의료시장의 환경변화에 따른 차별화전략과 성과에 관한 연구 : 경남지역의 종합병원을 중심으로
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Since the operation of nationwide medical insurance in 1989, demand for medical care has hastily increased and due to a rise of income level accompanied by steady economic development, people have said to claim the right to health and the medical market is now entering the limitless competition epoch resulting from opening of medical market and plutocratic participation in the hospital business. This thesis is based on relating precedent researches and papers, statistical analysis, hypothesis test, and model design. Purposes of this study are following. First, to look over several environmental changes of medical market. Second, to review various factors having an effect on management performance of hospital under environmental changes of medical market. Third, based on results of previous researches, to build the research hypotheses in order to find the relation between medical market environment and differentiation strategy and between differentiation strategy and management performance of hospital. Fourth, to verify research hypotheses. Fifth, to elicit differentiation strategy to achieve the maximum management performance of hospital under environmental changes from results of this study. Results of this study are following. First, among factors of technology change as one of environmental factors of medical market, the positive chances of medical technology and the level of accepting medical technologies had an effect on medical service, differentiation of medical technology and medical facilities. Also, among competitiveness factors, customer satisfaction policy and accessibility to the information of hospital had an effect the medical service, differentiation of medical technology and medical facilities. Second, the differentiation strategy had an effect on the management performance. To enhance the management performance, good medical service, medical technology, convenient location, spacious parking lot and various convenience facilities are needed. Third, among technology change factors as one of environmental factors of medical market, the positive chances of medical technology and level of accepting medical technologies had a high effect on the management performance. And, competitiveness had an effect on the management performance when there is a high interest in customer satisfaction. Fourth, market fluctuation as one of environmental factors of medical market had a low effect on the differentiation strategy and management performance. Limitations and suggestions for future study are following. First, we had a problem with measuring factors in consideration of time difference of measuring independent factors and management performance factors. So, future study had better consider this. Second, we collected Hospitals in Kyongnam as research samples. So future study need to analyze samples according to region, size and subject of study. Third, there is lack of validity and reliance because we judged management performance according to the basic data in the questionnaire. So future study need to overcome this limitation. Fourth, this study had a focus on differentiation strategy to enhance the management performance under the medical environment. However, there are possible strategies like concentration and low cost to improve the performance. So future study need to research different strategies of Poter, Miles and Snow.