医院品牌价值评估方法研究  

Study on the Evaluation Method of Brand Value in Hospital

作　　者：凤磊 FENG Lei(Shanghai University of Traditional Chinese Medicine,Shanghai 201203,China)

机构地区：[1]上海中医药大学,上海201203

出　　处：《现代医院》2019年第3期379-382,共4页Modern Hospitals

摘　　要：目的从医院品牌价值的概念入手,综合分析各种主流品牌价值评估方法,结合医疗机构的特点,构建医院品牌价值评估体系。方法运用文献回顾、专家咨询法、收益法、Inter brand评估模型等方法及理论构建医院品牌价值评估体系并进行实证研究。结果采用新构建的医院品牌价值评估方法对A医院的实际测评应用,评估结果符合实际情况,证实了医院品牌价值评估体系的科学性和可行性。结论医院应充分认识到品牌价值客观存在以及重要意义,加强对医院品牌价值的理论研究,以更好地发挥品牌优勢,促进医院发展。Objective Starting with the concept of the brand value of hospital,this paper comprehensively analyzes the value evaluation methods of various mainstream brands and combines the characteristics of medical institutions to construct the value evaluation system of the hospital brand.Methods By applying literature review,expert consultation,income approach,Inter brand evaluation model and other methods and theories to evaluate the brand value of the hospital.Results Using the new hospital brand value evaluation method to the actual evaluation of A hospital,the results conform to the actual situation,confirmed the scientific and feasibility of the hospital brand value evaluation system.Conclusion Hospitals should fully realize the objective existence and significance of brand value,strengthen the theoretical research on the brand value of the hospital so as to give full play to the brand advantage and promote the development of the hospital.

关 键 词：医院 品牌价值 评估 

分 类 号：R19[医药卫生—卫生事业管理]