An Analysis On The Profit Model Of Ping An Good Doctor Under The New Business Model Of "Internet + Medical"

Medical services are closely related to the vital interests of the people and are a public undertaking that guarantees the health of our residents..With the development and progress of the society,people’s pace of life is speeding up and work pressure is increasing,leading to an increase in the number of sub-health and chronic diseases.At the same time,the aging of China’s population is increasingly serious,and the elderly have greater demand for medical care and higher requirements for medical services.At present,traditional medical resources are unable to meet people’s increasing health needs in quantity and quality.The emergence of "Internet + Medical" business model provides new possibility to solving the current problem of inadequate and overly expensive medical services for Chinese residents.In recent years,China’s "Internet +Medical" market has been booming,especially the outbreak of 2020 novel coronavirus has brought an opportunity for "Internet + medical",making it develop very rapidly in a short period of time.However,due to the lack of a clear profit model,many enterprises are still in the state of loss after several years of establishment,and some even have to withdraw from the market.Although the outbreak of the epidemic has made "Internet + medical" have good development prospects,the development status of related companies can still reveal that its profit model still has loopholes.How to build an effective profit model and find a path suitable for the development of "Internet + Medical" enterprises is the most urgent problem to be solved.The research on the profit model of "Internet + Medical" in China is still in the exploration stage,most of which are theoretical studies or summaries of the profit model of mature foreign enterprises,with few analyses on typical cases.Known as a unicorn enterprise,Ping An Good Doctor is the first listed company of "Internet +Medical" industry.Since its establishment in 2015,it has invested a lot but failed to make a profit in the past four years.It is quite representative in the industry and has great research significance.This paper adopts the method of literature analysis,case analysis and comparative analysis to study the current problems existing in the profit model of Ping An Good Doctor,analyze the reasons,and put forward specific countermeasures to provide reference for the future development of "Internet +Medical" enterprises.Based on reading a lot of relevant literature,this article first sorts out the research on the profit model,the "Internet +" profit model,and the "Internet +Medical" profit model.Secondly,it introduces the connotation and constituentelements of profit model,summarizes the "Internet + Medical" formation characteristics and classification of profit model,and clarifies the theoretical basis of the "Internet + Medical" profit model.Then,based on the development status and main business of Ping An Good Doctor,according to the five-element theory of profit model,a comprehensive analysis of the profit targets,profit points,profit leverage,profit sources and profit barriers of Ping An Good Doctor,The two more influential competitors,Dr.Chunyu and Good Doctor Online,conducted a comparative analysis to study the problems in their profit model,explore the causes of the problems,and solve the problems.Ping An Good Doctor has four main sources of profit: consumer medical services,family doctor services,health malls,health management and interaction.Consumer medical services are the main source of profits,and family doctor services are its core profit points.By comparing with the types and components of the profit models of competing companies,the main problems of Ping An Good Doctor are as follows:The customers are mainly provided by Ping An enterprises,resulting in a narrow customer range;Serious homogenization of business led to the core profit point from family doctor services to health mall;The gross profit margins of many major businesses have been decreasing year by year,and they have reversed changes in the sales scale of enterprises;Insufficient user stickiness has led to a lower customer conversion rate in the Ping An Good Doctor online ecosystem.By analyzing data such as the distribution of customers,the positioning of actual profit points,changes in the gross profit margin and sales scale of various businesses,and the conversion rate of user fees in the financial reports of Ping An Good Doctor over the years,this paper believes that the main reasons for the above problems include rely too much on ping an enterprise in the user transport,imitation of similar products,insufficient bargaining power in purchase and sales,and lack of credibility of online services.In view of the above,this article puts forward some suggestions on how to improve the profit model of Ping An Good Doctor from the following four aspects,including:(1)Expanding new user groups and reducing reliance on Ping An Group;(2)Developing core competitive businesses and establish a profit model with its own characteristics;(3)Expanding the purchase and sales channels of enterprises and enhance the bargaining power of transactions;(4)Improving the use value of offline clinics and the credibility of online diagnosis and treatment.It is hoped that these suggestions can provide a reference for improving the profit model of Ping An GoodDoctor to promote the healthy development of China’s "Internet + Medical" industry.