Research On Development Strategy Of Internet Healthcare Service Market Considering The Public Interest

In recent years,Internet healthcare treatment has developed rapidly,especially since the outbreak of the epidemic due to its "non-contact",market demand and policy to promote two-way,Internet healthcare treatment ushered in a period of rapid growth.Establishing an appropriate market model of Internet healthcare service and guiding public hospitals to correctly develop Internet healthcare service is conducive to alleviating the severe problems of "difficult to see a doctor" and "expensive to see a doctor" in China,and is of great significance to promoting the high-quality development of China’s healthcare service market.Based on the research on the existing healthcare service market,this thesis studies the development mode of Internet healthcare service market and the development strategy of Internet healthcare service in public hospitals,considering the public interest of public hospitals,combining competition and dual-channel strategy.First of all,considering the public interest of public hospitals and the proportion of patients’ self-payment for healthcare insurance,four development modes of Internet healthcare service market are proposed and compared.Research findings: The development of public Internet hospitals is more conducive to improving social welfare and serving more patients.Under the public oligopoly mode,more patients will get healthcare services,and the patient surplus is the highest.The mixed oligopoly mode of high public and low private can maximize the total social welfare.On the one hand,the government can encourage public Internet hospitals to enhance social preference,and on the other hand,set reasonable healthcare insurance reimbursement ratio to increase patient surplus and total social welfare through reasonable policies.Secondly,considering the public interest of public hospitals,the proportion of patients’ self-payment for healthcare insurance and the government-controlled price,three development strategies for Internet healthcare services of public hospitals were constructed and compared.The results show that public hospitals tend to choose the coconstruction strategy when the online efficiency and co-construction efficiency are high,or choose the self-construction strategy.Only when social preference of public hospital is low and hospital online efficiency is low,public hospitals will choose not to develop Internet healthcare strategy.The government should,on the one hand,encourage public hospitals to increase social preference coefficient with focusing on higher quality and equitable access to patient health care,improve the quality of public hospital evaluation system,on the other hand accelerate the implementation of Internet healthcare insurance policies,adjust price controls and reimbursement ratio,in order to promote the development of public hospital Internet healthcare high speed high quality,achieve higher people’s well-being.This thesis improves the theoretical model research in the field of Internet healthcare care from the development model of healthcare service market and the decision-making of public hospitals under price control,and puts forward reference suggestions for the government to guide a good development model of Internet healthcare service market and encourage public hospitals to develop Internet healthcare care efficiently.