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论文编号：	10337
作者编号：	2220160748
上传时间：	2018/12/6 0:48:32
中文题目：	华医金良连锁康复医疗中心竞争战略研究
英文题目：	Research on The Huayijinliang chain rehabilitation medical center competitive strategy
指导老师：	李季
中文关键字：	连锁医疗；社区康复；康复医学；竞争战略
英文关键字：	Chain medical; Community rehabilitation; Rehabilitation medicine; Competitive strategy
中文摘要：	现代医学主要有三大分支：预防、临床、康复。当前我国的医疗体系发展主要侧重于临床治疗，而作为现代医学两端的“预防”和“康复”却发展缓慢。近年来，随着政府对国民健康的重视和民众对生活品质要求的提高，康复医学的发展逐渐被提上发展议程。我国人口基数庞大，且老龄化趋势加剧，在这种背景下，“刚需”和“潜在”的康复需求空前巨大。然而我国众多的医院及医疗机构却少有开展康复医 学或存在康复医疗发展薄弱的情况。在这种供不应求的背景下，鼓励社会资本进军康复医疗产业成为国家加速推进康复医学发展的重要决策，社区康复作为康复医疗的最后一公里，也将备受关注，湖南华医金良医疗连锁发展有限公司便是在这种背景下成立的。面对正在兴起康复市场，华医金良清晰的认识到，未来的康复市场将面临各方的角逐，如果不能尽快在自己的专长领域树立竞争优势并积累口碑，形成稳定的患者输入渠道，未来华医金良必将面临出局或被吞并的风险。文章采用PEST分析、五力竞争模型和SWOT分析，对华医金良连锁康复医疗中心宏观环境、行业环境、竞争环境和内部环境的分析，对其具备的优势和机会，面临的劣势和威胁进行了全面地剖析和归纳。借鉴国内外康复行业的发展以及竞争战略的运用情况，结合波特的三大基本竞争战略理论，对华医金良的竞争战略选择进行了研究，最终提出了立足社区康复连锁、打造专科特色优势，为广大的康复人群提供品质和便捷的康复服务的竞争战略。并从组织架构、人力资源和医疗技术等角度为华医金良的竞争战略提供保障。文中，竞争战略的最终选择，不是单一的差异化或成本领先或目标集中战略，而是在三者的基础上有所整合，一方面，为华医金良指出了一条符合自身发展需要的道路，另一方面，也为民营康复医疗机构的发展提供了一定参考。关键
英文摘要：	There are three main branches of modern medicine: prevention, clinical, and rehabilitation. At present, the development of China's medical system mainly focuses on the clinical treatment, while the "prevention" and "rehabilitation" at both ends of modern medicine have developed slowly. In recent years, with the government's emphasis on national health and the people's higher demands of the quality of life, the development of rehabilitation medicine has gradually been put on the development agenda. Under the background of China’s huge population base and intensified trend of aging society, people have unprecedented demands of the “just-needed” and “potential” rehabilitation. However, many hospitals and medical institutions in our country have few cases of rehabilitation medicine or weak development of rehabilitation medicine. In the context of the short supply, encouraging social capital to enter the rehabilitation medical industry has become an important decision for the country to accelerate the development of rehabilitation medicine. Community rehabilitation, as the last mile of rehabilitation medicine, will also receive much attention. Then the company named Hunan HuaYijinliang Medical Chain Development Co., Ltd. was established in this context.In the face of the emerging rehabilitation market, HuaYijinliang must clearly realize that the future rehabilitation market will face competition from all parties. If it is not possible to establish a competitive advantage, accumulate reputation in its own expertise and form a stable patient input channel and the future, HuaYijinliang will undergo the risk of being out or being annexed. In this thesis, we utilize PEST analysis, five-force competition model and SWOT analysis to evaluate the macro environment, industry environment, competitive environment and internal environment of HuaYijinliang Rehabilitation Medical Center. Besides, we made a comprehensive analysis and summary of its advantages and opportunities, disadvantages and threats. Drawing on the development of the domestic and international rehabilitation industry and the application of the competitive strategy, we did research on the competitive strategy choice of HuaYijinliang combined with Porter's three basic competitive strategy theories. Finally, a competitive strategy based on the community rehabilitation chain and the advantages of specialties to provide quality and convenient rehabilitation services for the majority of the rehabilitation population was put forward and it provides guarantee for the competitive strategy of HuaYijinliang from the perspective of organizational structure, human resources and medical technology. In this thesis, the final choice of the competitive strategy is not a single differentiation or a cost-leading or target-focused strategy, but rather an integration on the basis of the three. On the one hand, it points out a path that is in line with its own development needs for the HuaYijinliang. On the other hand, it also provides a certain reference for the development of private rehabilitation medical institutions.
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