Study On The Market Development Strategy Of Jili Hospital In Liu Yang City

Objectives:To formulate the market development strategy of a Hospital in liuYang city, and promote the management level of the regional medical institutions.Methods:This paper uses a combination of quantitative and qualitative research methods. Literature survey, questionnaires, in-depth interviews are the main ways to collect data; balanced scorecard, PEST analysis and Five Forces model are applied to analyze the internal and external environment of the hospital; Hospital strategic analysis and choice use the SWOT method.Results:The hospital has a competitive advantage on the overall situation of the internal environment for the reference, and internal indicators overall score is2.2204.Including service fees,medical efficiency, financial operation are better than the reference value, talent architecture and research are worse than the reference. The hospital has a more powerful overall ability on dealing with external environment than its main competitors, and external indicators overall score is3.4517. It has more effective use of the aging of the population, the popularity of health insurance, high reimbursement of medical expenses in lower-level hospitals, the enhanced residents awareness of health, but on the financial assistance as a very small proportion of hospital income, the tension in the doctor-patient relationship in the medical industry, social capital and foreign investment been poured into medical and health care industry, its ability to cope is slightly lower than its competitors. In accordance with the hospital external and internal environmental conditions, its market development strategy is the SO strategy.Discussion:Specialist features and higher operational efficiency are the main aspects to ensure its competitive advantage, human resources and technological level of the main factors constraining the hospital development.