通策医疗投资公司的发展战略研究

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陈老师2011-3-25

四川大学

工商管理硕士（MBA）学位论文

题目通策医疗投资公司的发展战略研究

作者伍崇文完成日期2011年3月

培养单位工商管理学院

指导教师陈高林

研究方向新创业务与项目管理

论文类别应用研究性论文

授予学位日期年月日

通策医疗投资公司发展战略研究

工商管理硕士专业

研究生：伍崇文指导教师：陈高林

摘要

通策医疗投资股份有限公司（以下简称“通策医疗”），是中国唯一一家以口腔医疗为主营业务的上市公司。自2007年重组以来，公司一直坚持专业化的发展道路，采取了“新建＋收购”的扩张战略，始终在口腔医疗服务行业进行开拓。经过几年的发展，通策医疗的业务已经覆盖了浙江的杭州、嘉兴、衢州、宁波和瑞安等地区。公司在拓展省内业务的同时，还主动走出浙江布局全国。目前公司在全国医疗行业中位居综合实力第一的地位。

医院已经全面进入了知识经济时代，虽然通策医疗一直在实施快速扩张的连锁发展模式，但是通策医疗依然面临着发展资金短缺，人才流失加快，以及运行成本高，效率低下等问题，从而在很大程度上干扰和制约了医院的发展。

本文以通策医疗作为研究对象，对其未来的发展战略进行了研究。文章在阐述了国内外战略相关管理理论之后，首先对通策医疗外部的宏观环境和国内医疗行业进行了深入分析，并对通策医疗的竞争对手进行了研究；在外部分析的基础上，又对通策医疗的内部资源与能力进行了详细分析；随后，综合公司目前面临的机会与威胁、优势与劣势，运用SWOT分析方法，设计和提出了通策医疗未来的发展战略，并对通策医疗战略的实施和持续稳定发展提出了具体的措施。

关键词：通策医疗；发展战略；集中战略；连锁经营

ABSTRACT

Strategic management is the overall planning of the means required, which achieve the objectives of the hospital. to acquire new competitive advantages, according to the external environment and internal resources of the hospital.

TC medical is only a listed companies which regard oral health care as the main business of TC in china. Since the reorganization, the company has always adhere to the path of professional development, and adopted the expansion strategy of "established newly + acquisition". TC always develops in the oral health care industries. After the development of several years, its service business has covered Zhejiang Province, include Hangzhou, Jiaxing, Quzhou, Ningbo, Ryan and other regions. At the same time of Expanding business in the province, TC is out of Zhejiang to cover the whole country. Nowadays, the company ranked the first position on comprehensive strength in the national medical industry。

Hospitals have fully entered the era of knowledge economy, while TC medical has been implementing policy through rapid expansion of chain development model, however it is still facing development funds shortage, talents drain accelerated as well as operating cost high, low efficiency and so on, thus much interference and constraints of the hospital development and change.

This paper studied its future development strategy of TC. After describes the relevant domestic and international strategic management theory, the paper analysis deeply the development environment and domestic medical industry, and researches competitors of TC; article; At the base of external analysis, the paper analyzed in detail its internal resources and capacity; Before designing the company's development strategy, a SWOT analysis is conducted to the company, so the company's current strengths and weaknesses, opportunities and threats are cleared. Then the paper put forward to the company's specific development strategy according to Porter's competitive strategy; Finally, the paper put forward specific measures for implementation for its sustained and stable development.

Key Words: TC medical; Development strategies; focused strategy; chains