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MBA硕士毕业论文_N公司互联网医疗业务发展战略研究PDF

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文本描述
互联网医疗是以互联网为载体、以信息技术为手段,与传统医疗健康服务深度 融合而形成的一种新型医疗健康服务业态的总称。近年来,无论从国家政策和社 会需求层面,还是从互联网与医疗健康行业的融合层面,都预示着,互联网医疗 行业将迎来新的一轮发展风口。本文以BN公司互联网医疗业务作为研究对象,就 其互联网医疗业务的发展现状及所遇问题加以分析,并试图探寻出一条适合其自 身能力的业务发展战略,以应对未来互联网医疗行业的激励竞争。 本文基于战略管理相关理论和管理类工具的应用,采用PEST和五力模型对 BN公司互联网医疗业务所面对的宏观环境、行业竞争态势加以分析,并结合BN 公司互联网医疗业务自身的优劣势,通过SWOT和QSPM矩阵,帮助BN公司完 成业务战略分析与业务战略选择。 通过对BN公司互联网医疗业务内外部环境的剖析与研究,最终确定了适合 BN公司互联网医疗业务发展的“合作型战略”。BN公司应依照该业务发展战略, 一方面,通过战略结盟的方式与其业务链上合作伙伴进行资源整合,以提升其原 有商业模式的盈利效率与盈利能力;另一方面,BN公司也应通过与互联网医疗企 业展开合作,以提升其自身的互联网医疗运营能力,增强其未来的业务升级的可 能性。同时,BN公司也应该从组织、人才、资金、文化等方面为业务战略的实施 提供必要的保障。期望本文的研究成果能对BN公司有所帮忙,助力其在未来的行 业竞争中取得更多的突破与成果。 关键词:互联网医疗;医疗信息化;发展战略; II ABSTRACT Internet medical service is a new type of medical and healthcare service which is formed by the deep integration of Internet and traditional medical and healthcare services by means of information technology. In recent years, whether from the level of national policy and social needs, or from the level of integration of the Internet and the medical and healthcare industry, all indicate that the Internet medical industry will usher in a new round of development. This paper takes BN company's Internet medical service as the research object, analyzes the development status and problems of its Internet medical service, and tries to find out a business development strategy suitable for its own ability to cope with the future incentive competition of the Internet medical industry. Based on the theory of strategic management and the application of management tools, this paper uses PEST and Five-Force Model to analyze the macro-environment and industry competition situation faced by BN company's Internet medical services, and combines the advantages and disadvantages of BN company's Internet medical services, through SWOT and QSPM matrix, helps BN company to achive the analysis and selection of business strategy. Through the analysis and research on the internal and external environment of BN company's Internet medical service, the "cooperative strategy" suitable for the development of BN company's Internet medical service is finally determined. According to the business development strategy, on the one hand, BN company should integrate resources with its partners in the business chain through strategic alliance to enhance the profitability and efficiency of its original business model; on the other hand, BN company should cooperate with Internet medical enterprises to enhance its own Internet. Medical operation capabilities enhance the possibility of future business upgrading. At the same time, BN company should also provide necessary guarantee for the implementation of business strategy from the aspects of organization, talent, capital, culture and so on. It is hoped that the research results of this paper can be helpful to BN Company and help it make more breakthroughs and achievements in the future industry competition. Keywords: Internet Medical Service; Medical Informatization; Development Strategy; III 目 录 摘要 ................................................................................................................................. I ABSTRACT ..................................................................................................................... II 第一章 绪论 ................................................................................................................. 1 1.1 研究背景 ......................................................................................................... 1 1.2 研究意义 ......................................................................................................... 1 1.3 国内外研究现状 ............................................................................................. 2 1.4 研究目标与内容 ............................................................................................. 3 1.4.1 研究目的 .............................................................................................. 3 1.4.2 研究内容 .............................................................................................. 4 1.5 研究方法与技术路线 ..................................................................................... 4 1.5.1 研究方法 .............................................................................................. 4 1.5.2 技术路线 .............................................................................................. 5 第二章 外部环境分析 ..................................................................................................... 7 2.1 宏观环境分析 ................................................................................................. 7 2.1.1 政治环境分析 ...................................................................................... 7 2.1.2 经济环境分析 ...................................................................................... 8 2.1.3 社会环境分析 ...................................................................................... 9 2.1.4 技术环境分析 .................................................................................... 11 2.2 行业环境分析 ............................................................................................... 13 2.2.1 互联网医疗行业概述 ........................................................................ 13 2.2.2 互联网医疗行业发展现状 ................................................................ 16 2.3 竞争状况分析 ............................................................................................... 20 2.3.1 新进入者的威胁 ................................................................................ 20 2.3.2 替代品威胁 ........................................................................................ 21 2.3.3 同行业内的竞争威胁 ........................................................................ 21 2.3.4 卖方的议价能力 ................................................................................ 22 2.3.5 买方的议价能力 ................................................................................ 23 2.4 本章小结 ....................................................................................................... 23 IV 第三章 内部环境分析 ............................................................................................... 25 3.1 BN公司概况 ................................................................................................ 25 3.1.1 公司简介 ............................................................................................ 25 3.1.2 互联网医疗业务发展历程 ................................................................ 25 3.2 BN公司互联网医疗业务资源分析 ............................................................ 27 3.2.1 全面的产品保障 ................................................................................ 27 3.2.2 高质量的人才储备 ............................................................................ 29 3.2.3 享誉全国的品牌形象 ........................................................................ 29 3.2.4 具有行业特质的企业文化 ................................................................ 29 3.3 BN公司互联网医疗业务能力分析 ............................................................ 30 3.3.1 营销能力 ............................................................................................ 30 3.3.2 实施能力 ......................................................