Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
권호 표지

A Study on the Repositioning for Strengthening University Hospitals Competitiveness

대학병원의 시장경쟁력 강화를 위한 리포지셔닝에 관한 연구

  • 송만석 (동명대학교 광고홍보학과) ;
  • 윤기호 (동아대학교 경영학과)
  • Received : 2017.07.30
  • Accepted : 2017.09.26
  • Published : 2017.09.30
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Abstract

This study was performed to provide medical service providers with useful information for their market competitiveness and decision making. It is regarding positioning map and repositioning map strategy to enforce market competitiveness through bench marking of a specific hospital which has been relatively underestimated in the market. With AHP and biplot analyses for this study, we could identify priority of properties that medical service consumers consider when they choose a university hospital and market competitiveness of alternative university hospitals. It is expected that the study of repositioning strategy to Strengthening Market Competitiveness will provide efficient problem solving method to allocation restricted resources by repositioning the specific university hospital through benchmarking with evaluation factors of the most market competitiveness university hospital. When Inje University Paik Hospital was benchmarked and repositioned, the share of Paik hospital increased and there was only 3.1% difference from Dongah Dong-A University Hospital, which occupied the first place in market competitiveness. Such the results of this study may suggestion management strategies to provide efficient problem solving methods when companies responding to rapidly changing management environments allocation restricted resources.

Keywords

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