公立医院品牌战略的发展与思考  

Development and thinking of public hospital brand strategy

作　　者：陈汝福[1] 王海芳[1] 魏晓贤[1] 卢翠涵 Chen Rufu Wang Haifang Wei Xiaoxian Lu Cuihan(Sun Yat-sen Memorial Hospital, Sun Yat-sen University, Guangzhou 510120, Guangdong, China)

机构地区：[1]中山大学孙逸仙纪念医院,广东广州510120

出　　处：《医院与医学》2017年第1期12-15,共4页Hospital and Medicine

摘　　要：随着合资合作医疗机构直接进入国内，加上“互联网＋”时代，意味着医疗市场的竞争加剧，而医疗市场的竞争主要是医院品牌的竞争，所以大型公立医院在现代化的医院管理中，必须转化理念，注重塑造医院品牌。同时，成功的医院品牌意味着高质量的医疗技术、服务及良好的社会声誉，医院的品牌营销更要像“街坊”一样给予信任与爱。品牌具有独特性、同一性、领先性、持续性等特点，因此，具有强势品牌的医院才是医疗市场的主导者。With the coming of joint-venture medical institutions to China and the era of ＂Internet Plus＂, it means that competition of medical market is the competition of hospital brand strategy. So large public hospitals must change ideas of modern hospital management and should focus on building hospital brand. Meanwhile, successful hospital brand means high-class medical skills, service and good social reputation, which is more like a neighbor to give trust and love. Brand has its uniqueness, identity, primacy, and continuity, so the hospital with a strong brand is leading medical market.

关 键 词：品牌战略 公立医院 人才竞争 社会知名度 

分 类 号：R197.3[医药卫生—卫生事业管理]