Construction path for health promotion hospital based on brand gene theory
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.
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