【摘要】：隨著我國(guó)經(jīng)濟(jì)飛速發(fā)展,市場(chǎng)化進(jìn)程的推進(jìn),我國(guó)各行各業(yè)都在跟隨市場(chǎng)的變化,不斷變革,創(chuàng)新。醫(yī)療行業(yè)也面臨著激烈的市場(chǎng)競(jìng)爭(zhēng)。我國(guó)公立醫(yī)院由于行業(yè)特點(diǎn)和制度的特殊性,致使各級(jí)醫(yī)院無(wú)危機(jī)意識(shí),管理意識(shí)薄弱。使醫(yī)務(wù)人員積極性差,醫(yī)療資源配置不均衡等情況較多。近年來(lái),我國(guó)醫(yī)療改革不斷深化,民營(yíng)醫(yī)院大量涌入,公立醫(yī)院面臨強(qiáng)大市場(chǎng)沖擊。本文主要研究區(qū)縣級(jí)醫(yī)院品牌資產(chǎn)的現(xiàn)狀和管理的改進(jìn)建議。區(qū)縣級(jí)醫(yī)院的醫(yī)療服務(wù)對(duì)于醫(yī)院本身而言十分重要,在醫(yī)療技術(shù)水平方面區(qū)縣級(jí)醫(yī)院又有其行業(yè)局限性。因此區(qū)縣級(jí)醫(yī)院品牌資產(chǎn)的建設(shè)和提升尤為重要。區(qū)縣級(jí)醫(yī)院不能始終依靠國(guó)家扶持,否則在激烈的醫(yī)療競(jìng)爭(zhēng)市場(chǎng)上將無(wú)法生存發(fā)展。本次研究通過對(duì)品牌資產(chǎn)的認(rèn)識(shí)和解讀,將企業(yè)化管理經(jīng)營(yíng)模式與區(qū)縣級(jí)醫(yī)院管理相結(jié)合,將品牌資產(chǎn)理論對(duì)照區(qū)縣級(jí)醫(yī)院品牌資產(chǎn)現(xiàn)狀進(jìn)行分析研究。根據(jù)大衛(wèi)艾克的品牌資產(chǎn)五星模型中五個(gè)方面對(duì)區(qū)縣級(jí)醫(yī)院的患者,職工,管理者進(jìn)行問卷調(diào)查和訪談,并對(duì)數(shù)據(jù)結(jié)果進(jìn)行研究和分析。從結(jié)果中發(fā)現(xiàn)在區(qū)域內(nèi)患者因?yàn)槭艿浇煌?費(fèi)用等因素影響而選擇區(qū)縣級(jí)醫(yī)院,并非主觀的選擇。一旦該區(qū)域進(jìn)入其他競(jìng)爭(zhēng)者,區(qū)縣級(jí)醫(yī)院將面臨激烈的競(jìng)爭(zhēng)�；颊邔�(duì)醫(yī)院忠誠(chéng)度差,信任度低。從發(fā)現(xiàn)的問題中以品牌資產(chǎn)五星模型為理論依據(jù),從五方面提出提升醫(yī)院品牌資產(chǎn)的建議,直接滲透到醫(yī)院管理當(dāng)中。提升管理者對(duì)品牌資產(chǎn)的重視程度和醫(yī)療技術(shù)水平,強(qiáng)化醫(yī)院自身硬件軟件,端正職工的工作態(tài)度,重視患者的就診體驗(yàn),醫(yī)療服務(wù)后的跟蹤回訪等相應(yīng)措施。區(qū)縣級(jí)醫(yī)院從品牌資產(chǎn)角度強(qiáng)化自身競(jìng)爭(zhēng)力,在不斷變化的市場(chǎng)環(huán)境下才能更好的生存和發(fā)展,更好的服務(wù)于當(dāng)?shù)鼐用窕颊摺?br/>[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.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：R197.322

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