本案例由江南大学商学院的黄昱方教授团队撰写，江南大学商学院案例中心研究员汤振容全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：随着生活质量提升，全民的健康保养意识、消费需求、能力也在提升，关联的企业也迎来了较大的发展机遇。本案例描述了在此背景下，医晟元健康管理咨询有限公司从创业伊始的一帆风顺，到中道崩殂暂停所有业务，再到业务重组二次出发的过程经历，包括在发展过程中面临风险评估不足所导致的受挫、以及受挫后重新思考和业务定位的改变。本案例以医晟元健康管理公司创立、发展、挫折、重整再创业的经历为主线，深入讨、分析初创企业的发展问题，以及市场调查、风险管理、业务模式等在初创企业的具体应用，培养学生掌握相关理论以及实践决策能力。

关键词：初创企业；新型医疗；健康管理；创业

Yichengyuan Health Management：New Medical Small Enterprise’s Entrepreneurial Journey

Abstract: With the improvement of the quality of life, people’s health care awareness, consumer demand and ability are also improving, and the associated enterprises have also ushered in greater development opportunities. In this background, this case described the Yichengyuan Health Management CO. LTD., about smooth start-up business, the turns in the middle and suspended all business, regroup and start business again. These include frustration with inadequate risk assessment along the way, and rethinking business positioning changes after setbacks. This case focuses on the experience of the establishment, development, setback, restructuring and re-entrepreneurship of Yishengyuan Health Management Company, discusses and analyzes the development problems of start-ups, as well as the specific application of market research, risk management, business models in start-ups, and cultivates students' relevant theoretical and practical decision-making skills.

Keywords: Start-ups; New Medical; Health Management; Entrepreneurship