【摘 要】作为一个崭新的课题，医疗界对于医院品牌经营在理论上存在一些认识误区。品牌是医院内在和外在、静态和动态的无形财产的有机体，是医院的自身综合素质和外在积极评价的有机统一。医院实施品牌经营不仅是知识经济发展的时代要求，更是医疗服务行业健康发展的内在本质要求。

    【关键词】医院 品牌经营认识误区无形资产医疗服务

    【Abstract】 As a new subject, the medical profession, in theory, brand management for the hospital, there are some misunderstandings. Internal and external brand is the hospital, static and dynamic organism intangible property, the hospital's own positive evaluation of comprehensive quality and organic unity of the external. Hospital implementation of brand management is not only the era of knowledge-based economy demands more medical care and healthy development of the inherent nature of the industry requirements.

    【Key words】Hospital;Brand management; Misunderstanding; Intangible assets; Medical services

    引言

    在去年上海举办的首次全国性医院品牌营销论坛中 ......