伍景医院体检中心业务发展战略研究

发布时间：2018-03-19 21:15

  本文选题：体检中心业务　切入点：发展战略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：21世纪,中国经济高速发展,人民消费水平日益提高,城镇居民健康保健意识逐渐增强,医疗服务市场在这样的背景下逐渐扩大。自2009年“新医改”政策实施以来,中国政府针对医疗服务业相继出台了一系列政策条件,逐步扩大资金投入,人民的医疗保障水平得到了稳步提高。深化医药卫生体制改革既为现有的医疗行业提供了广大的发展空间,也为潜在的市场竞争者提供了发展平台,全国医疗服务市场的格局正在发生着深刻变化。与此同时,随着全面深化改革,军队体制改革也逐渐拉开序幕,部队医院在“新医改”和“军改”的双重背景下,如果没有明确的发展战略规划,将无法在激烈的医疗服务市场竞争中获取发展优势。伍景医院属于部队编制的三级乙等公立医院,自从开设体检中心业务以来,伍景医院通过多种途径创新工作思路,改善工作方法,在长春市区的知名度和影响力正在逐年提高,在提高伍景医院经济效益的同时,也为伍景医院赢得了良好的口碑,缩小了与长春市其他健康体检中心的竞争差距,保持了稳步发展的良好态势,成为长春市具有较强竞争能力的健康体检中心中的一员。本文以伍景医院体检中心业务为主要研究对象,以医药卫生体制改革为主要背景,以企业战略管理理论为指导,通过查阅健康体检行业方面的学术期刊和权威年鉴等相关文献,确保整个论文写作过程的严谨性和科学性;通过运用图表对健康体检行业的相关数据进行统计归类,为直观的阐述问题提供相关数据保障;通过分析体检中心业务的发展现状,归纳总结出体检中心业务正面临发展方向不够明确、营销宣传方式单一、服务质量缺乏优势、信息化建设相对滞后等问题;通过运用PEST分析模型对体检中心业务的宏观环境进行了深入分析,明确了体检中心业务发展面临的机会与威胁;通过运用波特五力模型对健康体检的行业环境进行了深入分析,明确了体检中心业务当前面临的行业竞争压力;通过对体检中心业务的有形资源、无形资源、人力资源和业务能力等内部环境进行深入分析,明确了体检中心业务在发展过程中存在的优势和劣势;通过运用SWOT分析法,归纳总结了体检中心业务当前面临的外部机会与威胁,内部优势与劣势,并通过建立SWOT战略矩阵,制定了体检中心业务战略规划的长期目标和短期目标,得出体检中心应该采用以WO战略为主,同时兼顾其他战略的扭转型战略的结论。最后,本文提出通过特色文化建设、人才选拔培养、信息技术支持、顾客关系管理以及市场营销推广等五个管理模式方面的创新与变革来实现发展战略的实施,通过强化组织领导、明确责任分工、加强监督指导、提高财务保障、严格绩效管理等五种措施来保障发展战略的实施。
[Abstract]:In 21th century, China's economy developed at a high speed, the level of people's consumption increased day by day, the health care awareness of urban residents was gradually strengthened, and the medical service market gradually expanded under this background. Since the implementation of the "New Health Care Reform" policy in 2009, The Chinese government has introduced a series of policy conditions for the medical service industry one after another, and gradually expanded its capital input. The level of medical security of the people has been steadily improved. Deepening the reform of the medical and health system has not only provided vast development space for the existing medical industry, but also provided a development platform for potential market competitors. The pattern of the national medical service market is undergoing profound changes. At the same time, with the overall deepening of the reform, the reform of the military system has gradually begun. Under the dual background of "new medical reform" and "military reform", military hospitals, Without a clear strategic plan for development, it will not be possible to gain a development advantage in the fierce market competition for medical services. Wujing Hospital is a third class and second class public hospital in the military establishment. Since the opening of the medical examination center business, Wujing Hospital innovates its working ideas and improves its working methods through a variety of channels. Its popularity and influence in Changchun are increasing year by year. While improving the economic efficiency of Wujing Hospital, it has also won a good reputation for Wujing Hospital. It has narrowed the competition gap with other health examination centers in Changchun and maintained a good trend of steady development. This paper takes Wujing Hospital's medical examination center as the main research object, takes the medical and health system reform as the main background, and takes the enterprise strategic management theory as the guidance. By consulting the academic journals and authoritative yearbooks of the health examination industry to ensure the rigor and scientificity of the whole process of writing the paper, the author classifies the relevant data of the health examination industry by using charts and charts. Through the analysis of the current situation of medical examination center business development, summed up that the medical examination center business is facing the development direction is not clear enough, marketing propaganda mode is single, lack of advantages of service quality, By using the PEST analysis model, the macro environment of the medical examination center business is deeply analyzed, and the opportunities and threats to the development of the medical examination center business are defined. Through the analysis of the industry environment of health examination by using Porter's five-force model, the paper clarifies the industry competition pressure that the medical examination center business faces at present, through the tangible resources of the medical examination center business, the invisible resources, Through in-depth analysis of the internal environment, such as human resources and business capability, the advantages and disadvantages of the medical examination center business in the process of development are clarified, and the advantages and disadvantages of the medical examination center business are determined by using the SWOT analysis method. This paper summarizes the external opportunities and threats, internal advantages and disadvantages, and establishes the long-term and short-term objectives of the business strategic planning of the physical examination center through the establishment of the SWOT strategic matrix. The conclusion that the physical examination center should adopt the WO strategy as the main strategy, while taking into account the other strategies of the twisting strategy. Finally, this paper puts forward that through the construction of characteristic culture, talent selection and training, information technology support, Customer relationship management and marketing promotion and other five management models of innovation and change to achieve the implementation of development strategy, through the strengthening of organizational leadership, clear division of responsibilities, strengthen supervision and guidance, improve financial security, Strict performance management and other five measures to ensure the implementation of development strategies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R197.3
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本文编号：1636029