iii 摘要 随着大健康产业的到来，国家先后颁布了一系列政策支持大健康产业的发展， 健康医疗地产作为大健康产业的一部分正日益受到市场的关注。近年来，许多企 业通过拓展性战略方式，开始把目光投向了“医疗+地产”的发展方向，同时地方 政府也在积极招商引资，以医疗健康产业的形式打造健康城市。政府的诉求与企 业的规划相互吻合，共同发展。 首先，运用PEST分析法和波特五力模型对公司外部宏观环境和竞争环境进行 分析，得出医疗健康地产行业发展前景好，竞争较激烈，但市场上普遍存在商业 模式不成熟，企业忽视医疗产业建设而重视住宅销售的特点。然后，从拓展京东 方健康产业园项目所需要的业务拓展、运营管理、技术研发、储备人才四个方面 对内部资源和能力进行分析。随后分析梳理公司面临的机遇与威胁，具备的优势 与劣势，通过对公司高管调研，采用专家打分法的方式将关键因素指标量化求出 关键因素的权重系数，利用EFE和IFE评价矩阵模型求出企业的总加权分数。最 后利用SWOT矩阵和IE矩阵，得出应该采用增长型战略即选择多元化战略、横向 一体化战略和战略联盟的方式作为公司战略发展的方向，并提出了发展愿景与战 略目标。 依据上述确定采取的战略，在战略实施阶段采用整合公司轻资产业务的资源， 投资并购企业的策略，从项目总体理念、选址、客群和市场的角度去定位健康产 业园项目，依据公司的特点去制定适合自身医疗地产业务发展的商业模式与盈利 模式，以及从多元化战略联盟的角度去实施落地。 本文通过收集、查阅并整理有关的健康医疗地产行业的资料，并且基于成熟 的战略管理理论，采用大量的数据、图表对京东方健康医疗地产项目进行战略分 析研究。本篇论文的研究密切结合了实际，增强了研究的实践价值，对其他发展 健康医疗地产的企业具有指导意义。 关键词：健康医疗地产；波特五力模型；IE矩阵分析；增长型战略；战略联盟 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT With the arrival of the large health industry, the state has issued a series of policies to support the development of the large health industry. As a part of the large health industry, health care real estate is increasingly concerned by the market. In recent years, many enterprises have begun to focus on the development direction of "health care + real estate" through the way of expanding strategy. At the same time, local governments are also actively attracting investment to build a healthy city in the form of health care industry. The demand of the government and the planning of the enterprises are consistent with each other and develop together. First of all, PEST analysis and Porter's five forces model are used to analyze the external macro environment and competitive environment of the company, and it is concluded that the development prospect of the medical and health real estate industry is good and the competition is fierce, but there are generally immature business models in the market, enterprises ignore the medical industry and pay attention to the characteristics of residential sales. Then, it analyzes the internal resources and capabilities from four aspects: business development, operation management, technology research and development, and talent reserve. Then it analyzes and combs the opportunities and threats faced by the company, the advantages and disadvantages, through the investigation of the company's senior executives, uses the expert scoring method to quantify the key factor indicators to find out the weight coefficient of the key factors, and uses the EFE and IFE evaluation matrix model to find out the total weighted score of the company. Finally, by using the SWOT matrix and IE matrix analysis, the paper determines the company's choice of growth strategy, that is, to adopt diversification strategy, horizontal integration strategy and strategic alliance as the direction of strategic development, and puts forward the development vision and strategic objectives. According to the above-mentioned strategies, the strategy of integrating the company's light asset business resources and investing in M & A enterprises is adopted in the strategic implementation stage. From the perspective of the overall concept, location, customer group and market of the project, the health industrial park project is positioned. According to the characteristics of the company, the business model and profit model suitable for the development of