揭阳 AZ 妇产医院创立于 2007 年 12 月，是北京 FK 投资管理公司投资建设的一家 二级妇产医院，总投资 4000 万元，设床位 50 张。揭阳 AZ 妇产医院自 2008 年正式运 营以来，重点依托妇产科门诊和住院治疗业务，开设妇科等 15 个科室，医院奉行“把最 好的给最爱的”经营理念，着力打造“3H”（医院、宾馆、家）模式，通过开展妇科腔镜 微创手术、宫颈、乳腺、不孕不育等专科门诊和温馨产科等，细化疾病种类，把妇产科 领域与科研做精做细，和公立医院形成错位竞争互动互进的局面。 在国家大力鼓励和引导社会资本发展医疗卫生事业，积极促进非公立医疗卫生机构 发展，形成投资主体多元化、投资方式多样化的办医体制的大背景下，揭阳 AZ 妇产医 院通过分析目标市场需求和医院发展现状，医院计划在未来 5 年内，通过引入策略投资 者，融资 2000 万元，全面拓展和深化妇产科业务，将医院发展成为规模适度、功能完 善、环境优美、设施完备、管理规范、技术精湛的妇产专科“二甲”医院。计划再用 5—10 年时间，完成医院一个品牌、两个队伍、三个基础、四大目标的长期发展目标，强调 医院要有跨越式发展的思维，从而成为妇产专科三甲医院的发展目标。使医院成为 具有核心竞争力的专家型组织，在实现可持续发展的基础上，争取将医院发展为揭阳市 妇产科方向的领先者，为投资者实现利润目标，为揭阳市妇女健康做出贡献。 本文以揭阳 AZ 医院为研究对象，进行了揭阳 AZ 医院项目的商业计划书研究。本 商业计划书对揭阳 AZ 医院未来发展所面临的政策、经济及社会环境进行了分析，并深 入探讨了揭阳 AZ 医院的现有竞争者、潜在竞争者、替代品、就医者的议价能力、供应 方的议价能力等因素对揭阳 AZ 医院未来发展的影响。此外，本商业计划书还对揭阳 AZ 医院未来发展所面临机会、威胁以及医院自身所具有的优势和劣势进行了 SWOT 分 析，并在此基础上，进一步提出了揭阳 AZ 医院的发展战略和目标。最后，本商业计划 书对医院扩建中的融资及退出渠道进行了分析，进行了项目的盈利预测，并对项目涉及 的风险进行了分析，提出了风险的应对策略。 关键词，医院发展计划；医院管理；SWOT 分析；融资方案；风险分析II Abstract Jieyang AZ maternity hospital was established in 2007 and invested by Beijing FK Limited of Investitive Management as a secondary maternity hospital with cost of 40 million and 50 beds. The hospital has 15 divisions including obstetrics and gynecology clinic etc. and mainly relied its business on both outpatient and inpatient department. The faith of “To give the best to the patients” and the mode of“3H” (hospitals, hotels and home) have been proved to be effective and active since 2008. With the extensive development of the minimally invasive surgery technology such as cavity mirrors, cervical, breast and infertility etc., the classification tends to be more detailed and the research in the field of gynaecology and obstetrics got more achievement, presenting the power of dislocation competition and common progress when compared with the other competition in Jieyang City. By analyzing the market status and demand , we drawed up a 5-year-plan based on the background of the government to encourage, support and guide the social capital to strengthen the administration of medical institutions so as to make better development for the status of hospitals, which results in various subject and ways of investment for medical treatment and public health. In the 5-year-plan, we try to finance 20 million RMB through the resourceful investors to extend the business of obstetrics and gynecolog, so as to build a hospital of Class II Grade A, with appropriate size, full in function, delightful environment, completed equipments, standardized administration and excellent technologies. Upon the plan, we made out a 10-year-plan with thinking of leap-forward development, whose aim is to establish an obstetrics & gynaecology hospital of Class Ⅲ Grade A with one brand, two teams, three bases and four goals. Ideally, our hospital evolve as a studious and expert organization with both strong competitive ability and core competitiveness, is to be the predecessor in fields of obstetrics & gynaecology in Jieyang City and to be the objective of the investors so that we can make a significant contribution to the health for the female in the city. In this study we took Jieyang AZ maternity hospital as the subject, whose business plan was made for the deeper development. The policy faced in future, economic and social environment were included in our plan so were the potential competitors, alternative and bargaining capability, which may influence the development of our hospital. In addition, we selectively analyzed the internal superiority(S) and weakness(W), external opportunity(O) and threaten(T) existing in our hospital and made a SWOT Analysis, basing on which we worked out the greater strategies including both 5 and 10-year-development plan for our hospital. Finally, we analyzed the ditches for financing and exiting plans, predicted both profit forecastIII and reaction strategy for risks to achieve better development for the hospital. Keywords: Hospital development plan; Hospital management; SWOT analysis, Financing plan; Risk analysisIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论............................................................................................................................1 1.1 项目背景与意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 1 1.2.1 民营医院的概念和分类........................................................................................... 1 1.2.2 民营医院的特征和存在问题................................................................................... 2 1.2.3 国外医药产业分析................................................................................................... 2 1.2.4 国内医药产业概况................................................................................................... 3 1.3 研究方法与思路.............................................................................................................. 4 第二章 揭阳 AZ 妇产医院项目简介.....................................................................................5 2.1 揭阳 AZ 妇产医院简介与医疗项目 .............................................................................. 5 2.1.1 揭阳简介................................................................................................................... 5 2.1.2 医院简介.................................................................................................................... 5 2.1.3 诊疗项目................................................................................................................... 6 2.2 揭阳 AZ 妇产医院经营现状 .......................................................................................... 