本案例由江南大学商学院的肖仲云教授团队撰写，江南大学商学院案例中心研究员董申虹全文改编，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：钧科医疗科技有限公司是一家兼营医疗设备、医疗耗材等医疗器械产品的国内外销售代理与进出口业务的销售公司。创始人张怀远在无锡于2004年创办公司。本案例以钧科医疗的诞生发展为主线，详细回顾了公司自创立至前后两次转型的成长发展历史，并依据时间进程逐一阐述了公司的创业契机；由一家纯进口国外中端医疗器械的小微企业转变为一家集国内外医疗器械进出口与销售代理一体的销售公司的第一次转型的市场契机；重点阐述了其主营产品转变为医疗耗材的第二次转型背后的原因、转型中的困难及公司解决方案。擅于发现商机，擅于把握市场方向带领公司两次转型，从而带领公司发展壮大的过程。本案例旨在引导学员以案例主人公为示范，学习其善于分析行业环境与政策方略；敏锐捕捉商机；紧跟市场趋势重视外部市场信息及时调整企业发展方向的优秀能力。本案例亦帮助学员明白企业顺势变革、因时而动的重要性；了解市场环境对公司发展的重要作用，学会用模型分析企业发展中遇到的问题和解决问题的方法。
关键词：钧科医疗；企业转型；企业战略；小微企业；市场环境
Junke Medical: The Path From A Small Business Growing Into A Big One
Abstract: Junke Medical Technology Co., Ltd. is a sales company that also deals with domestic and international sales agents and import and export business of medical equipment, medical consumables and other medical devices. The company is located in Wuxi City. The founder, Huaiyuan Zhang, founded the company in 2004. This case reviews in detail the growth and development history of the company from its establishment to its two transformations, and elaborates on the opportunities for the company's establishment according to the time course; the market opportunities for the first transformation from a small enterprise that imported foreign mid-range medical devices to a sales company that integrates import and export and sales agency of domestic and foreign medical devices; and the focus on the second transformation of its main products to medical consumables. He also highlighted the reasons behind the second transformation of its main products into medical consumables, the difficulties in the transformation and the company's solutions. The case is designed to guide the participants to identify the business opportunities and grasp the market direction to lead the company's two transformations, thus leading the company to grow and develop. This case aims to guide the participants to take the main character of the case as a model and learn his excellent ability to analyze the industry environment and policy strategy, to capture business opportunities keenly, to follow the market trend and to pay attention to the external market information to adjust the development direction of the company in time. The case also helps participants understand the importance of changing with the trend and moving with the times; understand the important role of the market environment on the development of the company, and learn to use the model to analyze the problems encountered in the development of the company and the ways to solve them.
Keywords: Junke Medical; Corporate transformation; Corporate strategy; Small and Micro enterprises; Market environment
