大连维特奥国际医院竞争战略的研究

发布时间：2019-06-24 22:45

【摘要】：随着居民生活条件的改善,对医疗健康方面的需求越来越个性化、多元化；同时政府对卫生事业的投入逐年减少,鼓励民营(私立)资本与外资进入补充国内医疗市场。在这样的市场前景下大连维特奥国际医院若要在激烈的市场竞争中求生存与发展,打破传统公立医院的垄断,就必须找到适合自身特点的竞争战略。本文首先分析了国外医疗的发展走势、国内公立医院与私立医疗机构的特点,梳理了国内卫生事业的发展脉络,讨论了大连维特奥国际医院所代表的高端私立医院的市场前景；然后分析了宏观环境,建立了医疗行业环境中影响大连维特奥国际医院竞争因素的模型,通过SWOT矩阵分析了大连维特奥国际医院内部优势与劣势以及外部环境的机会与威胁。阐述了必须选择差异化竞争战略的原因及差异化战略的内涵。在规划差异化竞争战略实施的过程中,大连维特奥国际医院将制定与大型公立医院差异化的医疗专业定位,根据客户的不同需求分成不同层次,建立与本地医院、国内知名医院及国际顶尖专业团队的合作与共享。产品设计也与现有医院有很大区别,利用维特奥硬件与服务的优势和良好的就医体验,增设与服务关联度高的产品。维特奥还必须借助政策机会,与高技术医师合作,实施更为有效的人力资源战略。而差异化的品牌营销手段、企业文化和高效严谨的信息系统则保障大连维特奥国际医院战略目标的实现。通过本文的研究为国内其它民营或私立医疗机构的建立与发展提供战略选择的参考依据,形成可持续的竞争优势,最终促成我国公立医院与私立医院相互补充的多元化医疗卫生格局。
[Abstract]:With the improvement of residents' living conditions, the demand for medical and health is becoming more and more individualized and diversified. At the same time, the government's investment in health is decreasing year by year, encouraging private (private) capital and foreign capital to enter the supplementary domestic medical market. In order to survive and develop in the fierce market competition and break the monopoly of traditional public hospitals, Dalian Vetteo International Hospital must find a competitive strategy suitable for its own characteristics. This paper first analyzes the development trend of foreign medical treatment, the characteristics of domestic public hospitals and private medical institutions, combs the development context of domestic health undertakings, and discusses the market prospect of high-end private hospitals represented by Dalian Vetteo International Hospital. Then it analyzes the macro environment, establishes the model of influencing the competitive factors of Dalian Vetteo International Hospital in the medical industry environment, and analyzes the internal advantages and disadvantages, as well as the opportunities and threats of the external environment of Dalian Vetteo International Hospital by SWOT matrix. This paper expounds the reasons why we must choose the differentiation competition strategy and the connotation of the differentiation strategy. In the process of planning the implementation of differentiation competition strategy, Dalian Vetteo International Hospital will formulate a differentiated medical professional positioning from large public hospitals, divide it into different levels according to the different needs of customers, and establish cooperation and sharing with local hospitals, domestic well-known hospitals and top international professional teams. The product design is also very different from the existing hospital. Using the advantages of Vetteo hardware and service and good medical experience, the product with high correlation with service is added. Vetteo must also take advantage of policy opportunities to work with high-tech doctors to implement a more effective human resources strategy. The differentiated brand marketing means, corporate culture and efficient and rigorous information system ensure the realization of the strategic goal of Dalian Vetteo International Hospital. Through the study of this paper, it provides a reference for the establishment and development of other private or private medical institutions in China, forms a sustainable competitive advantage, and finally promotes the diversified medical and health pattern in which public hospitals and private hospitals complement each other.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.3

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