| Abstract: | 全民健保的實施影響醫療產業的變化的環境下，醫院如何應用創新的營運模式及因應各項管理制度的作法，由於健保管理制度經常改變，導致醫院組織規模擴大，成兩極化發展，為搶佔醫療市場提供多元的醫療服務，醫院各自提供著相同的服務，但醫院與醫院之間，服務提供不連續、重複性及不一致性，造成服務價值無法提升，醫院層級區隔不明無法界定定位，人才流失導致利潤微薄。這些變化直接衝擊醫院價值鏈的組成，醫院營運模式因應與創新是生存發展的重要關鍵。本研究以競爭策略與價值鏈為主要理論依據，採個案研究方式，以中部某區域醫療體系為個案研究對象，進行次級資料蒐集與深度訪談。本研究發現，個案醫療體系雖在大者恆大的醫療環境中，應用組織結構、人力資源、服務產品、價值流程四個構面的創新，結合區域醫院、地區醫院、診所，互利互惠的醫療網絡，得以大型醫院相抗衡，並創造自己獨特的核心能力與競爭優勢。本研究發現個案醫院創新營運模式與價值鏈管理及競爭策略的理論是一致的，本個案研究的提出期待有助於其他醫院作為創新營運模式之參考。
The main objective of this study is to investigate how the implementation of national health nsurance will affect the environment of medical industry, and how a hospital can apply innovative business model and good management system in the industry. Since the management system of national health insurance is constantly changing, the organization scale of hospital has to expand gradually, and two extremes are thus formed. In order to gain market share, many hospitals provide diversified medical service, that is, many hospitals provide similar services. However, the discontinuous, repeated and inconsistent services as provided by different hospitals have caused the difficulty in the enhancement of the service value. Moreover, the unclear partition among the levels of hospitals, the difficulty in the hospital orientation and the loss of human resources all lead to the low profit. All these changes have impacted directly the value chain of the hospital, hence, the change and innovation in the business model of hospital is the key for survival and development. This study uses competition strategy and value chain as the main theoretical basis. Case study way is adopted and certain regional health system in middle Taiwan is used as the case study target to perform secondary data collection and in-depth interview. In this study, it was found that for the case study health system, under the environment of bigger is even bigger, can compete with large scale hospital through the application of innovation in four structural perspectives, organizational structure, human resource, product service and value process; moreover, it can compete with large hospital through association with regional hospital and local hospital and clinic to form mutual-benefit medical network, and create its unique core competence and competitive advantage. In this study, it was found that the innovative business model, value chain management and competitive strategy theory of the case study health system is consistent. It is hoped that the submission of this case study can be helpful reference as innovative business model for other hospital. |
