互联网技术和商业模式创新深刻地推动了商业的变革，商业模式研究也日益 获得学界和企业界的重视。医疗健康行业是当前阶段，我国经济转型和社会服务 的重要领域和发展方向，如何通过商业模式的创新，用“互联网+”的方式推动 医疗改革、促进产业发展、带动企业转型，是本文研究的出发点。 本文从商业模式理论入手，对商业模式相关理论研究、互联网商业模式相关 理论和商业模式创新相关理论进行阐述，对商业模式的构成要素和创新路径进行 分析、总结，选择“商业模式画布”作为研究工具。继而，从“互联网+”医疗 健康的定义和外部环境分析入手，通过PEST方法对“互联网+”医疗健康的政策 环境、经济环境、社会发展状况和技术发展趋势进行分析，阐明“互联网+”医 疗健康的发展方向。在此基础上，以企业竞争力分析要素、SWOT分析方法对国 内外主要的“互联网+”医疗健康商业模式案例进行分析，评估目前主要参与公 司的竞争策略和优势，探索商业模式创新的切入点。最后，以H公司为研究对象， 进一步采用问卷调查、人员访谈等实证研究方法，分析H公司的企业愿景、发展 目标和相对优势，为H公司设计合适的“互联网+”医疗健康商业模式，制定创 新实施路径。 本文定位了价值主张要素在商业模式创新中的关键作用，结合医疗健康行业 特点和互联网技术特点，设计了适用于本领域的通用的商业模式创新路径，对于 本行业的企业有一定的借鉴意义。 关 键 词，商业模式，互联网+，医疗健康，创新，实施 论文类型，应用/专题研究浙江工业大学硕士学位论文 H 公司“互联网+”医疗健康业务的商业模式创新研究 II RESEARCH ON BUSINESS MODEL INNOVATION OF H COMPANY’S INTERNET + HEALTHCARE BUSINESS ABSTRACT Nowadays, internet technology and business model innovation have profoundly promoted the transformation of business, and business model research has increasingly attracted the attention of academic and business circles. In the current stage, the healthcare industry is an important area and development direction of China's economic transformation and social services. How to promote medical reform, promote industrial development and promote enterprise transformation through the innovation of business mode, are the starting point of this study. Starting from the business model theory, this paper elaborates the related theories of business model, Internet business model and business model innovation, analyzes and summarizes the elements and innovation paths of business model, and takes business model canvas as a research tool. Then, starting with the definition of Internet+ healthcare and the analysis of external environment, this paper analyzes the policy environment, economic environment, social development and technological development trend of Internet+ healthcare through PEST method, and expounds the development direction of Internet+ healthcare. On the basis of this, the paper analyzes the main cases of Internet+ healthcare business models at home and abroad based on the competitiveness analysis elements and SWOT analysis methods, evaluates the current competitive strategies and advantages of the main companies, and explores the entry point of business mode innovation. Finally, taking H Company as the research object, this paper further adopts the empirical research methods of questionnaire survey and personnel interview to analyze H Company's enterprise vision, development goals and relative advantages, and designs a suitable Internet+ healthcare business model for H Company to formulate innovative implementation path. This paper locates the key role of element of value proposition in business model innovation. Combining the characteristics of medical and health industry and Internet technology, it designs a general business model innovation path suitable for this field, which has certain reference significance for enterprises in this industry. KEYWORDS: Business Model; Internet+; Healthcare; Innovation; Implementation TYPE OF DISSERTATION / THESIS:Application Research浙江工业大学硕士学位论文 H 公司“互联网+”医疗健康业务的商业模式创新研究 III 目 录 1 绪论......................................................................1 1.1 选题背景......................................................1 1.2 研究的意义....................................................2 1.3 研究思路和框架................................................2 2 理论与文献综述 ....................................................... 4 2.1 商业模式研究综述..............................................4 2.2 商业模式相关理论综述..........................................7 2.3 商业模式创新相关理论.........................................11 3 “互联网”+医疗健康商业模式分析................................ 13 3.1 世界范围内医疗健康事业面临的挑战.............................13 3.2 中国的新医改.................................................15 3.3 “互联网+”医疗健康服务环境分析..............................16 3.3.1 政策层面...........................................................16 3.3.2 经济层面...........................................................18 3.3.3 社会层面...........................................................19 3.3.4 技术层面...........................................................20 3.4 “互联网+”医疗健康行业商业模式的影响因素....................21 3.4.1 供给不平衡 ........................................................21 3.4.2 利益相关方复杂....................................................21 3.4.3 正确的价值主张....................................................22 3.4.4 影响因素总结 ......................................................23 3.5 “互联网+”医疗健康行业商业模式的分类与比较研究..............24 3.6 “互联网+”医疗健康行业商业模式的典型案例分析................26 4 H 公司“互联网”+医疗健康商业模式设计 ........................ 30 4.1 公司基本情况.................................................30 4.2 公司现有商业模式分析.........................................32 4.2.1 生产与服务模式....................................................32 4.2.2 销售模式...........................................................33 4.2.3 盈利模式...........................................................33 4.2.4 研发体系...........................................................34 4.2.5 现有业务流程 ......................................................34 4.3 H 公司“互联网+”医疗健康商业模式设计 ........................37 5 “互联网”+医疗健康商业模式创新实施 .......................... 42 5.1 商业模式构建.................................................42 5.1.1 营销系统...........................................................42 5.1.2 运营系统...........................................................45浙江工业大学硕士学位论文 H 公司“互联网+”医疗健康业务的商业模式创新研究 IV 5.2 商业模式支撑体系建设.........................................48 5.2.1 战略规划...........................................................48 5.2.2 人力资源...........................................................49 5.2.3 文化建设...........................................................50 5.2.4 薪酬激励...........................................................51 5.2.5 信息化 .............................................................52 结论 ...................................................................... 55