S医院品牌资产管理研究

发布时间：2018-07-14 15:30

【摘要】：随着我国经济飞速发展,市场化进程的推进,我国各行各业都在跟随市场的变化,不断变革,创新。医疗行业也面临着激烈的市场竞争。我国公立医院由于行业特点和制度的特殊性,致使各级医院无危机意识,管理意识薄弱。使医务人员积极性差,医疗资源配置不均衡等情况较多。近年来,我国医疗改革不断深化,民营医院大量涌入,公立医院面临强大市场冲击。本文主要研究区县级医院品牌资产的现状和管理的改进建议。区县级医院的医疗服务对于医院本身而言十分重要,在医疗技术水平方面区县级医院又有其行业局限性。因此区县级医院品牌资产的建设和提升尤为重要。区县级医院不能始终依靠国家扶持,否则在激烈的医疗竞争市场上将无法生存发展。本次研究通过对品牌资产的认识和解读,将企业化管理经营模式与区县级医院管理相结合,将品牌资产理论对照区县级医院品牌资产现状进行分析研究。根据大卫艾克的品牌资产五星模型中五个方面对区县级医院的患者,职工,管理者进行问卷调查和访谈,并对数据结果进行研究和分析。从结果中发现在区域内患者因为受到交通,费用等因素影响而选择区县级医院,并非主观的选择。一旦该区域进入其他竞争者,区县级医院将面临激烈的竞争。患者对医院忠诚度差,信任度低。从发现的问题中以品牌资产五星模型为理论依据,从五方面提出提升医院品牌资产的建议,直接渗透到医院管理当中。提升管理者对品牌资产的重视程度和医疗技术水平,强化医院自身硬件软件,端正职工的工作态度,重视患者的就诊体验,医疗服务后的跟踪回访等相应措施。区县级医院从品牌资产角度强化自身竞争力,在不断变化的市场环境下才能更好的生存和发展,更好的服务于当地居民患者。
[Abstract]:With the rapid development of our economy and the advancement of market-oriented process, all kinds of industries in our country are following the changes of the market, constantly changing and innovating. The medical industry is also facing fierce market competition. Because of the particularity of industry and system, public hospitals in our country have no crisis consciousness and weak management consciousness. So that the enthusiasm of medical personnel is poor, medical resources are not balanced and so on. In recent years, with the deepening of medical reform and the influx of private hospitals, public hospitals are facing a strong market impact. This paper mainly studies the status quo of brand equity and suggestions for improvement of management in county-level hospitals. The medical service of district and county level hospital is very important to the hospital itself, and the district county hospital has its profession limitation in medical technical level. Therefore, the construction and promotion of brand assets in district and county hospitals is particularly important. District and county hospitals cannot always rely on the support of the state, otherwise, they will not survive and develop in the fierce market of medical competition. Based on the understanding and interpretation of brand equity, this study combines the management mode of enterprise management with the management of county hospitals, and compares the theory of brand equity with the status quo of brand equity in county hospitals. According to five aspects of David Ike's five-star model of brand equity, the patients, staff and managers of county hospitals were investigated and interviewed, and the results of the data were studied and analyzed. It was found from the results that it was not a subjective choice for patients in the region to choose county hospitals because of the influence of transportation and expenses. Once the region enters other competitors, district-level hospitals will face fierce competition. Patients with poor loyalty to the hospital, low trust. Based on the five-star model of brand equity, the paper puts forward the suggestion of promoting hospital brand equity from five aspects, which directly penetrates into hospital management. To improve the management of brand equity and medical technology level, strengthen the hospital's own hardware and software, correct the working attitude of the staff, pay attention to the patient's experience, medical service after the follow-up visit and other corresponding measures. District and county hospitals strengthen their competitiveness from the perspective of brand equity, in the constantly changing market environment to better survive and development, better service for local patients.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R197.322

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