摘要
通过品牌效应树立良好形象、赢得公众口碑、占据竞争优势已成为许多医院在推动可持续发展中的共识。文章通过分析医院品牌建设中存在的优势及劣势,面临的机遇和挑战,从地市级公立医院的视角探讨了品牌建设的定位和策略选择,以期寻找更加完善的医院品牌运行发展模式。
Branding helps a hospital to create a positive image,gain public reputation,and develop competitive advantages,which has been widely recognized by many hospitals when striving for sustainable development.This article elucidates the strategic positioning and strategic choices of hospital branding from the perspective of public hospitals at the municipal level based on Strength,Weakness,Opportunity,and Threat(SWOT)analysis,with an attempt to establish a more optimal hospital branding model.
作者
阮丽花
张艳
Ruan Lihua;Zhang Yan(Third People's Hospital,Changzhou 213001,Jiangsu Province,China)
出处
《中国医疗管理科学》
2020年第3期70-72,共3页
Chinese Journal Of Medical Management Sciences
关键词
公立医院
党建工作
卫生健康政策
Public hospitals
municipal
Branding
Hospital culture
作者简介
通信作者:张艳,Email:7823944@qq.com。
