公立医院品牌保护的探索与实践

Exploration and Practice on the Brand Protection of Public Hospitals

随着医药卫生体制改革的深入,在市场竞争规律调控下,医院品牌影响力成为医院发展的重要因素。因此,实施品牌战略,是现代医疗市场竞争对医院长远健康发展的必然要求。通过对阜外心血管病医院"三位一体"品牌保护体系的分析阐述,并借助典型案例进行深入探讨,旨在为公立医院的品牌管理提供一些思路和借鉴。

With the deepening of the reform of the medical system, the hospital brand influence is becomLng an tm portant factor of the hospital development under the regulation of the laws of market competition. Therefore, the imple mentation of the brand strategy is an inevitable requirement of the market competition of the modern medical on the long-term healthy development of the hospital. Through elaborating and analyzing the ＂trinity＂ system of brand protection on Fuwai Hospital, and deeply exploring the typical case, the paper provides some reference and ideas on the brand management of public hospitals.