動物醫院營運之經營策略硏究 – 以台中地區某動物醫院為例

動物醫院要在激烈的競爭環境中生存，應該積極尋找適合自身發展的管理模式，深入研究動物醫療產業的經營特徵，隨時調整經營策略，以達到畜主、寵物與動物醫院三方共贏的目的。本研究採用個案分析法（case study）與行動研究法（action research），以個案動物醫院為研究對象，利用SWOT分析外部環境的機會與威脅，確認個案醫院所面臨的內部優勢與劣勢及透過五力分析,掌握產業競爭發展趨勢，.再透過TOWS矩陣分析擬定出個案動物醫院未來之經營策略。本研究最後的結論：要在動物醫療產業維持長期的競爭優勢，唯有積極的開發新客源、提升醫療服務品質、培養良好的醫護人員加上多角化的經營，以顧客至上為優先，才能讓醫院永續經營。

關鍵字

動物醫院；寵物；經營策略

並列摘要

To survive in a competitive environment, animal hospitals should be actively looking for their own management development model. This paper is an in-depth study of the operating characteristics of the animal health industry. To succeed, management strategies must be adjusted to meet the aims of pet owners, pets, and animal hospitals to ensure a win-win situation for all parties. This study uses the case study and action research method, taking the case animal hospital as the object of the study. The study uses SWOT to analyze the threats to and opportunities for animal hospitals from the external environment and, through five-force analysis, identifies the strengths and weaknesses of the case hospital. The study also identifies the development trends of industry competition and, through the TOWS matrix analysis, proposes a future business strategy for the case animal hospital. The final conclusion of this study: To maintain long-term competitive advantage in the animal health industry, animal hospitals must develop new clientele, enhance the quality of medical services, train health care workers, and diversify their business to make the customer their first priority.