A Study On Strategic Management Of Tertiary Class A Public Hospitals Under The New Medical Reform

Objective: This study conducts a systematic research and evaluation on the internal and external surroundings affecting the development of a tertiary Class A hospital at the city level by adopting the concept of corporate strategic management and case analysis methods,thus to make conclusions on the strategic direction,make strategic proposals for the development of the hospital,and also provide references for the strategic management of other public hospitals at the same level.Methods: In order to learn about the macro-environment and competitive environment of Y Hospital and its advantages and disadvantages,this study resorts to the theory of corporate strategy to make a research on Y Hospital by adopting literature survey,field interview research and comparative analysis and applying strategic analysis tools like PEST,Porter’s five-force model and SWOT.Based on the above,this study carries out a detailed and comprehensive analysis of macro-environment and competitive environment of Y Hospital in the political,economic,social and technological aspects to confirm its opportunities and challenges brought by external surroundings,and then analyzes and summarizes its internal organization chart,business operations,human resources,financial resources,scale and equipment,information resources,academic capabilities and research and teaching capabilities,so as to summarize its advantages and disadvantages,establish the SWOT matrix and yield specific SWOT strategies.Results: Through the PEST analysis,this study concludes current situations of internal and external surroundings of Y Hospital as follows:(I)Its external opportunities: 1.medical group construction;2.“Enlarged Health” service model;3.growing demands for health consumption;4.mainly chronic diseases in disease spectrum;5.application of new technologies.Its external threats: 1.further transformation of the hospital required by the new medical reform orientation;2.intensifying competitive environment;3.enhancing demands for medical experience of the people;4.the medical insurance reform policy;5.tensions between doctors and patients(2)Its internal advantages: 1.favorable patient foundation and reputation;2.complete specialist configuration and key special departments;3.adequate human resources;4.excellent medical equipment;5.well-knit teaching ability;6.convenient geographical location.Its internal disadvantages: 1.demand for further improvement in medical technology level;2.irrational personnel structure;3.insufficient research capacity;4.frail information construction;5.inadequate refined management;6.relatively poor hospital environment.This study,by enumerating the SWOT matrix,summarizes four strategic schemes.The first one is the SO strategy for: 1.creating a dominant subject group;2.developing a hospital group.The following is the WO strategy for: 1.optimizing the personnel team structure;2.strengthening information construction;3.improving hospital environment.The third one is the ST strategy for: 1.building a health management service model;2.focusing on brand marketing;3.enhancing the concept of medical services;4.conducting Internet consultation.The last one is the WT strategy for: 1.strengthening refined management;2.managing cost control.And the study also expounds strategic safeguard measures of the hospital from such aspects as organization management,financial management,personnel cultivation and cultural construction.Conclusion: Strategic management enables hospitals to better figure out current situations of the overall environment to identify their own positioning,development degrees and development direction,focus on the global and long-term development goals,and define their core competitiveness,and this requires strong implementation.