摘要
本文以品牌基因理论为框架,分析了健康促进医院的品牌基因结构与作用,探讨了其特征和建设路径.健康促进医院品牌基因由服务品牌基因、文化品牌基因、环境品牌基因和管理机制品牌基因组成,并通过健康教育、健康文化、激励机制、健康服务、健康环境和组织管理等要素构建品牌形象.健康促进医院建设具有以人民健康为中心的核心特征,医院性质、规模、区位等决定其个性特征.基于品牌基因理论从明确品牌定位和核心价值、打造品牌特征、创新品牌服务模式和优化品牌传播体验4个方面提出建设路径,旨在为健康促进医院的建设提供理论参考,推动公立医院高质量发展,助力健康中国建设.
Abstract
This article uses the brand gene theory as a framework to analyze the structure and role of brand gene of health promotion hospitals,and explores its characteristics and construction path.The brand genes of health promotion hos-pitals are composed of service brand genes,cultural brand genes,environmental brand genes,and management mechanism brand genes,and are built by health education,health culture,incentive mechanisms,health services,health environ-ment,and organizational management.The construction of health promotion hospitals has the core characteristic of taking public health as its center,and personality characteristics determined by its nature,scale,location,and other factors.Based on the brand gene theory,this paper proposes a construction path from four aspects:clarifying brand positioning and core values,creating brand characteristics,innovating brand service models,and optimizing brand communication experi-ences.The aims of this article are to provide theoretical reference for the construction of health promotion hospitals,to pro-mote the high-quality development of public hospitals,and to contribute to the construction of Healthy China.
基金项目
江苏省医院协会医院管理创新研究项目(JSYGY-3-2021-408)
NETL
NSTL
万方数据