【摘 要】 随着我国卫生体制改革的不断深入和市场竞争的日益激烈,医院之间的竞争不仅仅是医疗技术和设备的竞争,更重要的是医院品牌和发展战略的竞争。医院品牌既是医疗质量的外在升华,又是医院综合实力的集中体现。本文论述了医院品牌的定义和内涵,通过对医院品牌的作用以及如何进行医院品牌建设等方面进行探讨和分析,总结出医院只有大力实施品牌优势经营战略,才能在激烈的市场竞争中立于不败之地。

    【关键词】 医院 品牌 竞争力

    [Abstract] with China's health picking system reform and the increasingly fierce market competition, the competition between hospital is not only the medical technology and equipment of competition, more important is the hospital brand and the development strategy of the competition. Hospital brand is both the external sublimation of medical quality, and hospital comprehensive strength the centralized embodiment. This paper discusses the definition and connotation of hospital brand, through the role of hospital brand, such as how to hospital brand construction and so on carries on the discussion and analysis, this paper summarizes the hospital only vigorously implementing brand advantage management strategy, to the fierce market competition invincible.

    [Key words] hospital brand competitiveness

    引 言

    随着中国加入世贸组织,中国的医疗市场更加开放,竞争日趋激烈,业内人士认为,未来几年将是中国医院发展的关键时期 ......