I 摘要 随着我国医疗卫生体制的改革，医疗服务与信息融合不断升级，国内外大量 软件公司进入医疗信息化软件市场，产品逐渐同质化，医疗信息化市场竞争愈发 激烈。紧接着伴随医疗服务需求的增多，“互联网+医疗健康”应运而生，给传统 的医疗信息化企业带来了双重打击。HYK公司成立于2012年，立足四川医疗市场， 为省内医疗机构提供医疗信息化和远程医疗，随着医疗信息化市场竞争加剧，HYK 公司的市场份额越来越少。面对互联网医疗多样化的医疗服务模式，单一的远程 医疗板块难以长期立足互联网医疗市常面对巨大的市场压力，HYK公司应该如 何完成战略转型升级，寻找互联网医疗的细分市场，获得市场份额？ 本文以HYK公司为研究对象，围绕互联网医疗市场飞速发展时代背景下HYK 公司的发展战略问题做出研究。首先，本文介绍了选题的背景意义、目的、研究 方法以及国内外研究概况作为理论基矗其次，采用PEST工具聚焦四川地区的政 策、经济、社会、技术进行宏观环境分析，从“互联网+医疗健康”的行业特征 及发展趋势进行行业环境分析，结合波特五力模型评估HYK公司未来发展将面临 的机会与威胁。再次，通过对自身资源、能力、经营状况对HYK公司的内部环境 进行深入的分析和阐述，从而得出HYK公司具备的优势和劣势。最后，运用企业 战略管理中EFE矩阵、IFE矩阵对HYK公司的内外部关键因素进行权重与评分， 再结合SWOT矩阵对各因素进行战略匹配，最后通过SWOT战略四边形明确SO 主动型战略选择，即坚持远程医疗业务发展，医疗信息化业务协调发展，加快完 善互联网医院产品库，同时利用资源寻找下沉市场县域基层医疗机构，建立“医 共体”组织。突破基层医疗机构的院墙，以线上与线下结合的方式，最终占领下 沉目标市常最后，从构建业务协同组织、加强人才队伍建设、加强技术创新、 完善互联网医院产品线、加强客户关系管理、引进风险投资、战略联盟七个方面 提出战略实施保障措施。 关键词：发展战略，HYK公司，互联网医疗，战略定位，医共体 ADDINNoteFirst.PublicStoreADDINNoteFirst.PublicStore摘要 II ABSTRACT WiththereformofChinesemedicalandhealthsystem,theintegrationofmedical servicesandinformationhasbeencontinuouslyupgraded.Alargenumberofsoftware companiesathomeandabroadhaveenteredthemedicalandhealthinformation constructionsoftwaremarket,andproductshavegraduallybecomehomogeneous.The competitioninthemedicalandhealthinformationconstructionmarkethasbecome increasinglyfierce.Immediatelyfollowingtheincreaseindemandformedicalservices, "Internet+medicalhealth"emergedatthehistoricmoment,whichhasbroughtadouble blowtotraditionalmedicalandhealthinformationconstructioncompanies.The companynamedHYKwasfoundedin2012,basedonthemedicalmarketinSichuan,to providemedicalandhealthinformationconstructionandtelemedicinetomedical institutionsintheprovince.Withtheintensifiedcompetitioninthemedicalandhealth informationconstructionmarket,HYK'smarketshareisdecreasing.Facingthe diversifiedmedicalservicemodelofInternetmedicaltreatment,itisdifficultfora singletelemedicinesectortogainafootholdintheInternetmedicalmarketforalong time.Inthefaceofhugemarketpressures,howshouldHYKcompletestrategic transformationandupgrades,lookformarketsegmentsforInternethealthcare,andgain marketshare? ThisarticletakesHYKastheresearchobject,andstudiesthedevelopmentstrategy ofHYKinthecontextoftherapiddevelopmentoftheInternetmedicalmarket.First ofall,thisarticleintroducesthebackgroundsignificance,purpose,researchmethods, anddomesticandforeignresearchofthetopicasthetheoreticalbasis.Secondly,usethe PESTtooltofocusonSichuan'spolicies,economics,society,andtechnologyfor macro-environmentanalysis,andanalyzetheindustrycharacteristicsanddevelopment trendsof"Internet+medicalhealth",andcombinePorter'sfiveforcesThemodel evaluatestheopportunitiesandthreatsthatHYKwillfaceinthefuture.Thirdly,through in-depthanalysisandexplanationofHYK'sinternalenvironmentthroughitsown resources,capabilities,andoperatingconditions,theadvantagesanddisadvantagesof HYKareobtained.Finally,theEFEmatrixandIFEmatrixincorporatestrategic managementareusedtoweightandscoretheinternalandexternalkeyfactorsofHYK, andthentheSWOTmatrixisusedtostrategicallymatchthefactors.Finally,theSWOT ADDINNoteFirst.PublicStoreADDINNoteFirst.PublicStore摘要 III strategicquadrangleisusedtoclarifytheSOactivestrategicchoice,thatis,topersist Thedevelopmentoftelemedicinebusiness,coordinateddevelopmentofmedical informationbusiness,speedinguptheimprovementoftheInternethospitalproduct library,whileusingresourcestofindsunkmarketsandcounty-levelprimarymedical institutions,andestablishinga"medicalcommunity"organization.Itbreaksthroughthe wallsofprimarymedicalinstitutions,andcombinesonlineandofflinemethodsto eventuallyoccupythesinkingtargetmarket.Finally,itputsforwardstrategic implementationguaranteemeasuresfromsevenaspects:buildingabusinesssynergy organization,strengtheningtheconstructionoftalentteams,strengtheningtechnological innovation,improvingtheInternethospitalproductline,strengtheningcustomer relationshipmanagement,introducingventurecapital,andstrategicalliances. Keywords:developmentstrategy;HYK;InternetMedical;StrategicPositioning; Medicalcommunity ADDINNoteFirst.PublicStoreADDINNoteFirst.PublicStore摘要 IV 目录 UDC注1..............................................................................................................................1 学位论文...............................................................................................................1 （姓名、职称、单位名称）...........................................................................................1 AMasterThesisSubmittedto............................................................................................I 摘要....................................................................................................................................I ABSTRACT......................................................................................................................II 目录.................................................................................................................................IV 第一章绪论.....................................................................................................................1 1.1选题背景与意义................................................................................................1 1.1.1选题背景.................................................................................................1 1.1.2研究意义.................................................................................................3 1.2研究方法与思路................................................................................................3 1.2.1研究方法.................................................................................................3 1.2.2研究内容及论文框架.............................................................................4 1.3论文相关理论介绍............................................................................................5 1.3.1战略相关理论综述.................................................................................5 1.3.2互联网医疗相关理论综述.....................................................................7 1.3.3小结与启示.............................................................................................8 第二章HYK公司的外部环境分析..............................................................................9 2.1宏观环境分析....................................................................................................9 2.1.1政策环境.................................................................................................9 2.1.2经济环境...............................................................................................10 2.1.3社会环境...............................................................................................12 2.1.4技术环境...............................................................................................14 2.2行业环境分析..................................................................................................15 2.2.1互联网医疗行业发展现状及趋势.......................................................15 2.2.2行业竞争分析.......................................................................................18 2.3外部环境分析小结..........