【作者】 张雷；

【导师】 王晓明；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【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场。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础。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场。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。更多还原

【Abstract】 With the reform of Chinese medical and health system,the integration of medical services and information has been continuously upgraded.A large number of software companies at home and abroad have entered the medical and health information construction software market,and products have gradually become homogeneous.The competition in the medical and health information construction market has become increasingly fierce.Immediately following the increase in demand for medical services,"Internet + medical health" emerged at the historic moment,which has brought a double blow to traditional medical and health information construction companies.The company named HYK was founded in 2012,based on the medical market in Sichuan,to provide medical and health information construction and telemedicine to medical institutions in the province.With the intensified competition in the medical and health information construction market,HYK’s market share is decreasing.Facing the diversified medical service model of Internet medical treatment,it is difficult for a single telemedicine sector to gain a foothold in the Internet medical market for a long time.In the face of huge market pressures,how should HYK complete strategic transformation and upgrades,look for market segments for Internet healthcare,and gain market share?This article takes HYK as the research object,and studies the development strategy of HYK in the context of the rapid development of the Internet medical market.First of all,this article introduces the background significance,purpose,research methods,and domestic and foreign research of the topic as the theoretical basis.Secondly,use the PEST tool to focus on Sichuan’s policies,economics,society,and technology for macro-environment analysis,and analyze the industry characteristics and development trends of "Internet + medical health",and combine Porter’s five forces The model evaluates the opportunities and threats that HYK will face in the future.Thirdly,through in-depth analysis and explanation of HYK’s internal environment through its own resources,capabilities,and operating conditions,the advantages and disadvantages of HYK are obtained.Finally,the EFE matrix and IFE matrix in corporate strategic management are used to weight and score the internal and external key factors of HYK,and then the SWOT matrix is used to strategically match the factors.Finally,the SWOTstrategic quadrangle is used to clarify the SO active strategic choice,that is,to persist The development of telemedicine business,coordinated development of medical information business,speeding up the improvement of the Internet hospital product library,while using resources to find sunk markets and county-level primary medical institutions,and establishing a "medical community" organization.It breaks through the walls of primary medical institutions,and combines online and offline methods to eventually occupy the sinking target market.Finally,it puts forward strategic implementation guarantee measures from seven aspects: building a business synergy organization,strengthening the construction of talent teams,strengthening technological innovation,improving the Internet hospital product line,strengthening customer relationship management,introducing venture capital,and strategic alliances.更多还原