基于患者和居民视角的医院品牌资产评估研究  

Study on Hospital Brand Equity Assessment Based on Patient and Resident Perspectives

作　　者：朱重璋 奚庆华 李赛银 刘远飞[1] ZHU Chong-zhang;XI Qing-hua;LI Sai-yin;LIU Yuan-fei(Ganzhou People's Hospital)

机构地区：[1]赣州市人民医院

出　　处：《医院管理论坛》2024年第4期31-35,43,共6页Hospital Management Forum

摘　　要：目的探索贴近医院品牌管理实践的品牌资产评估方法,以期为医院管理者提供科学的品牌管理依据和决策支持。方法在充分文献研究的基础上,编制针对患者和居民的问卷,收集其对医院品牌资产的看法和评价。通过非结构化访谈,了解患者和居民对医院品牌的认知、态度和期望。采用净推荐值(NPS)衡量患者和居民对医院的总体推荐意愿,层次分析法(AHP)确定品牌资产各维度的权重,配对样本t检验来比较两家医院在品牌资产各维度上的差异,多元回归分析探究品牌资产与医院绩效之间的关系。结果研究证实H医院在积极联想数、新媒体传播、医疗技术和综合评分高于对照医院(p<0.05),且其净推荐值、品牌资产总分高于对照医院。结论本研究探索的医院品牌资产评估方法能够客观、全面地评估医院品牌资产,为医院管理者提供科学指引,帮助其制定品牌管理策略,提升医院的品牌竞争力和市场地位。Objective To explore a brand equity assessment method that is close to the practice of hospital brand management,so as to provide hospital managers with a scientific basis for brand management and decision-making support.Methods On the basis of literature research,questionnaires were prepared for patients and residents to collect their perceptions and evaluations of hospital brand equity.Unstructured interviews were conducted to understand patients'and residents'perceptions,attitudes and expectations of the hospital brand.Net promotor score(NPS)was used to measure patients'and residents'overall willingness to recommend the hospital,analytic hierarchy process(AHP)was used to determine the weights of brand equity dimensions,paired-sample t-test was used to compare the differences between the two hospitals on brand equity dimensions,and multivariate regression analysis was used to explore the relationship between brand equity and hospital performance.Results The study confirmed that Hospital H had a higher number of positive associations,new media communication,medical technology,and composite scores than the control hospital(p<0.05),and its NPS and total brand equity score were higher than those of the control hospital.Conclusion The hospital brand equity assessment method explored in this study can objectively and comprehensively assess hospital brand equity,provide scientific guidelines for hospital managers,help them formulate brand management strategies,and enhance the hospital's brand competitiveness and market position.

关 键 词：医院 品牌资产 评估 患者视角 

分 类 号：R197.3[医药卫生—卫生事业管理]