[摘要]随着医疗市场竞争日益激烈及医疗改革的深入,医院的发展与管理面临着严峻挑战,医院所具有的各种形象,无不直接影响医院自身和医疗活动,从而直接关系其在市场经济中竞争的成败。作为医院管理者,对此早有认识,力求医术与医德两者都过硬,医院物质文明与精神文明建设同步发展,是现代医院管理者和广大医务人员所共同追求的目标,是党和政府对医院的期望,也是社会公众对医院的期盼,而实施医院“塑”工程是达到这一目标的重要途径。

    [关键词]医院 形象塑造 工程

    [Abstract] With the increasingly competitive health care market and health care reform in-depth, Development and management of the hospital is facing serious challenges, Hospitals with a variety of image, have a direct impact the hospital itself and medical activities, which directly related to its success or failure of competition in a market economy. As a hospital manager, have long been recognized, and strive to perfect both medicine and medical ethics, Hospital simultaneous development of material civilization and spiritual civilization is the modern hospital managers and medical staff of the common pursuit of broad objectives, The party and government expectations of the hospital, but also the public expectation of the hospital, while the implementation of the hospital "image-building" project is an important way to achieve this goal ......