its own medical real estate business are formulated, as well as the diversified strategic alliance From the perspective of alliance 北京交通大学硕士专业学位论文 ABSTRACT v to implement landing. Based on the mature strategic management theory, this paper uses a large number of data and charts to carry out strategic analysis and research on BOE health and medical real estate project. The research of this paper is closely combined with the actual situation, enhances the practical value of the research, and has guiding significance for other enterprises developing health medical real estate. Key word：Health Care Real Estate；Porter Five Forces Model；IE matrix analysis； Growth Strategy;；Strategic Alliance 北京交通大学硕士专业学位论文 目录 目录 摘要 ........................... III ABSTRACT ............... IV 1 绪论 ....................... 1 1.1 选题背景及研究意义 .................... 1 1.1.1 选题背景 . 1 1.1.2 研究意义 . 1 1.2 国内外研究现状 ............................ 2 1.2.1 国外研究现状 ........................ 2 1.2.2 国内研究现状 ........................ 2 1.3 研究内容与方法 ............................ 3 1.3.1 研究内容 . 3 1.3.2 研究方法 . 4 1.4 研究技术路线 . 4 2 理论基础 ............... 6 2.1 战略管理理论 . 6 2.1.1 战略管理的概念 .................... 6 2.1.2 总体战略 . 6 2.2 理论工具 ......... 8 2.2.1 PEST工具 .............................. 8 2.2.2 波特五力模型 ........................ 9 2.4.3 SWOT分析 .......................... 10 3 京东方医疗地产业务环境分析 ........ 12 3.1 京东方医疗地产业务简介 .......... 12 3.1.1 京东方总体介绍 .................. 12 3.1.2 公司健康医疗地产业务内容 ............................. 12 3.2 宏观环境分析 .............................. 14 3.2.1 政治环境 .............................. 14 3.2.2 经济环境 .............................. 15 3.2.3 社会环境 .............................. 16 3.2.4 技术环境 .............................. 18 3.3 医疗地产行业环境分析 .............. 18 北京交通大学硕士专业学位论文 目录 3.3.1 行业中现有企业的竞争分析 ............................. 18 3.3.2 潜在加入者的威胁分析 ...... 20 3.3.3 供应商讨价还价的能力分析 ............................. 20 3.3.4 购买者讨价还价的能力分析 ............................. 21 3.3.5 替代品的威胁分析 .............. 21 3.3.6 小结 ....... 22 3.4 内部环境分析 .............................. 22 3.4.1 业务拓展能力分析 .............. 22 3.4.2 运营管理能力分析 .............. 24 3.4.3 产品研发能力分析 .............. 24 3.4.4 储备人才能力分析 .............. 25 4 京东方医疗地产业务战略制定 ........ 27 4.1 京东方医疗地产业务的战略方向分析 ..................... 27 4.1.1 外部机会与威胁 .................. 27 4.1.2 外部因素评价矩阵（EFE）分析 ...................... 28 4.1.3 内部优势与劣势 .................. 31 4.1.4 内部因素评价矩阵（IFE）分析 ....................... 32 4.2 公司的战略选择 ......................... 33 4.2.1 SWOT矩阵分析 .................. 33 4.2.2 内部外部矩阵（IE）分析 ... 34 4.3 公司战略的确定 .......................... 35 4.3.1 多元化战略 .......................... 35 4.3.2 横向一体化战略 .................. 36 4.3.3 战略联盟 .............................. 37 4.4 公司愿景与发展目标 .................. 37 4.4.1 公司愿景 .............................. 37 4.4.2 发展目标 .............................. 37 5 京东方医疗地产业务战略实施 ........ 40 5.1 整合公司资源 .............................. 40 5.1.1 园区的运营管理 .................. 40 5.1.2 显示领域的技术实力 .......... 42 5.2 搭建京东方医院平台 .................. 42 5.2.1 并购明德医院股权 .............. 42 5.2.2 签订医疗合作协议 .............. 44 北京交通大学硕士专业学位论文 目录 5.2.3 研发医疗健康产品 .............. 44 5.3 分解项目定位因素 ...................... 44 5.3.1 总体设计理念 ...................... 44 5.3.2 项目选址条件 ...................... 45 5.3.3 客户群体划分 ...................... 46 5.3.4 目标市场选择 ...................... 46 5.4 制定业务模式 .............................. 47 5.