符号互动论视角下公立医院文化品牌形象构建研究——以甘肃省中医院为例  

Research on the Construction of Cultural Brand Image in Public Hospitals from the Perspective of Symbolic Interaction Theory--A Case Study of Gansu Provincial Hospital of TCM

作　　者：阳嵘莎 田健 安莹洁 郑访江[1] 马志强[1] YANG Rongsha;TIAN Jian;AN Yingjie;ZHENG Fangjiang;MA Zhiqiang(Gansu Provincial Hospital of TCM,Lanzhou Gansu,730050,China;Gansu Provincial Maternity and Child-Care Hospital(Gansu Provincal Central Hospital),Lanzhou Gansu,730050,China)

机构地区：[1]甘肃省中医院,甘肃兰州730050 [2]甘肃省妇幼保健院(甘肃省中心医院),甘肃兰州730050

出　　处：《文化创新比较研究》2025年第3期35-39,共5页Comparative Study of Cultural Innovation

摘　　要：随着公立医院高质量发展战略的推进,医院文化品牌形象的构建变得尤为关键。该文旨在探讨符号互动论在公立医院文化品牌形象构建中的应用,以甘肃省中医院为案例,分析了医院如何通过语言、文字、行为和情境4种符号与相关者进行互动,传递医院文化价值和品牌形象,并从注重医院内部品牌化、提升患者就医体验、拓宽融媒体平台传播半径、构建医院特色品牌文化、开发医院IP与文创产品5个方面提出公立医院文化品牌形象构建的具体策略。该研究为公立医院品牌管理提供了新的视角和策略,有助于提升医院在竞争激烈的医疗市场中的品牌形象和竞争力。With the advancement of high-quality development strategies in public hospitals,the construction of hospital cultural brand images has become particularly crucial.This paper aims to explore the application of symbolic interactionism in the construction of cultural brand images in public hospitals,taking Gansu Provincial Hospital of TCM as a case study.It analyzes how the hospital interacts with stakeholders through four types of symbols—language,text,behavior,and context—to convey hospital cultural values and brand images.The paper proposes specific strategies for constructing the cultural brand image of public hospitals,including focusing on internal hospital branding,enhancing patient medical experience,expanding the reach of integrated media platforms,building a hospital's unique brand culture,and developing hospital IPs and cultural creative products.The study provides new perspectives and strategies for public hospital brand management,which helps to enhance the brand image and competitiveness of hospitals in the fiercely competitive medical market.

关 键 词：符号互动论 公立医院 文化品牌 形象构建 医院文化 品牌管理 

分 类 号：R197.32[医药卫生—卫生事业管理] R197.4[医药卫生—公共卫生与预防医学] G122[文化科学]