随着中国经济的不断发展，国民的生活水平越来越高，然而生活质量水平 的提升并不意味着我们的生活环境越来越好，事实是我们现在面临着日益严重 的环境污染问题、食品安全问题以及医疗卫生安全问题等；与此同时，随着国 家政策不断调整，国家在医疗卫生事业上的投入越来越多，而且政策的不断地 放宽，医疗行业面对也在面临着更大的机遇和挑战。 本篇报告，通过对整个国家的经济环境以及医疗环境的分析，深入的分析 了西安市医疗卫生行业所面临的政治、经济、社会文化环境以及技术环境，在 此基础上使用五力模型对西安市的医疗行业产业整体环境、经济周期和市场环 境做了相应的对比分析，从上述的分析中，我们对整个西安市医疗卫生行业所 面临的外部环境进行了了解。 其次，使用 SWOT 对仁友医院的内部环境进行了详尽的分析，我们可以清楚 的知道仁友医院现在存在的优势、弱势以及所面临的机遇和挑战。 通过对仁友医院所面临的外部以及内部环境的分析，本篇报告进一步对仁 友的营销计划、发展计划、市场计划、管理计划以及财务计划做了详细的解释 说明，为本医院的建设提供了全方位的建议以及计划。 最后本计划书对仁友医院所面临的风险因素做了详细的分解及说明，并提 出了相应的解决方案。 整个计划书的确立，是建立在基础数据以及调查研究上，确立了仁友医院 的设立的使命以及发展计划。 关键词：医院发展计划； SWOT 分析；产业分析；风险分析；MBA 学位报告 作者：全梦鹤 仁友医院商业计划书 II Abstract With China economic of constantly development, national of living is increasing. However, that the quality level of living is higher does not mean that our life environment is better. In fact, now we are faced with the serious problem of pollution, medical health security, food security and so on. In the meantime, with the national policy constantly adjustment, the nation put more insources in the medical health career. This article analyses the whole of economic environment and medical environment of the China. And the medical health industry of Xian is analyzed about political, economic, and social culture environment and technology environment. And I used the five force mode to analyze the overall environment of medical industry, economic cycle, market environment. From above of analysis, we can know that medical health industry of Xian is faced with external environment. Secondly, I use the SWOT to analyze internal environment of the Renyou hospital, we can know clearly the strengths, weaknesses, the opportunities and challenges of the Renyou hospital. Through we analyze the external and internal environment of the Renyou hospital. I make a further plan about marketing plan, development plan, management plans and financial plans, to make some advices for hospital construction and management. Finally, this paper explains the risk factors that the Renyou hospital is faced and put forward appropriate solutions to solve this problem. Establishment of the full proposal is based on the data and research to establish the mission and development plan of the Renyou hospital. Key words: development plan of the Hospital; SWOT analysis; industry analysis; risk analysis;MBA 学位报告 作者：全梦鹤 仁友医院商业计划书 III 目录 一、 绪论..................................................................................................................................1 （一）项目背景及意义......................................................................................................1 （二）民营医院简述...........................................................................................................1 （三）研究方法与思路......................................................................................................3 二、仁友医院项目简介.......................................................................................................4 （一）设立目的....................................................................................................................4 （二）选址.............................................................................................................................4 （三）设备.............................................................................................................................4 （四）总结.............................................................................................................................5 三、民营医院外部环境分析............................................................................................6 （一）宏观环境分析...........................................................................................................6 （二）产业环境分析...........................................................................................................6 （三）经济周期分析...........................................................................................................9 （四）市场环境分析.........................................................................................................10 (五)总结................................................................................................................................11 四、医院内部条件分析.....................................................................................................12 （一）SWOT 分析.................................................................................................................12 （二）总结...........................................................................................................................13 五、仁友医院发展及战略规划.....................................................................................14 （一）营销计划..................................................................................................................14 （二）发展计划..................................................................................................................24 （三）市场战略..................................................................................................................26 （四）管理计划..................................................................................................................30 （五）总结...........................................................................................................................32 六、财务计划..........................................................................................................................34MBA 学位报告 作者：全梦鹤 仁友医院商业计划书 IV （一）对预测中的潜在假设的解释.............................................................................34 （二）五年财务预测.........................................................................................................34 （三）关键的企业比率....................................................................................................35 （四）资金退出方式.........................................................................................................35 七、风险因素及对策..........................................................................................................37 （一）风险因素..................................................................................................................37 （二）应对策略..................................................................................................................39 总结 43