本文是一份具备可操作性的健康管理项目。医驻家移动医疗APP（以下简称医驻家 APP）作为创业项目进入了2018年第十六届中国MBA创业大赛决赛，项目真实且具有可 操作性。本项目旨在实现集线上与线下相结合的为老年人提供医疗、保舰养老服务于 一体的健康管理平台，突破常规，拟解决老年人“看病难”、“看病贵”等问题。 本文首先在充分了解老年人需求的基础上，并结合多名医学专家多年从医经验设计 出医驻家APP所有模块及其功能，即线上研发的医驻家APP是一款集分诊医疗服务、医 学基础知识宣传，健康监测、预防保舰营养定制、心灵交流、在线药店、在线咨询、 建立专属健康档案为一体的应用软件。线下为老年人提供一键式上门服务（包括上门体 检、上门诊治、上门送药、上门送餐及个性化服务等），旨在为老年人提供全面又便利 的就医方式；然后,通过调查问卷的方式进行市场调研，并根据所获得数据分析本APP 的市场需求，同时研究了当前老年人医疗服务市场的容量以及医疗卫生服务市场的相关 特征；接着进行了营销环境分析，利用PEST技术分析了企业的宏观环境，同时对行业 竞争态势进行了阐述，又利用SWOT分析对企业内外部环境即优势、劣势、机会、威胁 进行了剖析；再接着依据4P理论提出了本APP的营销运营策略：产品、价格、渠道、 促销；最后，针对项目的盈利模式和商业模式进行了详细分析。同时提出本APP在推行 中可能遇到的风险及其应对措施。 关键词：医驻家APP；老年人；医养模式 II ABSTRACT Thispaperisanoperationalhealthmanagementproject.Asanentrepreneurialproject, themedicalhomeAPPenteredthefinalofthe16thChinaMBAentrepreneurship competitionnorthernregionofthe"brightuber"cupin2018.Theprojectisrealand operable.Thisprojectaimstorealizeahealthmanagementplatformintegratingonlineand offlineservicestoprovidemedicalcare,healthcareandold-agecarefortheelderly,break throughtheconventionalpractices,andsolvetheproblemsof"difficultyingettingmedical services"and"highcostofmedicalservices"fortheelderly. Inthispaper,firstofall,onthebasisoffullyunderstandingtheelderlyneeds,and combinedwithyearsofexperienceofmedicalexpertstodesignthemedicalinAPPall modulesandtheirfunctions,namelyonlineresearchanddevelopmentof"dinthehome" APPisacollectionoftriagemedicalservices,medicalbasicknowledgepropaganda,health monitoring,prevention,healthcare,nutrition,custom,communion,onlinepharmacies,and onlineconsulting,tosetuptheexclusivehealthrecordsfortheintegrationofapplication software.Offlineone-clickdoor-to-doorservicesfortheelderly(includingdoor-to-door physicalexamination,door-to-doordiagnosisandtreatment,door-to-doormedicinedelivery, door-to-doormealdeliveryandpersonalizedservices,etc.),aimingtoprovidetheelderly withcomprehensiveandconvenientmedicaltreatment;Then,marketanalysisiscarriedout. Marketresearchisconductedbymeansofquestionnaire.MarketdemandofthisAPPis analyzedaccordingtotheobtaineddata.Thenthemarketingenvironmentisanalyzed,the macroenvironmentoftheenterpriseisanalyzedwithPESTtechnology,thecompetitive situationoftheindustryiselaborated,andtheinternalenvironmentoftheenterprise, namelytheadvantages,disadvantages,opportunitiesandthreats,isanalyzedwithSWOT analysis.Then,accordingtothe4Ptheory,themarketingstrategyofthisAPPisproposed: productstrategy,pricestrategy,channelstrategyandpromotionstrategy;Atlast,theprofit modelandbusinessmodeloftheprojectareelaborated,andtheuseoffunds,investment useandsalesrevenueareanalyzedandcalculatedbycomprehensivelyevaluatingfinancial indicatorssuchasinvestmentpaybackperiod,netpresentvalueandinternalrateofreturn. Atthesametime,thepossiblerisksintheimplementationofthisAPPandcorresponding countermeasuresareproposed. Keywords:MedicalhomeAPP;Theelderly;Medicalcaremode III 目录 摘要......................................................................................................................................I ABSTRACT...........................................................................................................................II 第一章绪论.......................................................................................................................1 1.1项目背景...................................................................................................................1 1.2项目意义...................................................................................................................2 1.3国内外研究现状.......................................................................................................3 1.3.1国外研究现状................................................................................................3 1.3.2国内研究现状................................................................................................3 1.4主要研究内容与方法...............................................................................................4 1.4.1主要研究内容................................................................................................4 1.4.2研究方法........................................................................................................5 第二章项目介绍...................................................................................................................6 2.1项目背景介绍...........................................................................................................6 2.2创业团队...................................................................................................................6 2.3产品概况...................................................................................................................6 2.4技术路线...................................................................................................................7 第三章市场分析...................................................................................................................9 3.1产业背景...................................................................................................................9 3.2市场调研...................................................................................................................9 3.3市场需求.................................................................................................................10 3.4市场容量..................................................................................................................11 3.5市场特征..................................................................................................................11 3.5.1医疗卫生服务市场的特殊性.......................................................................11 3.5.2医疗卫生服务市场的垄断性......................................................................12 3.5.3医疗卫生服务市场经济运行规律..............................................................12 3.5.4医疗卫生服务的政府主导..........................................................................12 第四章产品与服务...........................................................................................................13 4.1产品与服务............................................................................................................13 4.1.1分诊医疗服务.............................................................................................13 4.1.2常规查体与在线药店..................................................................................14 4.1.3在线咨询与医学基础知识..........................................................................15 4.1.4中医针灸推拿保健......................................................................................16 IV 4.1.5专业设计每周营养餐..................................................................................16 4.1.6社群交友与老人心灵交流..........................................................................17 4.2产品优劣势比较.....................................................................................................17 4.3应用前途及未来规划.............................................................................................18 第五章营销环境分析.........................................................................................................20 5.1宏观环境分析....................................................................