患者视角下的公立医院品牌资产评估模型及实证研究
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摘要
目的研究基于患者视角的公立医院品牌资产评估模型,为提升公立医院品牌传播策略提供依据。方法采用文献研究法和问卷调查法,对数据进行统计分析。结果从品质认知度、品牌知名度、品牌忠诚度、品牌联想维度构建公立医院品牌资产模型,各维度存在相互关联的层次关系。品质认知度是公立医院品牌资产的核心,是各维度的基础。结论公立医院应以提升品质认知为品牌宣传的首要任务,通过加强质量宣传、做好服务、开展舆情管理、加大宣传力度等方面提升品牌资产价值。
Objective To study the brand equity model of public hospitals from the perspective of patients,in order to provide reference for the improvement of the brand management strategy of public hospitals. Methods A document research and a questionnaire survey was conducted,and statistic analysis was done. Results The findings demonstrate positive correlation between the brand equity and its four dimensions,i.e. perceived quality,brand recognition,brand loyalty and brand association,and complex interactions among dimensions exist. Perceived quality is the basis of dimensions.Conclusion Public hospitals should attach great importance to improving perceived quality, and should enhance brand equity by promoting quality issue,improving service,managing public opinion and strengthening brand communication.
Objective To study the brand equity model of public hospitals from the perspective of patients,in order to provide reference for the improvement of the brand management strategy of public hospitals. Methods A document research and a questionnaire survey was conducted,and statistic analysis was done. Results The findings demonstrate positive correlation between the brand equity and its four dimensions,i.e. perceived quality,brand recognition,brand loyalty and brand association,and complex interactions among dimensions exist. Perceived quality is the basis of dimensions.Conclusion Public hospitals should attach great importance to improving perceived quality, and should enhance brand equity by promoting quality issue,improving service,managing public opinion and strengthening brand communication.
引文
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[4]马宝龙,邹振兴,王高,等.基于顾客感知的品牌资产指数构建与行业分析[J].管理科学学报,2015(2):36-47.
[5]孙婵娟,梅丽霞.品牌价值的评估方法问题研究及对策分析[J].中国资产评估,2016(9):44-48.
[6]聂国琪,高韧.基于消费者视角的农产品区域品牌资产评估模型的构建[J].湖北农业科学,2016,55(1):231-236.
[7] YOO B,DONTHU N,LEE S. An examination of selected marketingmix elements andbrand equity[J]. Journal of Academy of MarketingScience,2000,28(2):195-211.
[8]何晨.医患双重视角下的公立医院品牌资产模型研究[D].广州:暨南大学,2011.
[9]王丽. S医院品牌资产管理研究[D].北京:首都经济贸易大学,2017.
[10]郭远航,任秋凤.绍兴市人民医院提升医患友好度的实践探索[J].中国医院管理,2017,37(7):65-66.
[2]龚可昕.关于品牌资产评估问题的相关研究[J].环球市场,2017(16):55.
[3] AAKER D. Measuring brand equity across products and markets[J].California Management Review,1996,38(3):102-120.
[4]马宝龙,邹振兴,王高,等.基于顾客感知的品牌资产指数构建与行业分析[J].管理科学学报,2015(2):36-47.
[5]孙婵娟,梅丽霞.品牌价值的评估方法问题研究及对策分析[J].中国资产评估,2016(9):44-48.
[6]聂国琪,高韧.基于消费者视角的农产品区域品牌资产评估模型的构建[J].湖北农业科学,2016,55(1):231-236.
[7] YOO B,DONTHU N,LEE S. An examination of selected marketingmix elements andbrand equity[J]. Journal of Academy of MarketingScience,2000,28(2):195-211.
[8]何晨.医患双重视角下的公立医院品牌资产模型研究[D].广州:暨南大学,2011.
[9]王丽. S医院品牌资产管理研究[D].北京:首都经济贸易大学,2017.
[10]郭远航,任秋凤.绍兴市人民医院提升医患友好度的实践探索[J].中国医院管理,2017,37(7):65-66.