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標題: | 中國醫用食品藍海市場創新商業模式研究
—以上海優善生物醫藥有限公司為例 Research in Innovative Business Model of Medical Food Blue Ocean—A Case Study About Shanghai Youshan Biological Medcine Co., LTD |
作者: | Li Wu 吳立 |
指導教授: | 陳俊忠 |
關鍵字: | 醫用食品,特殊膳食,藍海戰略,核心競爭力,商業模式, Medicinal food,Special diet,Blue ocean strategy,Core competence,Business model, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 隨著社會經濟的不斷發展,環境污染問題與日俱增,人類的亞健康問題也愈發凸顯,對於自身健康的需求也漸漸提高。2013年,根據《食品安全法》的規定,國家衛生和計劃生育委員會頒佈了第11號公告,公佈了四項新食品安全國家標準,其中一項標準的出臺備受矚目——《特殊醫學用途配方食品通則》(GB29922-2013),這意味著非藥物的腸內營養製劑終於有了一套正式的分類及使用標準,而特殊醫學用途配方食品作為一種“醫用食品”,開始逐漸進入大眾的視野,醫用食品的出現可能就是滿足消費者長期營養訴求的產品。
如今,大健康產業正處於如火如荼的發展階段,“國務院關於促進健康服務業發展的若干意見”中明確指出,至2020年,健康服務業總規模將達到8萬億以上,該數字無疑意味著廣闊的市場和一眾躍躍欲試的競爭者,如果不在早期階段就打好立法基礎,後續可能引發的市場秩序混亂等問題難以遏制,而《食品安全法(修改稿)》的出臺無疑為醫用食品行業的健康發展奠定了堅實的立法基礎。有關數據顯示,將來十年,中國膳食補充品將有以下三大發展趨勢:從一二線城市向三四線城市滲透、老年群體向中青年人群滲透、滋補功能保健向膳食營養補充滲透,中國膳食補充品行業進入高速發展的“黃金時期”。 作為一項新鮮事物和新興產業,本文將從經濟學和管理學的角度分析醫用食品產業鏈的可開拓性以及創新的商業模型。在波詭雲譎的商業世界,前瞻性、創新性和行業敏感性是決定企業發展的關鍵因素,若能在醫用食品發展的新興階段率先拿下這片藍海,不僅能夠促進企業發展,更是促進國內整個醫用食品行業的發展。想要做行業先鋒,創新的思維和具有實踐性的商業模式必不可少。 With the development of economy, the enviroment problem is becoming increasingly severe, and the human sub-health problem is also posing a huge challenge to us.The awareness and requirement of human health is growing undoubtedly. In 2013, according to the stipulation of <The Food Safety>, the National Health and Family Planning Commission issued Notice No.11, releasing 4 new national standards for food safety, among these standards, one piece attracted tremendous attention——<General Principles of Foods for Special Medical Purpose> (GB29922-2013), which meant a set of official classification and usage criteria of the non-drug intestinal preparation formed. As a kind of medical food, Foods for Special Medical Purpose (FSMP) were gradually into mass consumer vision, which would be something that satisfied patients’ long-term nutrition requirement. Nowadays, massive health industry is growing vigorously, ‘several opinions of the State Council on promoting the development of health services’ pointed out explicitly that , to 2020, the total scale of health service would be over 8000 billion, and the newly-published <Food Safety Law(Revision)> provided favorable basis for the development of medical foods, and the relevant data showed that, in 10 years, Chinese dietary supplements would have the following 3 growing trends: permeating from first- and second-tier cities to third- and forth-tier cities, from the elderly to middle-aged and youth people, from nourishing health functions to dietary supplements, overall, dietary supplements industry entered the golden age of rapid development. As a novelty and an infant industry, the thesis would analyze the feasibility of the medical food industry chain and the innovative business model. In the unpredictable business world, foresight、innovation、industry sensitivity are all key ingredients in the development of enterprises. If we can take the lead in capturing the blue ocean market during the emerging phase of medical foods, we will not only promote enterprise development, but also push forward the whole Chinese medical food industry. To be an industry pioneer, innovative thinking and practicable business models are in necessity. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20072 |
DOI: | 10.6342/NTU201800998 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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