美康公司海外医疗竞争战略研究

发布时间：2018-01-01 13:40

本文关键词：美康公司海外医疗竞争战略研究　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的快速发展,大量先富起来的人越来越重视自身及家人的医疗健康问题。然而与发达国家相比,我国的医疗环境和治疗水平还相对落后,因此我国的海外医疗行业近年来开始了突飞猛进地发展。美康公司的唯一股东为美国最大的医保集团蓝十字蓝盾,在海外医疗行业具有先天的优势,因此本文以美康公司为案例来研究其海外医疗项目竞争战略,以期为我国海外医疗行业的发展提供有益的参考。具体而言,本文的研究工作主要有:(1)在介绍美康公司开展海外医疗项目的相关背景基础上,明确本文的研究对美康公司开展海外医疗项目具有重要的现实意义,进而提出本文的研究内容及相关研究方法。(2)基于PEST分析、SWOT分析、竞争战略和企业战略,竞争战略中的五力模型及三大一般性战略,以及相关分析方法,论述了与本文相关的基础理论,进而从国外国内两个方面综述与美康公司海外医疗项目竞争战略相关的研究概况。(3)美康公司海外医疗项目竞争战略环境分析。在论述海外医疗行业概况与美康公司概况的基础上,从技术资源、人力资源、品牌资源、文化资源四个方面对美康公司海外医疗项目的内部环境进行详细分析;从政治环境因素、经济环境因素、社会环境因素、科技环境因素等四个方面对美康公司海外医疗项目的外部环境进行详细分析,进而从新加入者的威胁、客户的议价能力、替代品或服务的威胁、供货商的议价能力、既有竞争者五个方面来分析美康公司海外医疗项目的五力模型,最后进行了竞争战略的SWOT分析,以便为后续的竞争战略选择研究打下基础。(4)美康公司海外医疗项目的竞争战略选择与制定。在分析了美康公司使命和战略目标的基础上,分析其差异化战略、专一化战略、低成本战略等三大战略,提出美康公司海外医疗项目的总体竞争战略的选择。(5)从实施途径与实施过程两个方面来论述美康公司海外医疗项目竞争战略的实施,并在此基础上从控制过程、控制措施这两个方面来论述美康公司海外医疗项目竞争战略的控制。(6)全面总结本文在美康公司海外医疗项目竞争战略研究方面所做的研究工作,并分析当前研究工作中的不足,进而提出下一步研究工作的努力方向。针对美康公司海外医疗项目进行竞争战略研究,不但对美康公司而言具有十分重大的现实意义,甚至对整个海外医疗行业也有重要的参考价值。
[Abstract]:With the rapid development of China's economy, a large number of rich people more and more emphasis on medical health problems and their families. However, compared with developed countries, the level of China's medical environment and treatment is relatively backward, so our overseas medical industry in recent years began the rapid progress of development. The company is the sole shareholder of China the largest insurance group bluecross blueshield, has inherent advantages in overseas medical industry, so this paper takes Meikang company as a case to study the overseas medical project competition strategy, to provide useful references for the development of Chinese overseas medical industry. Specifically, the main research work of this paper are: (1) in the relevant the background of Overseas Medical Project Meikang Corporation, clearly this study has important practical significance to carry out overseas medical screening project, then put forward the The research contents and related research methods. (2) based on the PEST analysis, SWOT analysis, competitive strategy and enterprise strategy, five forces model of competition strategy and three general strategies, and the correlation analysis method, discusses the basic theory related to this paper, and then from the two aspects of the summary of domestic and foreign companies overseas Meikang medical project competitive strategy related research. (3) analysis of competitive strategy of company Meikang medical projects. Based on the survey of overseas introduction of overseas medical industry and the US company's, from the technical resources, human resources, brand resources, four aspects of cultural resources of a US company overseas medical project were analyzed from the internal environment; the political environment, economic environment, social environment, science and technology four aspects of environmental factors on screening of overseas medical project a detailed analysis of the external environment, and from the new Join the threat, the bargaining ability of customers, the threat of substitute products, bargaining power of supplier, there are five competitors to analysis of the model a US company overseas medical projects, finally analyzed the SWOT competitive strategy, in order for the subsequent selection of competitive strategy to lay the foundation for the study. (4) and competitive strategy choice of overseas medical projects. A US company based on the analysis of the US company's mission and strategic objectives, analysis of the differentiation strategy, focus strategy, low cost strategy etc. the three strategy, puts forward the overall competitive strategy of us company overseas medical project selection. (5) to discuss the implementation of the competition strategy of China the company's overseas medical project from the two aspects of the implementation approach and implementation process, and on the basis of the control process, the control measures of the two aspects of competition projects overseas medical screening The control. (6) a comprehensive summary of research work in this paper in the research of competitive strategy of us company overseas medical projects, and analyzes the deficiencies of the current research work, and puts forward the direction of the next research work. According to a US company overseas medical project competition strategy research, not only has great practical significance the Hong Company, even also has an important reference value for the entire overseas medical industry.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F271

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