摘要
以供给和需求为导向的市场机制、优胜劣汰为特征的竞争机制决定了我国医院管理已步入以病人满意度、医院知名度、美誉度为中心的品牌经营时代 ,作为医疗活动主体的医生如何正确理解医院品牌、如何在医院品牌经营中发挥作用 ,在实施病人选择医生的今天对医院的生存与发展有着极其重要的意义。
The market mechanism depended on the relationship between the provider and the demander, which led to competition described as winner existing and loser eliminating. Thus, the hospital management should stress the brand management that depended on the satisfaction of the patient and the fame of the hospital. As the principal part of the hospital, the doctor should understand the concept of the brand and the way of theirs effect on it. It was very important for the hospital to understand the effect of the doctor on the brand management at present, when the patient selected the doctor.
