面向二次诊疗服务的O2O业务商业模式构建研究

论文总字数：24741字

摘 要

O2O模式（Online to Offline），又称离线商务模式，是指线上营销线上购买或预订（预约）带动线下经营和线下消费。O2O通过打折、提供信息、服务预订等方式，把线下商店的消息推送给互联网用户，从而将他们转换为自己的线下客户，这就特别适合必须到店消费的商品和服务。

二次诊疗（远程医疗会诊）又称第二诊疗意见，第二诊疗意见服务是在个人患疾病或遭受意外伤害并已经获得诊断（也就是第一医疗意见）的基础上，咨询遍布世界各地的顶尖级医疗机构所组成的咨询网络，向您提供专业书面医疗建议。主要针对危及生命或改变生命状态的疾病，如癌症、良性肿瘤、先天性心脏疾病等。

随着互联网模式的不断壮大与其他行业的联系也与日俱增，互联网医疗作为一个新型的医疗模式正快速的进入市场。互联网医疗包括了以互联网为载体和技术手段的健康教育、医疗信息查询、电子健康档案、疾病风险评估、在线疾病咨询、电子处方、远程医疗会诊、及远程治疗和康复等多种形式的健康医疗服务。

本文通过对互联网医疗中二次诊疗服务（远程医疗会诊）为核心来研究目前互联网医疗的商业模式构建。通过对比国内外的发展状况，分析其经验和问题所在；并通过目标客户的选择和盈利模式来分析现有的平台设计理念；通过案例来分析现存在的问题和应对策略并且对互联网医疗的发展做一个展望。

关键词：二次诊疗（远程医疗会诊）、国内外现状、目标客户、平台商业模式

The study of the structure of the business model of the online to offline that facing the second diagnosis and treatment service

Name XinYao Shi

Supervised by Hong Sun

Abstract

Online to offline, also known as offline business model, is refers to the online marketing， online purchase or booking, driving the offline business and offline consumption. Through discounts, provide information and booking service, O2O pushes the messages of the offline stores to the Internet users, in order change them into their own offline customers, which is particularly suitable for the goods and services that you must go to the shop to consume.

Secondary treatment (telemedicine consultation), also known as the second medical opinions, is the service that basis on the first medical opinions of people who have been injured or suffered from disease, consulting the reference network that is made up of the top medical institutions all over the world and providing professional written medical advice. This service mainly aim at the diseases that threatening lives or changing life conditions such as cancer, benign tumors and congenital heart disease.

With the growing of the Internet model and the growth of the links with other industries, Internet Medical service has become a new medical model and rapidly enters the market. Internet Medical service which uses the Internet as the carrier and the technical methods, including health education, medical information, electronic health records, disease risk assessment, online consulting disease, electronic prescriptions, remote medical consultation, and remote treatment and rehabilitation health medical treatment service.

This article studies the establishment of the current Internet Medical Business model with the second medical service (telemedicine consultation) as the core. By comparing the current situation at home and abroad, analysis the experience and the existing problems, through the target customer selection and profit model to analyze the existing platform design ideas, and through the case to analyze the existing problems and coping strategies and do a prospect of the development of Internet medical service.

Key Words: Secondary treatment (telemedicine consultation), Current situation at home and abroad, Target customer, Platform business model

目 录

摘 要 .....................................................................III

Abstrac .....................................................................IV

目 录 .......................................................................V

第一章 绪论 .................................................................1 1.1选题背景以及意义 ...................................................1

1.1.1 二次诊疗（远程医疗会诊）的重要性 ...............................1

1.1.2 O2O模式的发展 .................................................2

1.1.3两者结合的意义 .................................................2

1.2 研究方法与研究思路 .................................................3

1.3 本论文的创新点 .....................................................3

1.4 文章结构安排 .......................................................4

1. 文献综述以及国内外现状 ...............................................5

2.1商业模式文献综述 ..................................................5

2.2 互联网 医疗现有商业模式 ...........................................5

2.3 国内外现状的分析 ...................................................6

2.3.1 国外二次诊疗（远程医疗会诊）的发展现状分析 .....................7

2.3.2 国内二次诊疗（远程医疗会诊）的发展现状分析 .....................8第三章 面向二次诊疗服务的020商业模式构建 ..................................9

3.1目标客户与客户价值主张 .............................................9

3.2顾客问题解决方案的架构与特征分析 ...................................9

3.3盈利模式分析 ......................................................10

3.4互补型服务的合作平台设计 ..........................................11

第四章 面向二次诊疗服务020商业模式构建的主要问题与策略 ....................13

第五章 案例分析 ............................................................15

第六章 结论与展望 ..........................................................17

致谢 ........................................................................18

参考文献 ....................................................................19

第一章 绪论

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