摘要
摘要
随着我国经济的快速发展,大量先富起来的人越来越重视自身及家人的医疗
健康问题。然而与发达国家相比,我国的医疗环境和治疗水平还相对落后,因此
我国的海外医疗欧亿·体育（中国）有限公司近年来开始了突飞猛进地发展。美康公司的唯一股东为美国
最大的医保集团蓝十字蓝盾,在海外医疗欧亿·体育（中国）有限公司具有先天的优势,因此本文以美康
公司为案例来研宄其海外医疗项目竞争战略,以期为我国海外医疗欧亿·体育（中国）有限公司的发展提
供有益的参考

具体而言,本文的研宄工作主要有:(1)在介绍美康公司开展海外医疗项目
的相关背景基础上,明确本文的研究对美康公司开展海外医疗项目具有重要的现
实意义,进而提出本文的研宄内容及相关研宄方法。(2)基于PEST分析、SWOT
分析、竞争战略和企业战略,竞争战略中的五力模型及三大一般性战略,以及相
关分析方法,论述了与本文相关的基础理论,进而从国外国内两个方面综述与美
康公司海外医疗项目竞争战略相关的研宄概况。(3)美康公司海外医疗项目竞争
战略环境分析。在论述海外医疗欧亿·体育（中国）有限公司概况与美康公司概况的基础上,从技术资源、
人力资源、品牌资源、文化资源四个方面对美康公司海外医疗项目的内部环境进
行详细分析;从政治环境因素、经济环境因素、社会环境因素、科技环境因素等
四个方面对美康公司海外医疗项目的外部环境进行详细分析,进而从新加入者的
威胁、客户的议价能力、替代品或服务的威胁、供货商的议价能力、既有竞争者
五个方面来分析美康公司海外医疗项目的五力模型,最后进行了竞争战略的
SWOT分析,以便为后续的竞争战略选择研究打下基础。(4)美康公司海外医疗
项目的竞争战略选择与制定。在分析了美康公司使命和战略目标的基础上,分析
其差异化战略、专一化战略、低成本战略等三大战略,提出美康公司海外医疗项
目的总体竞争战略的选择。(5)从实施途径与实施过程两个方面来论述美康公司
海外医疗项目竞争战略的实施,并在此基础上从控制过程、控制措施这两个方面
来论述美康公司海外医疗项目竞争战略的控制。(6)全面总结本文在美康公司海
外医疗项目竞争战略研究方面所做的研究工作,并分析当前研究工作中的不足,
进而提出下一步研究工作的努力方向

