Research On Optimization Of Mindray Medical's Business Mode

As for the research on business model optimization(BMO)of medical device enterprises,this thesis chooses Mindray Medical,a domestic listed company,the largest medical device manufacturer and seller in the medical device industry by market value as the case study object of BMO.As a professional supplier of medical devices,Mindray medical’s sales network is distributed in China and different countries and regions around the world,engaging in international operations.Medical device is a part of the national strategic research projects,and there are many domestic medical device enterprises in China.Business model is still a hot research area.The purpose of this research is to probe the present situation of the case business model,analyze the problems existing in the current business model,provide the optimization scheme and implementation measures,expecting to offer a business model thinking framework and decision-making reference to the BMO of similar domestic enterprises in dynamic uncertain environment from a strategic perspective.The research methods adopted in this thesis include literature study,case study,statistical data analysis,questionnaire survey and statistical analysis.The research includes: searching Chinese and foreign literature on business model in the past 20 years.The business model research in western countries started earlier than that in China,there are relatively abundant foreign literature on business model out there.The number of domestic literature on business model has also been emerging in the past 10 years,and the research motivation is not reduced in Chinese academia.Through literature retrieval and study,this thesis summarizes and sorts out the Chinese and foreign literature review.The theoretical basis of this research is formed on this literature research.The thesis discusses the three dimensions of the environment of the case enterprise,namely PEST,5-Force and Risks.This thesis mainly adopts the four elements of business model theory of Mark W.Johnson et al,the nine elements of business model theory of Osterwalder.This thesis uses Michael Porter’s competitive strategy and value chain theory and Jay B.Barney’s resource-based theory.From the four dimensions of value proposition,customer interface,infrastructure,cost and income,questionnaire survey and data analysis are conducted on the business model of the target enterprise,and the fitting degree of business model theory and business model practice is explored.Meanwhile,according to the analysis of the case financial data,the target enterprise was compared with the world’s TOP10 similar medical device enterprises.Descriptive statistics,inferential statistics,regression analysis and exponential fitting growth model were used to conduct statistical analysis on the data of the case enterprise and benchmark enterprises.Based on data analysis and theoretical analysis,The problems existing in the business model of the target enterprise are summarized as follows: the impact of the epidemic on key businesses,insufficient capacity and international market share,the stability of the supply of human resources in core resources,and the flexibility and agility of the supply chain.Focusing the existing problems in business model,according to nine-factors theory,from dimensions of customer segments,value propositions,customer relationships,channels,key activities,key resources,key partnerships,revenue streams and cost structure,this research has formulated business model optimization scheme and implementation measures.In addition,a feedback mechanism of normalized optimization was designed works to verify,correct,adjust and iterate BMO in practice to proactively respond to the challenge of external random risks.