Reconfiguration Of Business Model Of R Inc.'s Medical Device Business Line Based On The Form Perspective Of Structure

With the steady development of global economy,people's awareness of health has been increasing.In addition,under the background of "New Medical Reform",the direction of national policies and market demands promote a rapid development of the huge medical devices consumption market.As the research object of this paper,R Company coincides with the golden era of the development of medical devices depends on the national policies.Since 2016,it has acquired 186 sub-branches and has established a marketing network covering 31 provinces and cities across the country.In 2017,its total revenue ranks 13th in the domestic pharmaceutical business listed companies,but its business model has never been revised.This paper studies on three issues,including "whether the market environment has changed for R's medical equipment business","whether it is possible to maintain the competitive advantage of the previous business model",and "how to design an optimized business model".At first,"Value Realization" as the nature of business model is analyzed based on the reality and related theoretical studies.The external macro and internal micro characteristics of R market environment are studied by using the PEST model and the Six-element model of micro-marketing environment.After this,the business model innovation theory is applied to the carding of R company's medical devices business line model,and the basic theory of financial management is used to discover the obvious problems such as "the unimproved operational capabilities and the declined market competitiveness".By using the New Boston matrix,it is predicted that R needs"centralized development" for it is currently a "decentralized enterprise".Furthermore,R company is judged still at the "development stage" based on the logic when designing the business model,and it is in the "development crisis" by using"the model of enterprise global recognition".According to the conceptual framework of the TCH business model design,it is believed that R company can integrate the sub-company recruitment and marketing human resources and continuing capital and organization investment in order to broaden the value realization spectrum.By extending service tentacles and enhancing brand recognition and consolidating brand attachment,customer-company relationship and the alignment of dyadic cognition can be improved in an effective way.R company should further consolidate the symbiotic relationship between products and services,develop the service into a lead to the product sales,and thus expand its product-service inter-dependence.Through group synergy,monitoring and proper decentralization,scale(and scope)economy can be realized.Next,the paper draws TCH business model design matrices before and after R company business model reconstruction,and believes that it can be developed from a"professional" enterprise to a "societal" one.Last but not least,financial data analysis theory and tools are used to forecast and compare that R's medical device business line can achieve about 10.011 billion yuan in revenue and 3.135 billion yuan in profits after reconfiguration of its business model,and whose development speed will exceed industry growth rate in previous years.Then the FMEA is used for the risk forecast that new risks can be reduced to an acceptable level through the adoption of control measures.Based on the above,the conclusion is safely drawn that the reconstructed model can meet the needs of its development and direct R company to a better adaptability and sustainable development under market change,which can offer practical reference and theoretical guidance in reality.The author used the financial data analysis theory and tools to predict.