The Strategy Research Of PN Becatiy Hospitol On Market Competition

The PN hospital, authorized by ShenYang Municipal Health Bureau, is a privately-owned one characterized with medical cosmetology as its main and particular medical service. With the increase in the sector’ attraction nowadays, the development of the hospital is encountering fierce market competition. The principal problems the NP hospital of medical cosmetology is facing include how to establish the competitive strategy of the hospital; managing the changeable environment; making the best use of the internal resources reasonably; cultivating the core competitive power a of the hospital and exploring a feasible path which fit its self-development as well.The thesis has obtained abundant hospital-related materials through authentic enterprise study and investigation.It has also conducted a systematic analysis and assessment for the macroscopic surrounding, the sector’ environment and the internal resources by means of Bolter’ five-force model and SWOT analysis matrix based upon strategic theory analysis. The analysis results in the conclusion that people’ health awareness and the demand of medical cosmetology have been raised with both the rapid and sustained development of the national economy and the improvement of the living standard of the people. Meanwhile, the hospital is also, meeting such challenges as the powerfulness of its rivals, the entrance of new opponents as well as the frequent floating of professional skilled personnel. Based upon the above analysis, SWOT matrix is used to deliver a comprehensive assessment to the developmental opportunity of the hospital, the threat it meets as well as its advantages and disadvantages.In addition, strategic analysis diagram is also drawn. Under the basis of SO strategy, strategic choice of hospital competition is performed to conform the competitive strategy in which differentiation strategy and low-cost focus strategy is combined.In order to ensure the effective carrying out of the strategies, the strategy-implementing project has been set down. Finally the implementation of the strategies has been controlled through drafting a complete competitive strategy-controlling system, which ensures the normal running of competitive strategies towards its scheduled strategic direction.