医院品牌建设理论与实践  

Theories and practice in building hospital brands

作　　者：朱士俊[1] 刘翔[2] 

机构地区：[1]解放军总医院,北京100853 [2]解放军总医院第一附属医院

出　　处：《中华医院管理杂志》2006年第1期11-13,共3页Chinese Journal of Hospital Administration

摘　　要：随着我国市场经济的不断发展和医疗卫生事业改革的逐渐深入,医院能否适时调整经营管理策略,是关系到医院能否在市场竞争中生存与发展的关键问题。医院管理者应在加强医院质量和经济管理的同时,倍加关注医院的品牌效应,加强以患者满意度、忠诚度,医院知名度和美誉度为中心的医院品牌建设,才能不断创造优势,增强核心竞争力,使医院在市场竞争中立于不败之地。As China witnesses constant development of its market economy and gradual deepening of reform in its medical and health cause, the ability of domestic hospitals to adjust their operational management strategies in due course is crucially related to their survival and development amidst market competition. Hospital managers, while stressing quality and economic control, should attach special importance to the brand effect of their hospital and step up hospital brand building, the focus of which lies in patient satisfaction and loyalty and hospital popularity and reputation. Only in this way can they constantly create advantages, enhance core competitiveness and put their hospital in an invincible position amidst market competition.

关 键 词：医院品牌 经营管理 医院 

分 类 号：R197.3[医药卫生—卫生事业管理]