梅奥诊所品牌管理成功经验及对中国医疗旅游的启示  

Implications to China Medical Tourism from the Success of Brand Management in Mayo Clinic

作　　者：侯胜田[1] 刘华云[1] 

机构地区：[1]北京中医药大学管理学院

出　　处：《医院院长论坛-首都医科大学学报（社会科学版）》2014年第5期59-63,共5页Hospital Directors‘ Forum

基　　金：北京市中医药文化研究基地资助项目;北京市共建项目资助

摘　　要：中国的医疗旅游产业尚处于起步阶段,行业品牌意识整体淡薄,缺乏品牌管理经验。本文通过分析梅奥品牌管理的成功经验,探讨对中国医疗旅游品牌发展的启示,期望对相关部门制定产业政策、提升经营者品牌管理意识、推动医疗旅游产业发展提供参考。这些经验对于中国医院管理者同样具有启发意义。China＆#39;s medical tourism industry is still in its infancy and the industry overall is lack of brand awareness. This paper analyzes the successful experience of brand management in Mayo Clinic to explore the implications for the China＆#39;s medical tourism brand development. The research findings are hopeful for the relevant governmental departments to develop industrial policies, improve operators＆#39; awareness of brand management, and promote the development of medical tourism industry. It is also beneficial for hospital managers in China.

关 键 词：梅奥诊所 品牌管理 医疗旅游 启示 

分 类 号：F135.14[经济管理—世界经济]