公立医院提升品牌价值的传播策略研究  

Research on Communication Strategies of Promoting Brand Value in Public Hospital

作　　者：龙土红 张源 邹志辉[2] 赖永洪[2] LONG Tuhong;ZHANG Yuan;ZOU Zhihui;LAI Yonghong(Guangzhou Medical University,Guangzhou 510000,China)

机构地区：[1]广州医科大学卫生管理学院,广东广州510000 [2]广州医科大学附属第三医院,广东广州510000 [3]江门市中心医院,广东江门529030

出　　处：《现代医院》2018年第5期630-633,共4页Modern Hospitals

摘　　要：在白热化的医疗市场竞争环境下,公立医院探索有效的品牌传播策略显得尤为重要。笔者借鉴Berry服务品牌资产模型,基于品牌冰山理论等品牌价值理论,分析品牌传播与医院品牌价值的关系,同时考虑公立医院及其品牌的特殊性,试图构建公立医院的品牌价值模型,并探讨有效提升公立医院品牌价值的传播策略。Under the heatedly competitive environment of the medical market,it is particularly important for public hospitals to explore effective brand communication strategies. Based on the service brand equity model of Berry and brand value theory such as the brand iceberg theory,this paper analyzes the relationship between hospital brand communication and hospital brand value,and in light of the public hospital and its brand particularity,attempts to construct the brand value model of public hospital and explores the effective communication strategy to promote public hospital brand value.

关 键 词：公立医院 品牌价值 品牌传播 策略 

分 类 号：R197.3[医药卫生—卫生事业管理]