is analyzed through the analysis of the project implementation basis and the personnel and equipment allocation plan of the project. Finally, we use the financial model to analyze the profitability of the project, and using risk management method to analyzethe probably risk, putting forward to the certain conclusion to diffrent risk to reduce the negative impact that could have been caused by the risks. Key Words: Medical Imaging ;Diagnosis Center;Business PlanIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪 论............................................................................................................................1 1.1 研究背景和研究意义..................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述.......................................................................................................................... 2 1.2.1 主要理论................................................................................................................... 2 1.2.2 国外研究综述........................................................................................................... 6 1.2.3 国内研究综述........................................................................................................... 7 1.3 研究内容......................................................................................................................... 9 1.4 研究方法.......................................................................................................................... 9 1.5 项目研究技术路线........................................................................................................ 10 第二章 投资环境与行业分析................................................................................................11 2.1 项目宏观环境分析........................................................................................................ 11 2.2 行业竞争环境分析........................................................................................................ 13 2.2.1 五力模型分析........................................................................................................ 13 2.2.2 国内主要竞争者..................................................................................................... 15 2.3 本章小结........................................................................................................................ 17 第三章 项目概况及公司介绍................................................................................................19 3.1 项目开展背景................................................................................................................ 19 3.1.1 静安区医疗资源概况............................................................................................ 19 3.1.2 项目建设必要性分析............................................................................................ 20 3.2 项目服务内容............................................................................................................... 20 3.3 建设单位概况............................................................................................................... 21 3.4 商业模式介绍............................................................................................................... 23 3.5 项目竞争力分析............................................................................................................ 24 第四章 项目营销分析和实施................................................................................................28IV 4.1 市场需求分析............................................................................................................... 28 4.2 市场细分与目标市场选择............................................................................................ 29 4.2.1 市场细分................................................................................................................. 29 4.2.2 目标市场选择......................................................................................................... 30 4.3 市场定位........................................................................................................................ 31 4.4 获客渠道及营销目标.................................................................................................... 31 4.4.1 获客渠道................................................................................................................. 31 4.4.2 营销目标................................................................................................................ 33 4.5 产品定位与营销战略.................................................................................................... 34 4.5.1 产品定位................................................................................................................ 34 4.5.2 营销战略................................................................................................................ 34 4.6 本章小结........................................................................................................................ 36 第五章 项目管理与实施规划................................................................................................37 5.1 项目实施依据................................................................................................................ 37 5.2 组织架构及管理团队.................................................................................................... 38 5.3 人员配置计划及薪酬计划............................................................................................ 39 5.4 项目实施方案................................................................................................................ 42 5.5 影像设备配置计划........................................................................................................ 43 5.6 本章小结........................................................................................................................ 43 第六章 项目收益分析............................................................................................................45 6.1 项目投资和融资............................................................................................................ 45 6.1.1 项目投资................................................................................................................. 46 6.1.2 项目首轮股权融资计划......................................................................................... 47 6.1.3 项目退出方式说明................................................................................................. 48 6.2 经济效益分析................................................................................................................ 48 6.2.1 五年营收能力预测................................................................................................ 49 6.2.2 五年盈利能力分析................................................................................................ 49 6.2.3 财务利润分析........................................................................................................ 52 6.2.4 项目投资回收期分析............................................................................................. 52V 6.2.5 项目不确定性分析................................................................................................ 53 6.2.6 财务敏感性分析.................................................................................................... 53 6.3 社会效益分析............................................................................................................... 54 6.4 本章小结....................................................................................................................... 56 第七章 风险分析....................................................................................................................57 7.1 经营风险与应对............................................................................................................ 57 7.1.1 经营风险................................................................................................................. 57 7.1.2 风险对策................................................................................................................. 57 7.2 政策风险与应对............................................................................................................ 58 7.2.1 政策风险................................................................................................................. 58 7.2.2 风险对策................................................................................................................. 58 7.3 技术风险与应对............................................................................................................ 59 7.3.1 服务器稳定性风险................................................................................................. 59 7.3.2 远程诊断责任风险................................................................................................. 59 7.3.3 临床信息不统一风险............................................................................................. 60 7.3.4 误诊风险................................................................................................................. 60 7.4 管理风险与应对............................................................................................................ 60 7.4.1 管理风险................................................................................................................. 60 7.4.2 风险对策................................................................................................................. 60 7.5 财务风险与应对............................................................................................................ 61 7.5.1 财务风险................................................................................................................. 61 7.5.2 风险对策................................................................................................................. 61 7.6 本章小结........................................................................................................................ 61 结 论......................................................................................................................................62