Résumé
Branding has become a core competitiveness for hospitals.They are faced with the question of how to build and maintain their brand,how to apply PDCA cycle in the management of hospital branding strategy,how to keep up the branding with constant analysis,evaluation and adjustment,for the purpose of sustained development.
Résumé
Objective To investigate different media-use habits and different media information comprehension of the audiences.Methods 127 inpatients and 33 outpatients were sampled for questionnaire survey,learning such information as the basics of the audience,medical experience and current media use,participation intension analysis.Results Internet,television,newspapers and other mass media constitute main channels of the audiences to learn health knowledge; audiences depend on the media to know the departments and specialists of the hospital Conclusion in the meantime of professional disciplines development and innovation,the hospital should not ignore its branding and innovation; an important management tool in its branding strategy is to integrate hospital and media resources,build positive image of the hospital,in order to improve hospital brand awareness,credibility and reputation
Résumé
Literature review of the world on hospital brands, data collection in summary and comparison, and specialist consultancy were used to set the appraisal indicators, while the stratum analysis was used to calculate the weight coefficients of individual indicators, for building the appraisal indicators system for hospital brand effect. In addition, the indicators system and appraisal model were called into play to explore the use of hospital brands, offering scientific references for hospital management.
Résumé
Guided by the innovation theory and ideology, the authors'hospital saw to it that the main line of innovative progress ran through the entire process of its development and set up a management engineering framework for innovation in six chief aspects. It managed to achieve “three firsts”, viz. the first to put forward in the domestic medical industry the suggestion of taking strategic actions so as to promote the construction of a clean and honest administration in the hospital; the first among hospitals of the armed forces to cultivate an “experimental plot” that partook of no money earmarked for national defense; and the first among large general hospitals at home to develop into a non profit hospital without government subsidies. It also attained remarkable results in the fight against SARS.
Résumé
As China witnesses constant development of its market economy and gradual deepening of reform in its medical and health cause,the ability of domestic hospitals to adjust their operational management strategies in due course is crucially related to their survival and development amidst market competition.Hospital managers,while stressing quality and economic control,should attach special importance to the brand effect of their hospital and step up hospital brand building,the focus of which lies in patient satisfaction and loyalty and hospital popularity and reputation.Only in this way can they constantly create advantages,enhance core competitiveness and put their hospital in an invincible position amidst market competition.
Résumé
As China's medical and health reform continued to deepen,the medical service market increased competition,hospitals should be how to effectively grasp the clientele and further develop the medical services market.In order to compete in the rapid development of a brand through hospitals,and build credibility ethical system,updating operating concepts and adjust marketing strategies to expand service channels,expansion of service.