联系我们

论文查询结果	返回搜索

论文编号：	12501
作者编号：	2320180513
上传时间：	2021/6/14 11:09:06
中文题目：	天津市R医院品牌培育策略及实施保障研究 ——基于五要素理论
英文题目：	Research on Brand Development Strategy and Implementation Guarantee of Tianjin R Hospital ——Based on The Theory of Five Elements
指导老师：	杨坤
中文关键字：	民营医院；品牌培育策略；五要素理论
英文关键字：	Private hospital；Brand development strategy；The theory of five elements
中文摘要：	近年来，随着我国医疗改革大环境的变化，以及在政府鼓励多形式办医的政策背景下，天津市民营医院的进步与发展有目共睹，而民营医院也逐渐成为了城市医疗资源的一个非常重要的组成部分。然而，民营医院之间的相互竞争可谓异常激烈，如何能够在此环境下寻求更为适合自身的发展模式和经营思路，并且维持其目前的优势地位是一个十分紧迫的问题。随着医疗市场竞争的加剧，医院之间的真正比拼将集中在医院的品牌上。参与市场竞争，在竞争中成长，在竞争中提高，打造医院品牌显得尤为重要。品牌是企业核心竞争力的综合体现，而品牌中最重要的工作就是品牌培育。“第十九届五中全会”提出了我国今后五年规划和2035年远景目标，强调要推进质量战略和品牌战略。可以说，品牌培育正在迎来深入发展的大好时机。 本文以天津市R医院为研究对象，通过访谈法对天津市R医院品牌现状、问题进行调查，基于五要素理论，发现天津市R医院在品牌培育方面存在诸多问题。在无形资产中，无形资产投入低下、管理意识淡薄、品牌定位不明确以及人才培养机制不完善导致无形资产流失；在有形资产中，固定资产缺乏统一管理、医疗设备有待优化、品牌投资力度不够；在创新上，医疗技术水平有待提高、科研经费投入不足、管理创新不到位；在质量方面，医疗质量管理监控力量的缺乏、医疗质量有待提高；在服务方面中，服务意识不足、服务细节不到位。 针对天津市R医院品牌培育策略问题及实施保障，需要五个要素共同发展。本文提出了保护开发无形资产、加强技术创新、完善服务体系、推进质量管理、促进有形资产价值增值等五大策略。为确保天津市R医院品牌培育策略落到实处，提出了内部组织保障、外部合作保障、人力资源保障、服务质量保障等保障方案。 本文以天津市R医院为研究对象，基于品牌五要素研究医院的品牌培育问题，可以为相关民营医院品牌培育提供参考。
英文摘要：	In recent years, with the change of medical reform environment in China, and under the background of the government's policy of encouraging multiple forms of medical services, the progress and development of private hospitals in Tianjin are obvious to all, and private hospitals have gradually become a very important part of urban medical resources. However, the competition between private hospitals is extremely fierce. How can we find a more suitable development mode and management ideas in this environment, and maintain its current dominant position. With the intensification of competition in the medical market, the real competition between hospitals will focus on the brand of the hospital. It is particularly important to participate in the market competition, grow up in the competition, improve in the competition and build the hospital brand. Brand is the comprehensive embodiment of the core competitiveness of enterprises, and the most important work of brand is brand development. In the "Fifth Plenary Session of the 19th CPC Central Committee", China's next five-year plan and long-term goals for 2035 were put forward, which always reflects the need to promote the quality strategy and brand strategy. It can be said that brand development is ushering in a good opportunity for in-depth development. Taking Tianjin R hospital as the research object, and investigates the current situation and problems of Tianjin R hospital brand through interview, and finds that there are many problems in brand development of Tianjin R hospital. In terms of intangible assets: low investment in intangible assets, weak awareness of intangible assets management, unclear brand positioning and imperfect talent training mechanism lead to the loss of intangible assets; in terms of tangible assets: lack of unified management of fixed assets, optimization of medical equipment and insufficient brand investment; in terms of technological innovation: the level of medical technology needs to be improved, the investment of scientific research funds is insufficient Management innovation is not in place; quality: lack of medical quality management and monitoring power, medical quality needs to be improved; service: lack of service awareness, service details are not in place. From the perspective of the five elements, in order to enhance the brand value of the hospital, we need not only to work hard in some aspects, but also need the common development of the five elements. In view of the brand development of Tianjin R hospital, five strategies were put forward, including protecting and developing intangible assets, strengthening technological innovation, improving service system, promoting quality management, and promoting the value-added of tangible assets. In order to ensure the implementation of the brand development strategy of Tianjin R hospital,it puts forward some guarantee schemes, such as internal organization guarantee, external cooperation guarantee, human resource guarantee and service quality guarantee. Brand is the core part of an enterprise, and an excellent brand development scheme is of great significance for the establishment of a well-known brand. Therefore, the brand development system is the necessary condition for the sustainable development of the enterprise. Taking Tianjin R hospital in as the research object, this thesis studies the hospital brand development based on the five elements of brand, which can provide reference for the brand development of related service-oriented enterprises.
查看全文：	预览  下载(下载需要进行登录)