Research On The Strategic Plan Of GZRA Hospital Group Under Resource-Capability View

Resources and capabilities are fundamental for a corporation to establish and keep the competitive advantage. Under the more complex and dynamic competitive environment at present and in the future, a corporation must choose an abstractive industry and corresponding strategies in virtue of its own resources, capabilities and core competitiveness, for obtaining more return on investment than the average constantly and winning the competition.The effective corporate strategy, based on resource-capability view, is a harmonious "strategy triangle" system composed of such basic elements as perspective, objective, resource, business and structure, system and process, etc. This system creates the competitive advantages of the corporation and realizes the social and economic benefits. Therefore, in accordance with the resource-capability view of the corporate strategy theory, the thesis carries out the research on the corporate strategies of GZRA Hospital Group, with "corporate strategy triangle model" put forward by David J. Collis and Cynthia A. Montgomery and based on resources and capabilities as the core theory frame.Firstly, by evaluating the corporate culture (including perspective, strategic objective and core value view) of GZRA Hospital Group, the thesis considers that the perspective and objective shall be "rooting in China medicine cause, developing towards the high-quality health service, spreading by the most competitive professional model and brand" ; the mission (objective) drives at "what we are doing benefits more lives and the high-minded service brings more health values to the customers " ; The core value view is embodied in the three aspects: complete cooperation, thanksgiving return, good faith and co-win. Composed of perspective, objective, mission and value view, the core idea reflects the perspective, objective and purpose of the Group, regulates the character, direction and pursuit of the corporation, which will have a decisive influence on the future and value creation of the Group.Secondly, based the resource-capability theory, with an analysis on the elements of resources and capabilities of GZRA Hospital Group, the thesis thinks that the resources and capabilities of the Group can meet the needs of the expansion of the next stage, meanwhile facing some problems; the Group shall accumulate the valuable resources from tangible assets, intangible assets and organization capability, and pay attention to the construction in such aspects as finance, investment, brand, cost, product, service, human resources, etc. From the three basic characteristics of being valuable, difficult to imitate, and expandable, the thesis analyzes the core competitiveness of the hospital in business and technology, and comes to a conclusion that the hospital group lacks the core competitiveness and shall introduce and develop the core technology, and quicken the construction of the core competitiveness of the hospital. The increase of valuable resources and development of different capabilities are fundamental for the Group to form and keep the competitive advantage.Thirdly, from such three perspectives as geography, product market and vertical concordance, the thesis takes a study on the business scope of GZRA Hospital Group. Such three perspectives as geography, product market and vertical concordance determine the competitive space and operation scope, and the reasonable scope can help the Group obtain the advantage of scope economy and form a good industry distribution. Through the analysis on medicine industry chain, the thesis points out the advantages and disadvantages of developing forward and back, i.e. forward integration and back integration. All the three models of the single main business development or multiple development, inter-development, merger purchase and alliance, have both advantages and disadvantages. In business, the thesis analyzes the idea "large profession and small synthesis" and puts forward the market-oriented expansion model and business combination. The Group is facing the choice of the competitive strategy, whose scope and business forms the basis of obtaining the competitive advantage further.Fourthly, the thesis argues that the management of the Group is facing the risks of internal loss and being invalid in its corporation governing structure, organization structure, management and control model, and coordination mechanism. The imperfect corporation governing structure, the role confusion between investors and operators, the defective functional organization structure, the absent internal function, the split and united marketing departments, more seriously, "government by men" and multiple management result in the internal confusion and low efficiency of the Group. The thesis puts forwards such management and control ideas as reasonable power centralization, ordered power decentralization, regulated authorization and controlled power application. The constantly value-created organization shall establish the corresponding structure, system and process, which can help the Group to apply the valuable resources and capabilities to establish the competitive advantages. At last, the thesis claims that there is indispensable demand of inherent coherence and matching among the perspective, objective, resource and capability, business scope, structure system and process. Through the analysis on the key success factors and value chain of the Group, the thesis emphasizes on the coordinative coherence among the factors constituting the Group strategies, which can form the strategies into one, and create value and profits. For establishing the competitive advantage, a corporation shall be considered as one value-creating system. The Group must establish systematic strategic management system as soon as possible, and needs a powerful propellent. Whether the investment team and the senior management team possess the mind, feelings, quality, capability and vision determines the development degree of the Group, which will have a far-reaching influence on the establishment and execution of the Group strategy.The conclusion of the thesis: With the change of industry environment and policies, GZRA Hospital Group needs to adjust its development strategy based on resources and capabilities in time to the combination of being larger and stronger. The further the Group wants to develop, the more social responsibilities it shall assume. The Group shall act as corporate citizen, fulfill good corporate ethic, move with the sunshine, and develop the sunshine industry.