大型公立综合性医院基于公众的品牌效应构成模型及其因子分析

The composition of brand effect and its influencing factors in large public general hospitals

关键词:  品牌效应  德尔菲法  相关分析  模型  因子分析

Key words:  brand effect  Delphi method  correlation analysis  model  factor analysis

摘要:

目的 了解医院品牌效应的构成因素以及因子间的关系。方法 通过文献归纳法、德尔菲法、直线相关分析,对品牌效应的构成因子进行分析。结果 医院品牌效应的初步构成模型由技术、服务、规模、价格、形象、公共关系6个维度构成,其中技术和服务权重居前,因子中的规模和公共关系、服务和形象之间存在直线相关。结论 医院在进行品牌创建时,要以技术和服务为重点开展工作,同时根据不同的定位人群,针对性地对这些品牌效应的构成因子着重建设和管理。

Abstract:

To investigate the composition of brand effect and its influencing factors for large public general hospitals.Methods The composition of the brand effect and related factors of large public general hospitals were studied by literature review,Delphi method and linear correlation analysis. Results The preliminary model of hospital brand effect was composed by technology,services,scale, price,image and public relations;the technology and service were weighted in the top,the scale had linear correlation with public relations,service and image.Conclusion To create the hospital brand, technology and service should be put in priority,and other factors should also be considered accordingly.