Research On The Development Strategy Of Changchun Mingmou Ophthalmic Hospital

The demand for ophthalmic medical care market in China continues to rise as eye subhealth problems are widespread among residents throughout the country’s general environment.At the same time,as the income level of China’s residents rises and the domestic ophthalmic medical access environment improves,people’s eye care concepts will increase significantly,which will also pull the demand for ophthalmic medical services in China to continue to rise.However,in recent years,with the shortage of doctor resources and the strict control of medical insurance costs,many private eye hospitals have experienced serious problems in their operations and are struggling to survive.In order for private eye hospitals to develop on a positive track,the formation of public hospitals and private hospitals to promote each other,complement each other’s medical pattern,should go to pay attention to the development of private eye hospitals,practical to in-depth understanding of private eye hospitals,to solve its various problems encountered in the development.Changchun Bright Eyes Eye Hospital,a private eye hospital established 13 years ago,is currently the largest private eye hospital in Changchun and has seen millions of eye patients.However,due to the hospital’s lack of competitive edge in the market,low patient satisfaction,unreasonable allocation of resources such as equipment and staff,and lack of refinement in operations,the hospital’s revenue growth rate has been declining year on year for the past three years,and profits have also dropped significantly,gradually losing its leading position as a leading private eye hospital in Changchun.If the hospital wants to develop sustainably and with high quality,it urgently needs to develop a clear hospital development strategy,enhance the core competitiveness of the hospital and gradually solve the existing problems to reverse the unfavourable situation of the hospital’s development.By using analysis methods such as PEST,the impact of both from the external macro environment of the hospital to the internal environment of the hospital on the present development of the hospital is analysed.Using SWOT analysis to analyse the school’s strengths,weaknesses,opportunities and challenges,combined with the actual internal and external situation of Changchun Bright Eyes Eye Hospital,in order to make up for its shortcomings,expand its influence and consolidate its competitive advantage,the ST strategy was chosen as the development strategy,in an attempt to enable Changchun Bright Eyes Eye Hospital to rediscover its competitive advantage in the current environment,enhance its core competitiveness and achieve high-quality development.The hospital’s strategic objectives are formulated in four areas: public image,discipline construction,quality service and management.Changchun Bright Eyes Eye Hospital,as a private hospital,has to balance the two concepts of profitability and public welfare in its strategic choice,pay attention to patient needs,continuously improve the standard of medical services,enhance the core competitiveness of the hospital,provide the basis for increasing market share,ensure the hospital’s industry status,and strive to gain a competitive advantage.We have developed a strategic plan for the development of the hospital in terms of optimising patient services,enhancing the public image of the hospital,optimising treatment capabilities and building an eye health industry,in order to realise future development expectations by enhancing the hospital’s core competitiveness of "medical care + service + marketing" and creating differentiation.In order to ensure the implementation of the strategy,the hospital has developed measures to improve its management system,develop the market,strengthen the hospital culture,strengthen the introduction and training of talents,and strengthen social welfare investment.This paper explores the strategy of Changchun Bright Eyes Eye Hospital as a case study,and proposes targeted development strategies to create differentiation and optimise service capabilities to ensure that the case study hospital achieves significant development,while providing a degree of development ideas for other private ophthalmology.