| Summary: | 碩士 === 高雄醫學大學 === 醫務管理學研究所碩士在職專班 === 100 === According to the population statistics published by Ministry of the Interior, the overall birth rate in Taiwan keeps declining. Encountering the trend of fewer children as well as birth rate decline year by year, an obstetrics and gynecology hospital should deeply ponder how to discover its keys to success and competition superiority, hoping to achieve satisfactory performance and keep a space for survival so as to operate sustainably under current restriction of highly competitive environment, variable changes in health insurance policy and other socioeconomic regulations. At present, there are plenty of reference literatures about successful operation performance of obstetrics and gynecology hospitals, but lack of those about business strategy in the field of obstetrics and gynecology hospitals, especially the key factor for success. Therefore, this study is aimed at exploration on key factors for success in obstetrics and gynecology hospital management in Kaohsiung to find out the key factors of operation mode for their success on superior performance under the trend of fewer children, consequently being substantially helpful for future development of obstetrics and gynecology hospitals.
The purpose of this study is to collect information through interviewing managers of obstetrics and gynecology hospitals in Kaohsiung to carry out In-Depth interview analysis. Furthermore, integrate HMO (Health Maintenance Organization) management strategy measurement based on strategy types identification proposed by Miles & Snow (1987). Through exploration on relevant literatures, the study is carried out by Semi-structured Interviews to collect information. In this study, qualitative research is executed through In-Depth interview, aimed at exploration in nine aspects, i.e., management concept, hardware features, corporate image, education and training, marketing channel, market segmentation, geographical location and other factors. Finally, the key factors of their own success described by the managers are synthesized into integrated key factors for success in managing an obstetrics and gynecology hospital.
The result of this study shows: 1. In terms of strategy type and business performance, Prospectors Strategy and Analyzers Strategy are applied by most of the obstetrics and gynecology hospitals in Kaohsiung; and the results indicate that Prospectors ranks No.1, secondly Analyzers, then Defenders and Reactors the last. 2. In terms of synthesized analysis based on key success factors, the key success factors of management in obstetrics and gynecology hospitals in Kaohsiung are common in five aspects including management concept, hardware features, corporate image, education and training and service characteristics. Among them, the technical ability of medical professionals ranks first, secondly customer satisfaction and then organizational commitment and coordination of team work. Marketing channel, market segmentation and geographical location are less regarded. In addition, corporate image and education and training achieve more success factors than others. It indicates that managers of obstetrics and gynecology hospitals rely more on corporate image and education and training than the other tree aspects in managing their business.
In this study, the follow suggestions are proposed: 1. On drawing up management strategies in the future, the superiority and inferiority of a hospital, management strategy type and business performance should be taken seriously into consideration. 2. It is suggested that business managers should enhance market segmentation and market channel to build their differentiation so as to upgrade business competition to reach their targets. 3. Suggestions for future study, Quantitative Research Methods can be adopted in the future study. With more samples to exam or access the key factors for success mentioned in this study, carry out overall examination to search objective results. 4. In the case of a successful hospital, comments from staffs and customers is also very important. Thus, it is suggested that the scope of study can be extended to the segments of staffs and customers, from different points of view to explore key factors of success to manage a hospital.
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