患者对医院品牌的认知与评价研究  

Study on Patients'Cognition and Evaluation of Hospital Brand

作　　者：陈明[1] 韩娜[1] 邵晓凤[1] 郭静竹[1] CHEN Ming;HAN Na;SHAO Xiao-feng;GUO Jing-zhu(Peking University People's Hospital)

机构地区：[1]北京大学人民医院

出　　处：《医院管理论坛》2020年第1期36-39,80,共5页Hospital Management Forum

基　　金：2016年度北京大学人民医院研究与发展基金管理研究课题,编号:RDM2016-03;2016中国医师协会医院科研建设项目课题。

摘　　要：目的调查患者对某医院品牌的评价,提出医院品牌传播对策。方法采用便利抽样方法,选取北京市某三甲综合医院467名患者作为调查对象开展问卷调查,了解患者对医院品牌模型中的品质认知度、品牌知名度、品牌忠诚度、品牌联想四个维度的评价情况,并对2017年与2018年医院品牌的评价情况进行比较。结果通过品牌传播系列工作,患者对医院的品质认知度、品牌知名度、品牌忠诚度、品牌联想及总体评价各方面有所提高,品牌认知度中的环境质量、就诊流程便利性,品牌忠诚度中的愿意支付溢价(时间成本),以及品牌联想中的悠久历史和品牌地位联想评价结果相比其他指标稍有不足。结论医院应从优化医院硬软件、加大向患者推广品牌科室和知名专家、向患者强化医院视觉识别系统、充分运用全媒体平台等方面提升品牌传播效果。Objective To investigate patients'evaluation of hospital brand and to put forward hospital brand communication countermeasures.Methods A total of 467 patients in a tertiary general hospital in Beijing were included in the study by convenient sampling and were investigated by a questionnaire about patients'evaluation of hospital brand model from quality awareness,brand awareness,brand loyalty,and brand association.The evaluation of 2017 was compared with that of 2018.Results Patients'quality awareness,brand awareness,brand loyalty,and brand association and overall evaluation of hospital brand were improved through hospital brand communication.The indicators including environmental quality and convenience of visit in brand awareness dimension,willingness to pay premium(time cost)in brand loyalty,as well as long history and brand position association in brand association dimension were relatively weak.Conclusion Hospitals should enhance brand communication through optimizing hospital hardware and software,strengthening the introduction of hospital brand departments and famous experts to patients,strengthening hospital visual recognition system and making full use of all-media platforms.

关 键 词：医院 品牌 品牌知名度 品牌忠诚度 传播 评价 

分 类 号：R197.3[医药卫生—卫生事业管理]