企业形象识别理论在医院文化建设中的应用  

Application of corporate identity theory in hospital culture construction

作　　者：阎冬蓓 YAN Dong-bei(Medical Service,Tianjin Third Central Hospital,Tianjin 300170,China)

机构地区：[1]天津市第三中心医院医务处,天津300170

出　　处：《中国城乡企业卫生》2022年第10期226-228,共3页Chinese Journal of Urban and Rural Enterprise Hygiene

摘　　要：医院文化建设在现代医院经营和管理中的作用也越发重要。医疗卫生行业虽然也处于市场经济环境下,但是不同于企业,自身具有公益性。如何通过加强医院文化建设,塑造良好的医院形象,促进医院的发展,成为了当前医院管理的重要抓手。在国内外企业管理中,企业形象识别系统(CIS)理论被广泛应用,也取得了很成功的经验。医院使命、目标和服务理念可以通过医院理念识别系统(MI)向社会公众进行传递,并树立良好的医院形象。MI系统的构建是医院文化建设的核心,通过对MI系统的建立能够有助于改善医院的创新氛围和发展环境,为医院文化体系建设提供依据。医院的医院价值观、理念,通过视觉化的传播方式传达出来,从而使医院的精神、思想、经营方针等主体性内容以视觉的方式得到外化,使群众对医院产生认同感。对于医院文化建设提供了借鉴价值。本文探讨了CIS系统理论在医院文化建设中的重要作用及应用途径。The role of hospital culture construction in modern hospital operation and management is becoming more and more important. Although the medical and health industry is also in the environment of market economy,it is different from enterprises and has public welfare. How to strengthen the construction of hospital culture,shape a good hospital image and promote the development of the hospital has become an important starting point of the current hospital management. In the enterprise management at home and abroad,the theory of corporate identity system(CIS) is widely used and has achieved very successful experience. Hospital mission,objectives and service concept can be transmitted to the public through the hospital concept identification(MI)system,and establish a good hospital image. The construction of MI system is the core of hospital culture construction. The establishment of MI system can help to improve the innovation atmosphere and development environment of the hospital and provide the basis for the construction of hospital culture system. The hospital values and ideas are conveyed through visual communication,so that the hospital spirit,thought,business policy and other subjective contents are externalized in a visual way,so that the people have a sense of identity with the hospital. It provides reference value for the construction of Chinese hospital culture. This paper discusses the important role and application of CIS system theory in hospital culture construction.

关 键 词：企业形象识别系统 医院 文化建设 

分 类 号：R1[医药卫生—公共卫生与预防医学]