深化医改背景下二级公立医院品牌战略研究——以九龙坡区一院为例-research on brand strategy of secondary public hospitals under the background of deepening medical reform - a case study of jiulongpo district hospital.docxVIP

3.3失衡医疗技术、服务比价关系.............................................................213.4二级公立医院缺乏市场运作能力.........................................................22第三章医院品牌战略理论.........................................................................................241品牌的定义.........................................................................................................242品牌资产论.........................................................................................................253医院品牌.............................................................................................................253.1医院品牌的特点.....................................................................................263.2医院品牌战略.........................................................................................27第四章案例分析：九龙坡区一院品牌战略.............................................................301选择九龙坡区第一人民医院的背景.................................................................302九龙坡区一院品牌调查.....................................................................................303调查结果呈现与分析.........................................................................................323.1医院医疗技术方面.................................................................................323.2医院服务方面.........................................................................................333.3医院文化方面.........................................................................................343.4患者对医院的认知、认可情况.............................................................353.5医院员工对医院品牌及实施情况了解.................................................36第五章二级公立医院品牌战略的讨论与建议.........................................................381二级公立医院实施品牌战略的意义.................................................................381.1二级公立医院创建三级医院需要.........................................................381.2医疗市场条件下二级公立医院发展的需要.........................................381.3缓解医患矛盾，解决看病难、看病贵的需要.....................................381.4深化医改背景下公立医院改革的需要.................