I 摘要 随着疾病向年轻化蔓延和物质生活水平的提高，人们对自身身心健康方面愈 发重视，对高品质健康体检服务的需求快速增长，企事业单位也希望通过健康体 检为员工提供福利，以便准确掌握员工身体健康情况。与此同时，面对巨大的市 场机遇，医疗机构和民营资本纷纷进入体检行业，加剧了行业竞争。如何提升体 检机构的核心竞争力，争取更多的市场份额成为各个公立医院体检中心面临的重 要发展问题。XY公立医院体检中心作为省内成立最久，名声在外的专业体检机构， 从建院初期就致力于为人民群众提供专业的体检服务，为企事业单位提供专业的 职业体检和健康体检项目，有着四十多年体检工作经验，创造了巨大的社会和经 济效益。 面对体检市场日益激烈的竞争态势，公立医院体检中心需要与时俱进，制定 健全高效的发展策略，获取体检市场的竞争优势。本研究通过文献检索和资料整 理，收集了体检行业的现状和国内外体检中心核心竞争力的相关研究。通过问卷 调查分析了影响体检人群和单位选择体检机构的影响因素，结合层次分析法得到 体检中心核心竞争力指标权重赋值的结果，确定了公立医院体检中心核心竞争力 指标：品牌、价格、专业性、权威性、服务和质量。再通过对XY公立医院体检中 心核心竞争力进行专家打分得到：XY公立医院体检中心的核心竞争力为质量、专 业性、权威性、品牌、体检硬件设施和服务方面，辨识出薄弱的核心竞争力为体 检价格高。进而以体检价格为中心，提出提升XY公立医院体检中心核心竞争力 的策略，包括口碑提升策略、中高端体检需求匹配策略、创新体检市场需求策略、 灵活运营策略、积分会员制策略和低成本运营策略，以此提高XY公立医院体检 中心薄弱的核心竞争力，争取更大的市场份额，获得在体检行业的长足发展。 关键词：公立医院，体检中心，核心竞争力，提升策略 ABSTRACT II ABSTRACT Withdiseasesoccurringmoreinyoungagesandtheimprovementofmaterial livingstandards,peoplepaymoreandmoreattentiontotheirhealthandthedemandfor high-qualifiedservicesofphysicalexaminationandhealthmanagementisgrowingfast. Enterprisesandinstitutionsalsohopetoprovideemployeeswithbenefitsthroughhealth examinationsandtherebyaccuratelygrasptheirphysicalconditions.Atthesametime, facinghugemarketprofitsandopportunities,medicalinstitutionsandprivatecapitals haveenteredtheindustryofphysicalexaminationoneafteranother,whichintensified theindustrycompetition.Howtoimprovethecorecompetitivenessandstriveformore marketsharehasbecomeanimportantissueofdevelopmentforallphysical examinationcentersofpublichospitals.Asthelongest-establishedandrenowned professionalphysicalexaminationinstitutionintheprovince,theXYpublichospital physicalexaminationcenterhasbeencommittedtoprovidingprofessionalservicesof healthexaminationoroccupationalphysicalexaminationforpublics,enterprisesand institutionssinceitsestablishment.Ithasaccumulatedmorethan40years’work experienceofphysicalexamination,whichcreatedhugesocialandeconomicbenefits. Toholdacompetitiveadvantageinthephysicalexaminationmarket,examination centersofpublichospitals,facingtheincreasinglyfiercecompetition,needtokeeptheir pacewiththetimesanddevelopesoundandefficientstrategies.Thestudyretrieved relevantresearchesonthecurrentstatusofthephysicalexaminationindustryandthe corecompetitivenessoftheexaminationcentersbothathomeandabroad.Through questionnairesandsurveys,thestudycollectedthefactorsaffectingtheselectionof physicalexaminationinstitutionsbyindividualsandcorperationsthathaverecently receivedtheserviceandobtainedcorecompetitivgenessindicatorsthroughweight assignment.Amongallthefactors,brand,price,professionalism,authoritativenessand servicedeterminethecorecompetitivenessoftheexaminationcenters.Then,being scoredbyexperts,thestudyidentifiedthecorecompetitivenessoftheXYpublic hospitalexaminationcenterisquality,professionalism,authoritativeness,brand,facility andservice,however,theconsiderablehighpriceforexaminationsweakensits competitivenessoverotherinstitutes.Therefore,centeringonthepriceforexaminations, thestudyproposedstrategiestoimprovethecorecompetitivenessofXYpublichospital ABSTRACT III examinationcenter.Theproposalincludedbrandloyaltyimprovement,mid-to-high-end examinationdemandmatching,innovativemarketingstrategy,flexibleandlow-cost operation,andmembershipimplementtostrengthenthecorecompetitivenessoftheXY publichospitalexaminationcenter,tostriveforalargermarketshare,andtosecurea sustainabledevelopmentinthephysicalexaminationmarket. Keywords:publichospital,physicalexaminationcenter,corecompetitiveness, promotionstrategy 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.3研究内容与路线................................................................................................3 1.4研究方法............................................................................................................4 第二章相关理论综述.....................................................................................................5 2.1核心竞争力概述................................................................................................5 2.1.1核心竞争力的概念.................................................................................5 2.1.2核心竞争力的基本特征.........................................................................5 2.1.3核心竞争力的构成要素.........................................................................6 2.2公立医院核心竞争力评价模型的研究............................................................6 2.3公立医院体检中心核心竞争力研究情况........................................................7 2.3.1国外情况.................................................................................................7 2.3.2国内情况.................................................................................................8 2.3.3公立医院体检中心核心竞争力评价研究.............................................9 2.4层次分析法概述..............................................................................................10 2.5本章小结..........................................................................................................10 第三章医院体检中心核心竞争力分析与评价指标体系的构建...............................12 3.1体检行业的现状..............................................................................................12 3.1.1公立医院体检中心与民营体检机构的发展情况...............................12 3.1.2本市体检行业的现状...........................................................................13 3.2医院体检中心核心竞争力确定......................................................................14 3.2.1问卷调查法...........................................................................................14 3.2.2层次分析法...........................................................................................16 3.3本章小结..........................................................................................................23 第四章XY公立医院体检中心核心竞争力的评价与分析........................................24 4.1XY医院简介....................................................................................................24 4.1.1XY医院现状.........................................................................................24 4.1.2XY公立医院体检中心发展情况及现状分析.....................................24 4.2XY公立医院体检中心核心竞争力比较评价................................................26 目录 V 4.3XY公立医院体检中心薄弱核心竞争力原因分析........................................30 4.4本章小结..........................................................................................................31 第五章XY公立医院体检中心核心竞争力提升策略................................................32 5.1口碑提升策略...................................................................................................32 5.2中高端体检需求匹配策略..............................................................................33 5.3创新体检市场需求策略.............................................................