构建医院文化品牌 增强医院核心竞争力

Construction of hospital culture brand to strengthen the hospital core competitiveness

未来医疗市场的竞争是品牌的竞争，更是文化品牌之间的竞争，这是一种高层次的竞争，任何一家成功医院都要以其独特的品牌文化来提升竞争力，赢得更为广阔的发展空间。只有建立先进的医院文化，才能真正使医院形成品牌。医院文化是指医院在经营活动中形成的组织文化，是医院在发展过程中全体职工所创造的物质和精神财富的总和，它包含了医院理念、核心价值观、医院精神、医院制度和医院形象等，是医院重要的经营资源，是医院的无形资本、灵魂、精神支柱和核心竞争力。

The competition of the medical market in the future will be the competition of the brands and even more of the cultural brands, which is considered as a high level competition. Any successful hospital will im- prove its competence with unique brand culture to win broader developmental prospects. Only by the establishment of advanced hospital culture can truly make the hospital form brand image itself. Hospital culture refers to the organizational culture built in the operation of the hospital, which is the sum of the material and spiritual wealth created by all the staff and workers in the hospital development process. The hospital culture includes the service conception of hospital, core values, hospital spirit, the hospital regulation and hospital image etc. It is not only an important resource for hospital management, but also the immaterial capital, soul, spiritual pillar and core competitiveness of the hospital.