6 2.3 揭阳 AZ 妇产医院的管理现状 ...................................................................................... 6 2.4 揭阳 AZ 妇产医院未来发展的需求 .............................................................................. 7 2.5 本章小结.......................................................................................................................... 8 第三章 揭阳 AZ 妇产医院外部环境与内部条件分析.......................................................10 3.1 宏观环境分析................................................................................................................ 10 3.1.1 政策环境................................................................................................................. 10 3.1.2 经济和社会环境..................................................................................................... 10 3.2 行业环境分析................................................................................................................ 11 3.2.1 现有竞争者............................................................................................................. 11 3.2.2 潜在竞争者............................................................................................................. 14 3.2.3 替代品..................................................................................................................... 14 3.2.4 就医者议价能力..................................................................................................... 14V 3.2.5 供应方议价能力..................................................................................................... 14 3.3 SWOT 分析 .................................................................................................................... 14 3.3.1 S:AZ 医院内部环境优势 ........................................................................................ 14 3.3.2 W，AZ 妇产医院内部环境劣势............................................................................ 15 3.3.3 O: AZ 妇产医院外部环境机会............................................................................... 16 3.3.4 T: AZ 妇产医院外部环境威胁 ............................................................................... 16 3.3.5SWOT 分析............................................................................................................... 17 3.4 本章小结........................................................................................................................ 17 第四章 揭阳 AZ 妇产医院的发展与经营计划...................................................................19 4.1 市场前景与目标市场预测............................................................................................ 19 4.1.1 市场前景................................................................................................................. 19 4.1.2 目标市场预测......................................................................................................... 20 4.2 发展计划........................................................................................................................ 20 4.2.1 近期目标................................................................................................................. 20 4.2.2 远期目标................................................................................................................. 22 4.3 本章小结........................................................................................................................ 22 第五章 融资计划及投资退出途径......................................................................................23 5.1 募集资金的需求和用途................................................................................................ 23 5.2 盈利预测和敏感性分析................................................................................................ 24 5.3 资金退出方式................................................................................................................ 27 5.3.1 股权转让................................................................................................................. 27 5.3.2 公开上市................................................................................................................. 27 5.4 本章小结........................................................................................................................ 27 第六章 风险因素及对策......................................................................................................28 6.1 管理风险与策略............................................................................................................ 28 6.2 市场风险与策略............................................................................................................ 28 6.3 政策风险与策略、........................................................................................................ 29 6.4 资金风险与策略............................................................................................................ 29 6.5 本章小结........................................................................................................................ 29 结 论........................................................................................................................................31VI