本文基于较为成熟的企业发展战略理论、SWOT 分析法、PEST 分析法，针对A 医院这一主体构建了 A 医院发展战略的分析框架，从市场营销能力、组织管理能力、专业科研能力、品牌建设能力、企业学问能力进行医院内部环境分析，从政治环境、经济环境、社会环境、技术环境进行医院外部环境分析。
并以 A 医院为例，对 A 医院进行发展战略分析。通过内部环境分析，认为 A医院具有业务量稳步增长、灵活的体制优势、完善的组织架构、完整的学科设置、近 80 年院史的品牌优势、新院区的硬件优越、全国劳模榜样引领等七项优势，但同时 A 医院存在市场开拓能力不足，信息化程度处于初级阶段，内部管理不精细，后勤创新管理不足，科研教学能力整体较弱，人力资源规划欠合理、高层次人才紧缺，学问建设不深入等七项劣势。通过外部环境分析，认为 A 医院具有国家对社会办医政策的支撑、全面放开二孩政策、经济发展引导就医意识的转变、浙江基本实现全民医保、老龄化现象导致医疗需求增加、国内外医疗技术飞速发展六大机遇，但也存在国家分级诊疗政策的影响、应运而生的医生集团、医患关系仍较紧张、所在地区医疗行业竞争四大挑战。基于此对 A 医院由四个维度，即愿景、战略目标、业务战略、职能战略给出相应的解决建议，使医院持续发展的战略目标得以有效实现。
本文通过对 A 医院现阶段及未来的发展战略研究，以期对 A 医院的经营管理有一定引导和借鉴作用，帮助其在日益激烈的医疗市场角逐中提高核心竞争力，同时希翼本课题的内容对我国其他存在类似问题的医院管理有一定的帮助。
关键词： 医疗改革；A 医院；SWOT 分析；发展战略。
In recent years, with the reform of healthcare service, our country is taking an active role in the combination of the social capital and varied cooperation mode with the government. It is a support and encouragement of private capitals entering the reform of health care system that the government issued a series of policies and regulations according to the reform of the social hospitals and public hospitals. At present, it is a significant subject that how the new hospitals survived from the serious market competition by setting the developing strategy according to the current situation.
This paper constructs an analytical frame of hospital developing strategy based on relatively mature enterprise development strategy theories , SWOT analysis, PEST analysis. It mainly analyze the internal competitiveness on the aspects of marketing ability, organizing management ability, professional scientific research ability , brands building ability and cooperate culture ability, and the external environment of hospitals including the environment of policy, economy, society, and technology.
Taking A hospital as an example, it makes the analysis of the hospital development strategy. According to the analysis of internal competitiveness, it indicates that A hospital has seven advantages, as the stable increase of the business volume, the flexible systems, the well-established organizing restructures, the complete subject setting ,the brand advantage with eighty years’ history of foundation , the superior hardware of the new hospital and many excellent work models. While, there are still seven disadvantages as follows, the lack of active marketing expansion, the low information and culture level, insufficient elaboration of internal administration, insufficient logistics innovation management ,the weak capability in scientific and technological development ,inappropriate human resource planning ,the lack of high-level talents, and the lack of cultural construction.According to the analysis of external environment, it indicates that it possesses six chances which support the social medical policies from our country, such as the opening of the comprehensive two-child policy, the change of medical consciousness led by economic development,the realization of universal medical insurance in Zhe Jiang Province, the increase of medical demand based on the phenomenon of aging, and the rapid development of medical technology at home and abroad.
However, there are four challenges, which are the impact of the national graded diagnosis and treatment policy, the emergence of excellent doctor groups,the tense doctor-patient relationship, the competition in the medical industry in the region. Based on this, the paper provides the corresponding solutions and suggestions to Ahospital from four dimensions, namely the vision, the strategic objectives, the business strategies and the functional strategies, so as to realize the strategic objectives of hospital sustainable development effectively. Through the research on the development strategy of A hospital at present and in the future, this paper is expected to provide some guidance and reference for the management of A hospital and to improve the core competitiveness in the increasingly fierce competition of medical market. At the same time, it is expectedthat the content of this topic will be helpful to the management of other hospitals with similar problems in our country.
Keywords : Healthcare Reform; Hospital A;SWOT Analysis; Development trategy。