摘要

我国正在进行医疗卫生体制改革,医疗卫生欧亿·体育（中国）有限公司面对的内外环境正在发生改变。

医院未来的市场环境将越来越幵放、消费者(患者)的需求将更加多元化、市场竞争将

更加激烈。面对挑战,医院必须对其自身拥有的优势与劣势、面临的机遇与威胁有全

面和清醒的认识。通过运用战略管理的理论来经营管理医院,通过不断提高自身的综

合实力,才能在竞争的市场上生存和发展。

木里藏族自治县是四川省的一个边远少数民族自治县,木里县人民医院始建于

1954年,县医院是当地规模最大、医疗技术力量最雄厚、设备最齐全的医疗中心,2012

年,笔者在县医院工作和生活三个月,这为论文的完成创造了条件。

本论文以木里县人民医院为案例,首先分析了医院所面临的外部环境因素和内部

环境因素,然后采用战略管理常用的波特五力分析模型和SWOT分析方法进行研究,最

后制定医院的发展战略。

本论文提出木里县人民医院面临发展的良好机遇,但自身的医疗服务能力不足。

医院的发展既受益于党和政府的援藏政策,又受到当地经济、社会发展水平和地理环

境的长期影响和制约。由于存在整体技术水平较低和人才短缺的劣势,木里县医院当

前主要应采取“W0战略”。医院要借助外部机遇,尽快弥补自身的劣势,临床科室要

提高专科疾病的治疗水平,科室层面主要采取集中化(聚焦型)战略和差异化战略。

在战略实施阶段,以增强医院的核心竞争力为中心,加强民族团结,调整组织架

构,实施人才战略、信息化战略和营销战略。同时,由于医院自身“造血功能”有限,

必须争取各级政府在人才、资金、设备等方面的大力扶持,必须加强与医疗水平先进

地区的交流和合作。

本文是理论与实践有机结合的产物,对木里县人民医院的经营管理具有一定的指

导作用,对医院应对市场竞争也有现实意义。经查阅文献,发现针对我国少数民族地

区县医院进行战略管理研究的内容很少,因为此类医院有许多共同特点,本文的研究

成果也对其他少数民族地区县级医院的战略管理有借鉴作用。

关键词:战略管理;医院;发展战略;SWOT分析方法

西南交通大学硕士研究生学位论文
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Abstract

With the implementation of the medical system reform, radical changes will soon take

place in the medical and healthcare environment in China. The future market environment

will become more open, the demand of the consumer (patient) will become more diversified

and the market competition will become more intense. As result, hospitals must clearly

understand their own strengths, weaknesses, opportunities and threats. By the application of

strategic management theory to hospital's management, and the improvement of their

comprehensive strength, hospitals will be able to survive and develop in the competitive

market.

MuLi Tibetan Autonomous County is a remote ethnic minority autonomous county in

Sichuan province. MuLi County People's Hospital was founded in 1954, and now it has

become a medical center in the county with the largest scale and the most abundant technical

force. In 2012, the author worked there for three months, which was the necessity for

completing this article*

In this article, MuLi County People's Hospital is treated as a case. The internal and

external environment factors are studied, Michael Porter's Five Forces Model and SWOT

analysis are used, and finally the development strategy for the hospital is formulated.

According to this article, MuLi County People's Hospital is confronted with a good

opportunity of development, but its medical service is insufficient. The development of

MuLi County People's Hospital can benefit from the government's Tibet policy, but also be

restricted by the local economy, social development and geographical environment. Because

of the overall low level of technology and talent shortage, the hospital currently should

mainly adopt WO strategy. The hospital should use the external opportunities, as soon as

possible to make up its disadvantage. Clinical departments should mainly adopt the

centralized (focusing) strategy and differentiation strategy.

In the strategy implementation phase, enhancing the core competitiveness is the central

task of the hospital. At the same time, the hospital should strengthen ethnic harmony, adjust

the organization structure, implement human resource strategy and informatization strategy,