【作者】 李斌；

【导师】 陈宏；

【作者基本信息】 电子科技大学 ， 高级管理人员工商管理（EMBA）（专业学位）， 2015， 硕士

【摘要】 在经历了30多年的飞速发展后,我国的服务医疗体系的不断完善,医疗服务水平得到显著提高。但据彭博社发布的《世界最健康国家》的报告,中国的居民健康水平仅排第55位。2010年中国医师协会发布的《中国城市白领健康白皮书》指出,有76%的城市白领处于亚健康状态,60%的比例则处于过劳状态。居民的健康现状的低下以及健康意识的增强,则为我国的健康体检市场迎来机遇。而随着我国经济步入新常态,个性化、多样化的消费模式将取代过去的模仿型排浪式消费,对于竞争逐渐激烈的健康体检市场,如何适应这种消费市场的新常态,提高企业自身的核心竞争力具有重要的意义。本文通过对目前我国健康体检市场的现状,以及四川体检市场现状做了系统的分析,探析出美年大健康的生存与发展之道。同时剖析了美年大健康在国内及四川市场的经营情况,在不断激烈的市场竞争中,在“四分天下”的体检市场环境下,提供个性化健康管理方案,更为精准的满足客户在健康及保健产品方面的需求。目前,美年大健康还在一个布局的阶段。首先,我们将建设完善体检平台,把全国的盲点扫除；其次,将提供后续的增值服务,如中医体检、健康产品,培育公司的独特竞争力。最后为确保公司未来持续增长的发展战略,在激烈的中国体检机构竞争市场站稳领头者的席位,树立良好的品牌形象,对自有市场深耕细作,制定合理有效的市场营销策略,整合各种可用资源,提高服务质量,才能在巩固现有市场地位的同时,不断壮大发展自己。并着力于开拓新市场,迎着健康服务产业飞速发展的势头稳步向前。最终达到让人民群众感到满意,产生显著的社会效益与经济效益的目的。更多还原

【Abstract】 After 30 years of rapid development, the health care system of our country continues to improve, and the level of medical services has been significantly improved. However, according to the report the healthiest countries in the world published by Bloomberg, the health level of Chinese residents only ranks 55.China’s urban white-collar health white paper published by Chinese Medical Association in 2010 points out that 76% of the urban white-collar workers are in the sub healthy state, with 60% in the fatigue state. Poor health situation of the residents and enhancement of health awareness bring opportunities to the country’s physical check-up market. With Chinese economy entering a new normal state, personalized, diversified consumption patterns will replace the previous imitation waves consumption, and for the competing healthy examination market, how to adapt to this new normal state of consumer market and improve the company’s core competitiveness is of great significance.Through analyze of the status of the current healthy check-up market in China and of the check-up market in Sichuan in this paper, we explore and analyze the survival and development way of Health 100.At the same time, it points out the operate situation of Health 100 in Sichuan Province in China Within the fierce market competition, within the healthy check-up market Health 100 is aimed at supplying personal healthy management scheme and meeting customers’ need accurately in terms of health and health care products. At present, Health 100 is being a state of layout. First of all, we are going to construct and complete the platform of health check-up and sweep out the health check-up blindness in China. Secondly, we will provide subsequent value- added services, such as traditional Chinese medicine physical examination, health products and cultivating the company’s unique competitive edge. Finally, in order to ensure the company’s growing development strategy in the future and the leadership position in fiercely competing market of Chinese healthy check-up institutions, only by building a good brand image, ploughing deep into company’s own market, developing reasonable and effective marketing strategies, integrating all kinds of resources available and improving the quality of service can company consolidate s the existing market position while continue to develop itself and focus on exploiting new markets, moving forward the rapid development momentum of the health care industry,which ultimately leads to the aim of making people satisfied and generating significant social and economic benefits.更多还原