【摘 要】通过对医院品牌概念的介绍及对目前公立医院品牌经营现状及改进策略的分析，探讨在新形势下，医院品牌与核心竞争力的关系及加强医院品牌建设对提升医院核心竞争力的重要性，认为医疗技术品牌不能等同于医院品牌，只有创建符合现代意义的医院品牌才能不断提升医院的核心竞争力。

    【关键词】医院 品牌建设 核心竞争力

    [Abstract] Through the introduction of the concept of hospital brand and brand management on the current status of public hospitals and analysis of improvement strategies, Explore the new situation, the hospital's brand and core competencies to enhance the hospital relations and brand building to enhance the core competitiveness of the importance of the hospital, Medical technology brand that can not be equated hospital brand, created in line with the modern sense only brand hospital can continue to improve the hospital's core competitiveness.

    [Key words]Hospital; Brand building; Core competencies

    引言

    随着我国医疗卫生体制改革的不断深入 ......