數位健康產業創新商業模式探討—以永悅健康公司為例

自 2020 年新冠肺炎疫情肆虐全球，人民對於自身的健康意識逐漸由過往生病了才去看醫生的被動式醫療，轉為主動積極的追求身心靈的健康。另一方面，資通訊技術的進步促使醫療與照護產業能藉此朝向智能、遠距、數位化發展，尤其在半導體與電子資通訊產業基礎雄厚的台灣，數位醫療與健康產業更被視為重點發展產業，各大科技廠也積極跨足健康照護與精準健康領域。永悅健康有限公司為鴻海集團創辦人郭台銘旗下投資的生醫新創，創立於 2013年，以職場健康照護服務起家，期間陸續併購其他健康醫療照護相關媒體與資訊系統，並於 2020 年底併購台灣最大的運動社群《筆記網路》，2021年底完成 800 萬美元的募資計畫，預計兩年後海外IPO。本研究以強調互補者影響力的價值網分析與PEST外部環境分析研究台灣數位健康產業之概況，並利用 Grant（1991）所提出之資源基礎理論為基礎，剖析個案公司之核心競爭優勢與策略活動，再以《獲利世代（Business Model Generation）》之作者 Alexander Osterwalder（2010）在書中所著之「價值主張圖」與「商業模式圖」為分析工具，近一步透過使用者訪談了解運動社群使用者的任務、獲益與痛點，並以商業模式九宮格分析個案公司永悅健康的四大業務，最後綜合上述分析之結果，發展出永悅健康生態圈之發展與營運模式建議模型。最終歸結永悅健康的發展關鍵，並以短、中、長期提出未來發展之策略擬定、風險隱憂與建議。

關鍵字

數位健康；永悅；商業模式；健康生態圈

並列摘要

Starting from 2020, the outbreak of COVID-19 ravages the world. People gain more health consciousness than before. In contrast to going to the doctor while getting sick, people now are more proactive about pursuing both physical and mental health. On the other hand, the progress of information and communication technology leads the healthcare industry to grow in a more intelligent and digit way. Especially in Taiwan, where huge foundation of semiconductor and electronic communication industry gathers, digital health is considered the next rising star. YongYue Health Management is the company invested by Terry Kuo, chairman of Hon Hai Technology Group. Founded in 2013, YongYue started with business healthcare service, and plan to go to public in 2024. During the period, it signs M A deals with health-related companies, including media and information system and the biggest sport media “BIJI” in Taiwan. This Study applies value net model and PEST model to study the current situation of digital health industry in Taiwan, and uses Resource Base Theory, Grant (1991) to analyze key competitive advantage and strategic activities of YongYue, further utilizes “Value Proposition Canvas” and “Business Model Canvas” mentioned by Alexander Osterwalder (2020) in the book “Business Model Generation” as the tool to generalize customer interview and four business scopes of YongYue, and subsequently combines the above analyses to advise YongYue on its operation and development healthy ecosystem model. In the end, the study summarizes the key development factors of YongYue Health Management, points out the risk and wraps up with future advise base on short, medium and long term.