摘要
随着养老服务业的快速发展,品牌竞争力逐渐成为养老机构和政府部门关注的焦点,但由于养老机构与一般企业具有重要区别,其目标具有明显的公益性特征,因而若使用一般企业品牌竞争力评价指标体系进行养老机构品牌竞争力评价,将会导致评价结果出现重利润而轻公益的偏差。为解决这一问题,本文在已有研究基础上开发养老机构品牌竞争力评价指标体系,最终形成了包括3个一级指标、11个二级指标、37个三级指标的养老机构品牌竞争力评价指标体系。
With the rapid development of senior care services, brand competitiveness becomes the focus of both the senior care organizations and the government departments. However, being different from common enterprises, the senior care organizations has a goal with obvious characteristics of public welfare. As a result, there will he a deviation leading to excessive emphasis on profit if we use a brand competitiveness evaluation index system for general enterprises. To solve the problem, this paper develops a brand competitiveness evaluation index system of senior care organizations based on the existing research, which includes 3 first-grade indicators, 11 second-grade indicators and 37 third-grade indicators.
作者
汪晓凡
朱晨
WANG Xiao-fan;ZHU Chen(School of Management,Beijing University of Chinese Medicin)
出处
《标准科学》
2018年第7期107-112,共6页
Standard Science
基金
北京市社会科学基金项目"北京市养老机构品牌竞争力评价与驱动模式研究"(项目编号:16GLC066)资助
关键词
养老机构
品牌竞争力
评价
指标体系
senior care organizations
brand competitiveness
evaluation
index system
