【摘 要】医院品牌是医院的整体形象，它是由管理、质量和服务等方面的内涵所构成，它贯穿、融汇于医疗活动的全过程。医院文化是员工共同奋斗的目标、认同的价值取向、基本信念及遵守的行为准则，是医院精神和物质文化的总集成。

    【关键词】医院 特色文化塑造 医院品牌

    【Abstract】 Hospital, the hospital's overall brand image, it is by the management, quality and service aspects of the content of the composition, it runs through, integrate the medical activities of the entire process. Hospital culture is the goal of the joint efforts of staff, agreed values, core values and codes of conduct, is the spiritual and material culture of the hospital total integration.

    【Key words】Hospital characteristics and culture shape the hospital brand

    引言

    医院品牌和医院文化在成功和创建中应该是相互融合 ......