Research On The Development Strategy Of SCRM Hospital In New Medical Reform

Medical and health services have greatly influenced national development and people’s livelihood. So, the new medical reform program introduced in2009make it clear that promoting the reform of public hospitals is one of the five important tasks of the new medical reform. Today, the new medical reform program has been implemented for5years and the reform of public hospitals is entering a crucial stage.Owing to the new medical reform, large public hospitals must face a lot of changes with social capital poured into, the medical insurance payment system changes, various forms of corporate governance structure, the diagnosis and classification, drug treatment, the gradual abolition of "covering hospital expenses with medicine revenue", the improvement of the medical needs of patients, the descent of the doctor-patient trust, the effective use of big data and so on. So, in the face of new situation, new demands and new task, every hospital Managers must consider how to grasp the scientific development opportunities, how to meet the challenges in the fierce market competition, how to establish and carry out scientific development strategy plan to easily deal with regulators, participants, competitors, how to achieve sustainable development, how to keep public welfare of the hospitals, how to provide convenient, safe, cheap, effective services for patients and how to cope with difficult for patients.Combining with the actual work in SCRM hospital in recent30years and strategic management theory, this paper first uses the PESTEL Analysis and the Potter Five Forces Model to analyze the external and internal environment of SCRM Hospital; next, uses SWOT model to analyze opportunities, threats, strengths and weaknesses of SCRM Hospital and to achieve the strategic matching; then, uses the quantitative strategic planning matrix (QSPM matrix) to complete the strategic choice and provide some new ideas for the development strategy of SCRM hospital in new medical reform; finally, put forward the preliminary proposal to implement the development strategy of SCRM Hospital.