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医疗市场体制改革不断深入,随之而来的医疗机构之间竞争也日益激烈。中医医院面临着更加严酷的竞争形势,中医医院如何生存发展是每个中医院管理者都将面临的课题。如何走差异化路径发展中医,很多研究者将研究范围局限在人才、技术、服务的改进。文章提出品牌文化构建对中医院发展的重要作用,探讨中医医院品牌文化构建的必要性,同时也对如何进行品牌文化的建设提出了自己的一些观点。
The reform of the medical market system has been deepened, and the competition among medical institutions has also become increasingly fierce. TCM hospitals are facing more severe competition. How TCM hospitals survive and develop is a topic that every TCM hospital manager will face. How to take the path of differentiation to develop Chinese medicine, many researchers will be limited to the scope of the research personnel, technology, service improvements. The article puts forward the important role of brand culture in the development of Chinese medicine hospital, discusses the necessity of building brand culture in Chinese medicine hospital, and puts forward some opinions of how to carry out brand culture.