| 肖 燕,薛秋霁,周 云.肿瘤专科医院品牌影响力调查与思考[J].中国肿瘤,2013,22(11):888-891. |
| 肿瘤专科医院品牌影响力调查与思考 |
| Investigation and Analysis on The Brand Influence in Cancer Hospital |
| 投稿时间：2013-06-14 |
| DOI：10.11735/j.issn.1004-0242.2013.11.A009 |
|
 |
| 中文关键词: 医院品牌 品牌建设 专科医院 |
| 英文关键词:hospital brand brand construction cancer hospital |
| 基金项目: |
|
| 摘要点击次数: 2234 |
| 全文下载次数: 1076 |
| 中文摘要: |
| 摘 要：［目的］ 分析肿瘤专科医院在品牌建设中存在的优势和不足，为提升医院品牌影响力提供建议。［方法］ 通过问卷调查形式，以湖北省肿瘤医院为例，分析肿瘤专科医院的品牌资产、品牌传播渠道、品牌优势等数据资料。［结果］ 90%受访者表示知道或听说过湖北省肿瘤医院，79%受访者认为该院处于优秀或良好水平；受访者对手术质量最满意，其次为诊疗技术和医生态度等； 57%受访者会推荐身边肿瘤患者去该院就诊。湖北省肿瘤医院的品牌优势主要表现为专业性强（85%）、医疗水平高（61%）和设备先进（47%）；肿瘤疾病防治健康普及教育活动中，最受青睐的传播渠道是专家咨询，最有效的方式是社区宣传。［结论］ 肿瘤专科医院品牌影响力较综合医院有其专业优势和品牌提升空间。肿瘤专科医院应通过巩固专科优势、打造专家团队、积聚口碑效应提升品牌影响力。品牌宣传手段的选择包括强化口碑传播，并配合大众媒体推广。 |
| 英文摘要: |
| Abstract:［Purpose］ To analyze the advantages and disadvantages in the brand construction in cancer hospitals，to provide advice on promoting the brand influence. ［Methods］ Data of hospital’s brand assets，hospital brand communication channels and hospital’s brand advantages were collected and analyzed based on questionnaire investigation.［Results］ Ninety percent of respondents knew or having heard of Hubei Cancer Hospital，79% of respondents believed that the hospital was in good condition.Surgery quality was the most satisfied content，followed by treatment technology，doctors’ attitude etc. Fifty-seven percent of the respondents expressed the will of recommending acquaintance to the hospital for medical treatment.The main advantages of the brand included specialty merits(85%)，high quality of medical care(61%) and advanced equipment(47%). Expert consultant constituted the most popular communication channel，and the community publicity was the most effective way for the activity of cancer prevention and control and health education. ［Conclusion］There exists large space of ascension as well as specialty merits for the brand construction of cancer hospital compared to the comprehensive hospital.Focus should be put on the consolidation of special department’s advantages，organization of expert team and accumulation of reputation.Reputation spread and mass media promotion should be strengthened for brand. |
|
在线阅读
查看全文 查看/发表评论 下载PDF阅读器 |
|
|
|