以內部行銷觀點探索醫院價值創造與競爭優勢來源－－以某區域醫院門診血液透析作業為例

Value Creation within Organizational Internal Market

醫院價值鏈交易活動是由價值創造的直接功能部門與間接功能部門（包 含支援性質的功能部門）所組成，員工在價值鏈中所扮演的角色，可用來進 行內部市場區隔，區分為供給者與需求者。本研究以某區域醫院門診血液透 析為研究對象，透過說明並解析內部的交換活動，建構醫院內部的服務價值 鏈系統。基於如上動機，研究目的有二： 1 以系統性的交易關條網絡觀點， 分析醫院內部互動關條與交易價值貢獻，對實務現象提供學術觀點的解析。 2. 建構內部市場組織運作分解圖（ organigraph ）與價值鏈活動分析圖，依此說 明醫院內部的價值創造活動，從而了解醫院相對於競爭者之競爭優勢來源， 供實務管理者之參考。研究發現：存在組織內部價值創造車統之價值種類， 包含財務和經濟價值、技術價值、知識價值、法律價值、資訊價值和其他如 社會價值等；不同部門對價值創造有不同貢獻，愈容易接近顧客端之服務部 門，愈容易創造社會價值：服務屬性愈接近之部門，所創造之價值種類愈相 近；醫療服務過程之價值創造具遞延效果，即前端服務會影響後端服務的價 值創造：醫院競爭優勢來自醫院本質提升、資源取得能力與市場情報收集能 力等。

The value chain exchange of the hospital is made up by the direct function department and indirect function department who can create value, the role whom the staff acted in the value chain can be used for separating the internal market, and they also can be divided into supplier and demander. This research is adopted with case study to investigate the blood dialysis of outpatient department at a private educational hospital, through explaining and analyzing the internal exchange activity to build and construct the service value chain system inside the hospital. Because of the motive, there are two purposes of this study: the first, according to the perspective of exchange relationship, we analyze the interaction relationship and exchange value contribution inside the hospital. 2. Build and construct the internal market organigraph and value chain activity analysis chart, according this to explain the value creation activity inside the hospital, and to find out about the competitive advantage source. We discover that there are several kinds of value creation system inside the hospital, include financial (economic) value, technological value, knowledge value, legal value, information value and other such as social value, etc.. Different departments create different contribution to value creation, the service department who is closer to customers, it is easier to create social value; It has deferred results of value creation in the medical services process, namely the value that the service of the front will influence the end to create value; The competitive advantage of the hospital is comes from the resource capability and market intelligence collecting ability.