2015 年，国务院印发《关于推进分级诊疗制度建设的指导意见》，《意见》指 出为进一步提升国民身体素质和健康水平，要合理配置医疗资源，使资源下行和均 衡，加强人才培养和引进，实行分级诊断分级治疗，鼓励民营医院发展。在国家政 策方针的大力扶持下，民营医院的发展迎来了机遇，为了把握这次发展机遇，民营 医院在充分自我认知的同时，应对自身状况作出综合客观的剖析，制定符合自身发 展的、可持续的、科学可行的发展战略。为此，本文通过对长春后爱古中医院的发 展战略进行深入全面的分析，为民营医院发展战略的制定提供理论指导和建议。 本文以长春后爱古中医院为研究样本，通过对医院的宏观环境和医院行业环境 进行分析，以及对医院的人力资源、重点业务、整体环境、医疗设备和财务状况进 行深入研究，得出医院的优势、弱势、机会和威胁做成 SWOT 矩阵图，在此基础上 制定了长春后爱古中医院应采取的发展战略：（1）长春后爱古中医院应采取以差异 化经营为主的发展战略，将医院建设成为以针灸推拿科、养生保健科、康复治疗科 和中医美容科为主要特色科室的民营中医医院；（2）面对医疗市场的激烈竞争，医 院应采取主动性经营战略来主动适应市场发展步调，把握机遇，采用科学的营销手 段、合理的宣传策划和完善的保障措施；（3）长春后爱古中医院应采取品牌竞争战 略，完美树立其品牌形象，使其在广大群众当中拥有广泛的知晓度和美誉度，进而 更好地为群众提供优质的医疗诊疗服务。通过采取以上发展战略使后爱古中医院能 够在竞争激烈的医疗市场中脱颖而出，同时也为全国民营卫生医疗机构发展战略的 制定树立标杆。 本文的创新之处在于我国针对民营医院发展战略方面进行的研究较少，公开发 表的研究成果更不多见，虽然在当前的研究结论中研究人员对民营医院的发展战略 进行了一定的探索，但学术界并未形成完备的理论体系，没有从全方位的对民营医 院的发展战略作出整体研究。对于民营医院来说，长春后爱古中医院具有一定的代 表性和创新性，故而本文通过对长春后爱古中医院发展战略的探索和研究，希望能 够为我国医疗机构的发展战略提供一些数据支持，为民营医院的长足发展提供一些 思路和方法、弥补不足，对发展战略提出实践性意见。 关键词：民营医院；发展战略；SWOT 分析法II Abstract In 2015, the State Council issued the Guiding Opinions on Promoting the Construction of a Hierarchical Diagnosis and Treatment System, which pointed out that in order to further improve the physical quality and health level of the people, medical resources should be rationally allocated, resources should be downgraded and balanced, personnel training and introduction should be strengthened, graded diagnosis and treatment should be implemented, and private hospitals should be encouraged to develop. With the strong support of the national policy and policy, the development of private hospitals is facing an opportunity. In order to grasp this opportunity, private hospitals should make a comprehensive and objective analysis of their own situation while fully recognizing themselves, and formulate a sustainable, scientific and feasible development strategy that is in line with their own development. For this reason, this paper makes a thorough and comprehensive analysis of the development strategy of Changchun Houai Hospital of Traditional Chinese Medicine to provide theoretical guidance and suggestions for the formulation of the development strategy of private hospitals. Taking Changchun Houai Hospital of Traditional Chinese Medicine as the research sample, through the analysis of the macro-environment of the hospital and the environment of the hospital industry, as well as the in-depth study of the hospital's human resources, key business, overall environment, medical equipment and financial situation, the advantages, weaknesses, opportunities and threats of the hospital are obtained and made into SWOT matrix chart. On this basis, Changchun Houai Hospital of Traditional Chinese Medicine should adopt the following development strategies: (1) After Changchun Houai Hospital of Traditional Chinese Medicine should adopt the development strategy of differentiated operation, and build the hospital into a private traditional Chinese medicine hospital with acupuncture and massage department, health care department, rehabilitation treatment department and traditional Chinese medicine cosmetology department as its main characteristic departments; (2) Facing the fierce competition in the medical market, hospitals should adopt the initiative management strategy to take the initiative. To adapt to the pace of market development, seize the opportunity, adopt scientific marketing means, reasonable propaganda planning and perfect safeguard measures; (3) Changchun Houai Hospital of Traditional Chinese Medicine should adopt brand competition strategy, perfect its brand image, so that it has a wide range of awareness and reputation among the masses, and then better provideIII quality medical services for the masses. By adopting the above development strategies, Changchun Houai Hospital of Traditional Chinese Medicine can stand out in the competitive medical market, and also set a benchmark for the formulation of the development strategy of the national private health care institutions. The innovation of this paper lies in the fact that there are few studies on the development strategy of private hospitals in our country, and the publicly published research results are even less. Although researchers have explored the development strategy of private hospitals in the current research conclusions, the academic circles have not formed a complete theoretical system and have not made an overall development strategy of private hospitals from all aspects. Research. For private hospitals, Changchun Houai Hospital of Traditional Chinese Medicine has a certain representativeness and innovation, so through the exploration and Research on the development strategy of Changchun Houai Hospital of Traditional Chinese Medicine, this paper hopes to provide some data support for the development strategy of Chinese medical institutions, provide some ideas and methods for the rapid development of private hospitals, make up for the shortcomings, and put forward practical development strategy opinions. Keywords:Private hospitals；Development strategy；SWOT analysis method.IV 目 录 摘要................................................................ I ABSTRACT............................................................. II 第 1 章 绪 论......................................................... 1 1.1 研究背景及意义 .................................................1 1.1.1 研究背景 .................................................1 1.1.2 研究意义 .................................................1 1.2 国内外研究现状 .................................................2 1.2.1 国外研究现状 .............................................2 1.2.2 国内研究现状 .............................................4 1.3 研究内容及方法 .................................................5 1.3.1 研究内容 .................................................5 1.3.2 研究方法 .................................................5 1.4 论文的创新点 ...................................................6 第 2 章 相关理论基础................................................... 7 2.1 战略管理的基本过程 .............................................7 2.1.1 战略分析 .................................................7 2.1.2 战略制定 .................................................7 2.1.3 战略实施 .................................................7 2.1.4 战略评估 .................................................8 2.2 医院战略管理概述 ...............................................8 2.2.1 医院战略 .................................................8 2.2.2 医院战略管理及特点 .......................................8 2.3 战略管理的分析工具 .............................................9 2.3.1 SWOT 分析法 ..............................................9 2.3.2 PEST 分析法 .............................................10 2.3.3 波特五力模型分析法 ......................................10 第 3 章 长春后爱古中医院发展战略外部环境分析.......................... 12 3.1 宏观环境分析 ..................................................12 3.1.1 政治与法律环境分析 ......................................12 3.1.2 经济环境分析 ............................