“互联网+”背景下医院运营管理的电商化转型研究

Research on the E-Commerce Transformation of Hospital Operation Management under the Background of “Internet Plus”

摘要: 在“互联网+”与“健康中国”战略共同影响下，医院管理范式正进行深度的重新调整与构建，本研究依托电子商务经济理论，从数字经济角度重新把医院定位为特殊“服务型商品”的供给者，系统分析其运营体系向电商化转变的机理和办法，围绕服务在线化、流程信息化、运营平台化、生态协同化四个维度打造分析模型，深入说明转型在患者服务、诊疗流程和运营管理三个层面的实施形式和价值生成的机制。实证研究表明，医疗行业实行电商化模式之后，在资源分配、服务供给、利润创造以及医患沟通这四个层面达成了全面的优化，此研究聚焦于数据安全保障难题、政策推行的阻力、数字应用的断层现象以及商业存续的困境，制定出对应的解决策略，以此助力医疗机构的数字化转型工作。

Abstract: Under the combined influence of the “Internet Plus” and “Healthy China” strategies, the paradigm of hospital management is undergoing profound readjustment and reconstruction. Based on e-commerce economic theory, this study repositions hospitals as providers of special “service-oriented commodities” from the perspective of the digital economy. It systematically analyzes the mechanism and methods for the transformation of their operational systems towards an e-commerce model, constructing an analytical framework around four dimensions: service onlineization, process informatization, operation platformization, and ecological collaboration. The study elaborates on the implementation forms and value generation mechanisms of this transformation across three levels: patient services, diagnosis and treatment processes, and operation management. Empirical research indicates that the adoption of an e-commerce model in the healthcare industry leads to comprehensive optimization in four aspects: resource allocation, service provision, profit creation, and doctor-patient communication. This study focuses on challenges such as data security, policy implementation resistance, fragmentation in digital application, and business sustainability dilemmas, proposing corresponding solutions to assist medical institutions in their digital transformation.