摘要
在医疗市场竞争日益激烈的今天,尤其是受人瞩目的一年一度最具影响力的复旦版“中国医院排行榜”的出炉,医院管理者越来越认识到品牌建设对医院的重要性。加上“互联网+”时代,信息传播速度快,许多公立医院都在努力打造属于自己的品牌,提升自己的核心竞争力,希望能在众多医院翘楚中脱颖而出。本项目就全国一些知名医院在医院品牌建设策略方面做些探讨,旨在抛砖引玉,为医院品牌建设策略研究提供重要的参考指标。
Nowadays, with the increasingly fierce competition in the medical market, especially the publication of Fudan version of the most influential annual "China Hospital Rank", hospital managers are increasingly aware of the importance of brand building for hospitals. In addition to the "Internet plus" era, the speed of information dissemination is fast. Many public hospitals are trying to build their own unique brands, enhance their core competitiveness, and hope to stand out among many hospital leaders. This project explores the strategies of brand building in some well-known hospitals in China, aiming at providing important reference indicators for the study of hospital brand building strategies.
作者
王海芳
陈庆瑜
崔秀英
甘小玲
莫晓东
Wang Haifang;Chen Qingyu;Cui Xiuying(Sun Yat-sen Memorial Hospital, Guangzhou 510120, Guangdong, China)
出处
《医院与医学》
2019年第3期7-12,共6页
Hospital and Medicine
基金
中山大学孙逸仙纪念医院逸仙管理项目-重点项目(GL1804).
关键词
品牌建设战略
公立医院
人才竞争
社会知名度
Brand development strategy
Public hospital
Talent competition
Social reputation
