【作者】 王爽；

【导师】 伍青生；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 在我国现行医疗体系面对诸多问题的局势下,移动医疗伴随着科技的进步和网络的普及蓬勃发展起来,而移动医疗App也逐渐的被消费者广泛接受和使用,而春雨天下软件公司开发的远程在线问诊平台,“春雨掌上医生”,正是其中的佼佼者。但经过三年的发展,其商业模式的搭建还未成形,同时也存在着诸多的问题和危机。文章通过对其发展历程和现状、主要竞争者盈利模式和现状、消费者使用情况和偏好分析、国家宏观经济与政策导向等几个方面进行了研究和探讨,对“春雨掌上医生”搭建SWOT模型,总结归纳了其优势、劣势、机遇和挑战,最终提出扩充上下游合作商,结合公立医院医疗资源,搭建完整医疗生态圈的营销模式构想,为其在未来的可持续性发展战略布局上给出了建议和参考。更多还原

【Abstract】 As the present medical system is under a situation of so many problems, M-health is emerging up quickly with the development of technology and Internet. Different kinds of Apps are accepting and using for more and more people and the “Chunyu Palms Doctor”,an App developed by Chunyu, has come to one of the bests. After three years development and operation, “Chunyu Palms Doctor” has not set up a mature and complete business model and also faced many problems and threats. This thesis try to build up the SWOT model of "Chunyu Palms Doctor" and summarize its strengths, weaknesses, opportunities and threats by analyzing several aspects such as itself development process and existing situation, other major competitors’ profit model and existing situation, the demand and preference of consumers and the macro economy in China. At the end of the thesis, we provide an accessible business model, which suggesting "Chunyu Palms Doctor" could combine with both upstream and downstream operators and resources from public hospitals to build up a complete m-health ecosystem to achieve a sustainable development.更多还原