深化医改背景下的公立医院品牌建设探讨
Brand building of public hospitals against the backgroundof deepened medical reform

随着医疗改革的推进，我国医疗行业形成了市场化、多元化的格局。面对激烈的竞争环境，品牌成为医院参与医疗市场竞争的利器。本文从深化医改背景入手，探讨公立医院存在的问题，分析品牌对医院的重要性，并探讨公立医院的品牌建设。旨在转变公立医院扭曲的逐利机制，强化公立医院公益性回归，缓解当前日益尖锐的医患矛盾。
With the advancement of medical reform, Chinese medical industry has formed a pattern of marketizationand diversification. Facing fierce competition, the brand of a hospital has become the key element of taking part inthe medical market competition. This paper discusses the importance of the hospital brand and the problems of publichospitals against the background of deepened medical reform. By discussing public hospitals’ brand building, we aims attransforming distorted profit-pursuing mechanism in public hospitals, strengthening public hospitals’ welfare return, andeasing the increasingly sharp contradiction between doctors and patients