Study On Strategy Selecting Of Chengdu XH Hospital Under New Round Reform Of Medical And Health System

With the continuous development of the new round reform of medical and health system, the operating environment of the medical service industry has changed greatly. As government investment focusing primarily on grassroots medical institutions, and the new medical reform policies encouraging non-government funds to enter the medical service industry, the rise of private hospitals will be a big trend. Strategic management can help enterprises to develop in a better direction and gain the core competitiveness. Meanwhile, Strategic management provide private hospitals with management support, and provide non-government funds, which has never been got involved in the medical service industry, with guarantee to some extent.Strategic management has been used in hospital management in foreign countries for nearly thirty years. However, there's little research on the strategic management applying to non-enterprise organizations in China. We need serious research on how to enter the medical service industry and enhance competitiveness successfully for private hospitals, while the public hospitals occupy an absolute leading position.In this paper, the author formed a scientific understanding of the new round reform of medical and health system by collecting, identifying, sorting relevant policy documents and analyzing the material changes in the new policies. And then, the author elaborated the influence of new policies on the operation of public hospitals and private hospitals. PEST model was used to analyze the external macro environment of Chengdu XH hospital. Potter's industry structure analysis system, including the industry life cycle prediction. Porter's five forces model, and competitor analysis framework were used to analyze the competition environment and the main competitors of Chengdu XH hospital in medical service industry. The demanding conditions of Chengdu XH hospital were analyzed with the marketing theory. Based on the analysis above, the opportunities and threats from the external environment of Chengdu XH hospital become clear.In addition, the author collected data about the history, composition of the senior management staff, organizational structure, organizational culture and value concept, medical department and treatment project settings, operating performance, development goals and others of Chengdu XH hospital, through field visits, interviews, questionnaires, etc. And then, the author analyzed the internal environment, including internal resources and capabilities of Chengdu XH hospital to find out the strengths and weaknesses of the internal resources. Then the author used SWOT model to analyze the external environment and internal resources, which has a significant impact on medical service activities in Chengdu XH hospital, so as to select the most appropriate management strategy for Chengdu XH hospital.Finally, the author made a gap analysis between the expected operating performance and planning objectives using the comparative analysis method. While Chengdu XH hospital won't change its management strategy, including overall strategy and competitive strategy.The author found out that the Chengdu XH hospital should adopt the growth strategy of market permeating and product development. And Chengdu XH hospital should use mixed strategy, including cost leadership strategy and differentiation to compete. In order to ensure the established strategy implemented successfully, Chengdu XH hospital should be equipped with the necessary human resources, financial resources, technology resources and organizational resources. Managers should develop some implementation plans, and establish scientific performance evaluation methods to supervise the strategy implementation. The paper will put forward some management suggestions, which are beneficial for Chengdu XH hospital to achieve the established strategic objectives. At the same time, this study can provide reference for similar institutions, and make contribution to the development of strategic management theory.