医患双重视角下的公立医院品牌资产模型研究

发布时间：2019-02-25 08:29

【摘要】：我国的公立医院承担着重大的社会公益性服务任务,在医疗体制改革中面对着多方面的竞争和冲击,亟需探寻合适的品牌传播策略。品牌资产与品牌、品牌名称和标志相联系,是超越有形资产以外的价值。对品牌资产模型的研究,是企业取得品牌传播优势、提升市场效益的法宝。本研究正是通过医务人员和患者的双重视角,确立并分析公立医院品牌资产模型,进而探讨适合中国国情的公立医院品牌传播策略。本研究首先进行了文献综述,梳理出几种品牌资产模型研究方法,并整理出以Aaker的五星概念模型为基础的公立医院品牌资产模型。然后借助德尔菲法确定公立医院品牌资产模型各维度的要素,并设计了相关问卷。在对300名医务人员和300名患者进行问卷调查后,对该模型进行了分析和修正。调查结果显示,品牌忠诚度、品质认知度、品牌联想和品牌知名度这四个维度与品牌资产存在较强的正向相关关系,且各维度之间还存在着一定的层次。对于公立医院而言,单纯借助广告投入以期提升品牌知名度实属下策。公立医院管理者应注意在不断提高品质认知度这一基础上,从医务人员和患者的双重角度出发,综合提升医院的品牌知名度,增强品牌忠诚度,形成积极独特的品牌联想,最终成功建立品牌资产。
[Abstract]:The public hospitals of our country undertake the important social public welfare service task, face many aspects of competition and impact in the medical system reform, it is urgent to explore the appropriate brand communication strategy. Brand equity, associated with brand, brand name and logo, is value beyond tangible assets. The research on brand equity model is a magic weapon for enterprises to gain brand communication advantage and improve market efficiency. This study is to establish and analyze the brand equity model of public hospitals from the perspective of medical staff and patients, and then to explore the brand communication strategies suitable for China's national conditions. Firstly, this paper reviews the literature, combs out several research methods of brand equity model, and collates the brand equity model of public hospital based on Aaker's five-star concept model. Then the factors of each dimension of the brand equity model of public hospitals are determined by Delphi method, and the relevant questionnaires are designed. The model was analyzed and revised by questionnaire survey among 300 medical personnel and 300 patients. The results show that the four dimensions of brand loyalty, quality recognition, brand association and brand awareness have strong positive correlation with brand equity, and there are some levels between each dimension. As for public hospitals, it is a bad strategy to increase brand awareness by means of advertising investment. Public hospital managers should pay attention to the promotion of hospital brand awareness, enhance brand loyalty, and form a positive and unique brand association from the perspective of medical staff and patients on the basis of continuous improvement of quality recognition, and from the perspective of medical staff and patients, the public hospital managers should comprehensively promote the brand awareness of hospitals, enhance brand loyalty, and form a positive and unique brand association. Finally, the successful establishment of brand equity.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：R197.3

【参考文献】