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시장지향성과 전략적 포지션의 관계와 병원성과에 미치는 영향
김평웅,류규수,이용기,김문주 대한보건협회 2002 대한보건연구 Vol.28 No.2
The purpose of this study is to prove that market orientation and strategic positioning are the main factors for obtaining a competitive advantage among hospitals, and to find out co-relationship between market orientation and strategic positioning (strategic differentiation, low-cost strategy/lowering price) among the selected hospitals. First, the analysis of co-relationship between market orientation and differentiation strategy(drawing a distinction from others providing specialized care), the market orientation is more effective on co-relationship compared to the differentiation strategy. Second, among market orientation, differentiation strategy and the low-cost strategy(lowering price), the differentiation strategy is the most effective on the hospital's performance while the market orientated efforts came in second, and the low-cost strategy was last. Third, in the relationship between market orientation and the effect on the hospital's performance, there was no co-relationship among the market orientation, differentiation strategy and the low-cost strategy, however, only the differentiation strategy proved to be playing an intermediary role.