公立医院分院区强化品牌管理战略原则与实践路径  

and practice paths for strengthening brand management strategies in public hospital branch district

作　　者：涂晓晨 郭科 王继亮[1] 王成[1] GUO Ke;WANG Jiliang;WANG Cheng(Union Hospital Tongji Medical College of Huazhong University of Science and Technology,Wuhan,Hubei Province,430022,PRC)

机构地区：[1]华中科技大学同济医学院附属协和医院,湖北省武汉市430022

出　　处：《中国医院》2023年第9期55-57,共3页Chinese Hospitals

基　　金：华中科技大学自主创新基金(2020kfyXGYJ073)。

摘　　要：强化公立医院分院区品牌管理有助于促进院区资源结构优化,提升医疗质量和运营效益,增强院区品牌号召力。在管理实践中,公立医院分院区需要结合自身的品牌属性和品牌使命,坚持传承性、发展性和公益性原则,从品牌构建、品牌传播和品牌长期管理等多个维度强化院区品牌管理,促进分院区高质量发展。Strengthening the brand management of the public hospital branch district can help promote the optimization of the hospital's resource structure,improve medical quality and operational efficiency,and enhance the brand appeal of the hospital.In management practice,public hospital branches district need to combine their own brand attributes and brand mission,adhere to the principles of heritage,development,and public welfare,strengthen the brand management of the hospital district from the brand construction,brand communication,and long-term brand management and other dimensions,and promote the high-quality development of the branch district.

关 键 词：公立医院 多院区管理 分院区 品牌管理 高质量发展 

分 类 号：R197.3[医药卫生—卫生事业管理]