医院品牌的成长路径解析

文章在追踪服务品牌和机构品牌等相关文献的基础上,以我国医院为研究对象,勾画出了由内而外的医院品牌成长路径模型,提出该模型包含医院品牌内部化和外部化两部分,其中内部化部分阐述了医院品牌价值的来源和内部化维度,外部化部分则涉及医院形象、患者选择意向和其他利益相关者的认知等要素,最后概括了品牌内部化和外部化之间的关系。

Explore the Hospital Brand Growing-route

Based on tracking the service brand and the institutional brand literatures and the research of hospitals in China,this paper drafted a growing-route model from interior to exterior to create the hospital brand.The model included two parts： the internal branding and the external branding.The source of the hospital brand value and the internal branding dimensions are proposed in the internal branding part,and correspondingly,how the hospital image influences the patients＇ choosing-intention and the stakeholders＇ perception are discussed in the external branding part.In the end,the paper summarizes the relation between the internal and the external branding part.