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本文以s医院为例,从S医院的营养治疗业务现状出发,总结了其营养治疗业务
现存的问题,结合多种战略分析工具对该业务的内外部发展环境进行分析,制定出了
其应S医院营养治疗业务发展战略。论文共有七个章节,第一章序论部分主要对于营
养治疗业务发展背景、研究意义及方法进行了介绍;第二章对于釆用的相关理论基础
进行了回顾;第三章对于S医院营养治疗业务发展现状及存在问题进行了分析;第四
章,通过对S医院营养治疗业务的外部宏观环境以及内部条件进行了分析;第五章,
运用了多种战略分析工具,提出了未来s医院营养业务适宜采取的发展战略,包括省
内市场渗透战略、新业务开发战略以及新市场拓展战略;本文第六章则从服务营销的
七大因素的角度,提出了 s医院营养治疗业务发展战略实施与保障措施,以保证该业
务的发展战略得到有效应用。
本文结合了作者的医院管理实践,以战略管理的相关理论为指导,所得出的s医
院营养治疗业务发展战略选择对于医院营养业务等部门进行经营管理、业务发展以及
医疗服务营销提供一定借鉴。
关键词:医院管理;营养学;战略管理;服务营销
ABSTRACT
With the reform of medical and health care system in China, the increasing
competition pressures in medical industry, the development of medical technology and
people&39;s increasing need for medical care services, the environment for hospital development
is becoming increasingly complex. However, as essential part of the hospital business,
medical treatment with nutrition business has essential function of supportive treatment, in
addition to specific industry characteristics and characteristics of its own development.
To survive in the fierce competition and achieve outstanding operation achievements,
the medical treatment with nutrition business need to fully analyze the opportunities and
challenges the hospital and the medical treatment with nutrition business are faced with
based on the internal and external conditions of hospital and business sectors. Combining the
strengths and weaknesses of the development of Nutritional Department in S Hospital, this
papers aims at finding suitable development strategy for this department in changing and
refreshing environment and prove suggestions for other hospital.
This paper combined the facts of Nutritional Department in S Hospital, the methods of
business market environment analysis, business market development strategy and target
market marketing strategy and finally made strategy choice for the nutrition service of S
Hospital.
This dissertation contains seven chapters. The first chapter introduced the research
background, research method and the objective of this dissertation; The second and the third
chapter mainly talked about the related theories on strategy management and the current
situation of Nutrition Department in S Hospital; The fourth chapter are mainly on
environment analyses and strategy-making of business development for nutrition business of
S Hospital utilizing the PEST analyses, value chain management, SWOT analyses, etc. The
fifth chapter focuses on the strategy choice for nutrition business of S hospital based on the
previous strategy-making. The sixth and last chapter is about supporting measures for
successful strategy-making and strategy choice, and the conclusion and managerial
suggestions for S Hospital and other hospitals.
The strategy choice of nutrition business in S Hospital has combined the auhor&39;s
managerial practices and theories in strategy management, which aims at providing guiding
advices for nutrition business department of hospitals in future operations and management
and promoting the service marketing for hospitals and their businesses.
Key words: Hospital management; Nutrition business; Strategy management; Service
marketing
第1章绪论
1.1研究背景
随着我国社会事业的进步以及人们生活水平的改善以及生活质量提高,人们
对医疗服务需求增长迅速,从而促使医院服务的内容与目标进行调整,医疗服务
及产品进行新的开发,并在医疗业务发展的战略、实施方式、管理路径等方面进
行改进、更新和改革。
美国糖尿病学会于1994年率先提出医学营养治疗概念,即临床条件下对特
定疾病的营养问题采取的特殊营养干预措施,并将营养与药物治疗的作用相提并
论。我国在20世纪70年代初即引进外科营养支持的方法应用于临床,80年代
后期开始在临床中开始广泛应用。目前,营养支持已成为有效的辅助治疗甚至是
主要的治疗手段,关于营养治疗的理论和实践技术都有了显著的发展。
随着现代医药技术的发展,营养治疗己成为临床综合治疗措施的重要组成部
分,不再是单纯地提供营养,还致力于使细胞获得所需的营养底物进行正常或近
似正常的代谢,从而促进病人康复。营养治疗业务的主要内容包括根据不同的疾
病不同病人不同情况的特点,给予病人合理的营养支持与治疗,增强病人抵抗力,
促进组织的修复;纠正因代谢失常而产生的不良症状;调整营养素的供给量,以
配合临床的需要,促进病人的身体恢复。营养治疗包括肠外、肠内营养或饮食治
疗。传统营养支持的目的在于提供充足的氮源和能量,以适应机体的代谢需要,
促进病人康复。Dudrick和Wilmore于1968年开创了临床营养的薪新时代,他
们发现输注葡萄糖和水解蛋白液能使犬获得长期生存和生长。临床营养技术的运
用改变了疾病转归,挽救了无数生命,其重要性越来越得到人们的认可。
营养治疗的有效性、安全性和重要性愈发受到相关研究者以及患者的关注,
营养治疗也越来越受到临床医生重视。我国临床营养支持在近年来取得了相关研
究近年有了较大进步,但相关的科研及实践水平仍亟待提高。我国大量住院病人
需要营养支持,而实际接受医院营养治疗的比例较低。同时,当前的营养支持从
理论到应用实践都不够成熟,营养诊断及治疗、临床营养评价方法、肠外及肠内
营养制剂的合理使用、营养输注方法等都有待进一步改进。
同时,当前我国的卫生事业面临着众多问题,使医院营养业务的发展宏观环
