共享理念视角下跨界商业模式创新——对全国首家Medical mall的探索性案例研究

Creating a new medical business model based on the sharing concept--Case study of the first Medical mall in China

共享理念和跨界思维是当前新创企业商业模式创新的两大热点,但主流的商业模式创新研究对传统企业关注不足。基于共享经济和商业模式创新的相关理论,文章重点研究探讨传统的在位企业如何运用共享理念进行跨界商业模式创新。通过选取国内首家将医疗和零售融合的样板店:杭州全程医疗Medical Mall进行案例分析。研究结果发现,杭州全程医疗Medical Mall实现了多主体全方位共享:①实现了在商场零售业与医疗业之间的跨界客源与专长共享;②实现了在全程医疗内各医疗机构之间的设备与管理共享;③构建了邵逸夫医院与全程医疗之间的功能互补型生态共享。这种多主体跨界共享,在价值主张、价值创造、价值传递和获取等商业模式构成要素上实现了全方位创新,在医疗行业构建了全新的基于共享理念的商业模式。

Sharing idea and cross-border thinking are two hot spots in business model innovation,but the mainstream business model innovation research pays insufficient attention to traditional enterprises.Based on the related theories of sharing economy and business model innovation,this study focuses on how traditional incumbent enterprises use the sharing concept to innovate cross-border business models.This article selects Hangzhou Full Medical Mall,the first Model store that integrates medical and retail in China,for case analysis.The study found that Hangzhou Full Medical Mall realized multi-subject sharing in all aspects:①realized cross-border customer and expertise sharing between the retail and medical industries;②realized Equipment and management sharing between internal medical institutions;③Constructed a functional complementary ecological sharing between Sir Run Run Shaw Hospital and the whole medicaltreatment.It makes full use of the advantages of each entity,effectively improving the utilization of each other’s resources;achieving all-round innovation in the business model components such as value proposition,value creation,value transfer and acquisition,and building a new business model based on sharing idea on the medical industry.