针对美康公司海外医疗项目进行竞争战略研宄,不但对美康公司而言具有十
分重大的现实意义,甚至对整个海外医疗欧亿·体育（中国）有限公司也有重要的参考价值

关键词:竞争战略;海外医疗;美康公司;战略分析
iii &39;
北京交通大学硕士专业学位论文
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ABSTRACT
ABSTRACT
With the rapid development of China&39;s economy, a lot of people who get rich are
paying more and more attention to the health issues of themselves and their families.
However, comparing with developed countries, Chinese medical environment and
treatment level is still relatively backward, so China!s overseas medical industry is
developing rapidly in recent years. The sole shareholder in Meikang Company is
BlueCross BlueShield (the largest U.S. insurance company), has inherent advantages in
overseas medical industry. Therefore, this paper takes Meikang Company as a case to
study the overseas medical project competition strategy and provides useful references
for the development of Chinese medical industry overseas.
Specifically, the main research aspects of this paper are as follows:
L Based on the background of overseas medical projects of Meikang Company,
this research has important practical significance to carry out overseas medical
screening project, and then put forward the research content and research methods.
2. This paper introduces the basic theories from PEST analysis,SWOT analysis, the
enterprise strategy and competitive strategy , competitive strategy in the five forces
models, competitive strategy in the three general strategies, competition strategy
analysis method, and then from the two aspects of the summary of domestic and foreign
to overview the compete strategy of Meikang Company^ overseas medical projects.
3. The analysis of competitive strategy environment of Meikang overseas medical
projects. Based on the general situation of overseas medical industry and Meikang
Company, this paper analysis the internal environment of Meikang overseas medical
projects from four aspects: technical resources, human resources, brand resources and
cultural resources. Also analysis the external environment of Meikang overseas medical
projects from four aspects: political factors, economic factors, social environmental
factors, and technology factors. And then from the threat of new entrants, the bargaining
ability of customers, the threat of substitute products or services, the bargaining ability
of the suppliers, competitors, to analyze the five forces model of Meikang Company’s
overseas medical projects.Finaily has carried on the SWOT analysis of competitive
strategy, lay the foundation of competitive strategy choice.
4. Based on the analysis of Meikang Company&39;s mission and strategic objectives,
this paper analysis on: the analysis of the differentiation strategy, focus strategy, low
iv 北京交通大学硕士专业学位论文
^
ABSTRACT
cost strategy, put forward the general competitive strategy of Meikang Company^
overseas medical project.
5. Discussing the implementation of the competition strategy of Meikang
Company’s overseas medical projects from various ways of implementation and
implementation process,from control process and control measures to discuss the
competitive strategy of Meikang Company’s overseas medical project.
6. A comprehensive summary of research work in this paper in the research of
competitive strategy of Meikang Company5s overseas medical projects, and analyzes
the deficiencies of the current research work, and puts forward the direction of the next
step of the research work.
It is very important for Meikang Company of the research about competitive
strategy for Meikang Company&39;s overseas medical projects. Moreover, there is
important reference value for other companies which engaged in overseas medical
project
KEYWORDS : [Competitive strategy; Overseas medical;Meikang Company;
Strategic analysis;]
V 北京交通大学硕士专业学位论文
^
目录
目录
觀 iii
ABSTRACT iv
1 弓It 1
1. 1研宄背景及意义1.1.1研宄背景1.1.2研宄意义1.2研宄内容与方法1.2. 1研宄内容1.2. 1研宄方法2理论基础与文献综述2. 1相关理论基础2. 1. 1企业战略与竞争战略2. 1.2竞争战略中的五力模型2. 2文献综述2.2.1国外相关文献综述2.2.2国内相关文献综述3美康公司海外医疗项目竞争战略环境分析
1〇
3. 1海外医疗欧亿·体育（中国）有限公司及美康公司概况
1〇
3. 1. 1海外医疗欧亿·体育（中国）有限公司概况
1〇
3. 1.2美康公司概况3.2美康公司海外医疗项目竞争战略内部环境分析3.2.1技术资源3.2.2人力资源3.2.3品牌资源3.2.4文化资源3. 3美康公司海外医疗项目竞争战略外部环境分析3.3. 1宏观环境分析3.3.2竞争环境分析
21
3.4美康公司海外医疗项目竞争战略SWOT分析
25
Vi 北京交通大学硕士专业学位论文
:
3.4. 1优势分析
25
3.4.2劣势分析
26
3.4.3机会分析
26
3.4.4威胁分析
26
3. 4. 5 SWOT策略分析
26
4美康公司海外医疗项目竞争战略选择与制定
28
4.1美康公司的使命和战略目标
28
4.1.1美康公司的使命
28
4. 1.2美康公司的战略目标
29
4.2美康公司海外医疗项目竞争战略的分析与选择
29
4.2. 1差异化战略在竞争战略中的体现
30
4.2. 2专一化战略在竞争战略中的分析
31
4.2. 3低成本战略在竞争战略中的分析
32
4.3美康公司海外医疗项目竞争战略制定与分解
33
5美康公司海外医疗项目竞争战略的实施与控制
34
5.1美康公司海外医疗项目竞争战略的实施
34
5. 1. 1差异化竞争战略实施途径
34
5. 1. 2竞争战略实施过程
37
5.2美康公司海外医疗项目竞争战略的控制
38
5. 2. 1竞争战略实施的控制过程
38
5. 2. 2竞争战略实施的控制措施
39
6结论与展望
41
6. 1研宄结论
41
6. 2研宄展望
42
参考文献 43
作者简历 45
独创性声明
46
学位论文数据集
47
vii 北京交通大学硕士专业学位论文
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1引言
1引言
1.1研究背景及意义
1.1.1研究背景
当前,不少发展中国家为了更好地发展经济,以牺牲环境为代价来追求经济
的高速增长,再加上医疗管理体制不完善等因素,使得不少发展中国家都存在如
下方面的问题:食品安全及雾霾环境污染等客观因素导致国内癌症患者增加迅速;
国外新药上市比国内早6-8年;国内的医疗环境相对较差、体检粗放、医疗服务
态度差、排队等位情况严重;与欧美等发达国家相比,发展中国家的就医环境和
医疗水平相对落后很多。由于上述原因,海外医疗欧亿·体育（中国）有限公司已经在各发展中国家开始
突