【摘要】：我國的公立醫(yī)院承擔(dān)著重大的社會公益性服務(wù)任務(wù),在醫(yī)療體制改革中面對著多方面的競爭和沖擊,亟需探尋合適的品牌傳播策略。品牌資產(chǎn)與品牌、品牌名稱和標(biāo)志相聯(lián)系,是超越有形資產(chǎn)以外的價值。對品牌資產(chǎn)模型的研究,是企業(yè)取得品牌傳播優(yōu)勢、提升市場效益的法寶。本研究正是通過醫(yī)務(wù)人員和患者的雙重視角,確立并分析公立醫(yī)院品牌資產(chǎn)模型,進而探討適合中國國情的公立醫(yī)院品牌傳播策略。 本研究首先進行了文獻綜述,梳理出幾種品牌資產(chǎn)模型研究方法,并整理出以Aaker的五星概念模型為基礎(chǔ)的公立醫(yī)院品牌資產(chǎn)模型。然后借助德爾菲法確定公立醫(yī)院品牌資產(chǎn)模型各維度的要素,并設(shè)計了相關(guān)問卷。在對300名醫(yī)務(wù)人員和300名患者進行問卷調(diào)查后,對該模型進行了分析和修正。調(diào)查結(jié)果顯示,品牌忠誠度、品質(zhì)認知度、品牌聯(lián)想和品牌知名度這四個維度與品牌資產(chǎn)存在較強的正向相關(guān)關(guān)系,且各維度之間還存在著一定的層次。對于公立醫(yī)院而言,單純借助廣告投入以期提升品牌知名度實屬下策。公立醫(yī)院管理者應(yīng)注意在不斷提高品質(zhì)認知度這一基礎(chǔ)上,從醫(yī)務(wù)人員和患者的雙重角度出發(fā),綜合提升醫(yī)院的品牌知名度,增強品牌忠誠度,形成積極獨特的品牌聯(lián)想,最終成功建立品牌資產(chǎn)。
[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.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：R197.3

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