Studies On Reputation Management In Hospital

Reputation is a phenomenon of economy, society, and culture. It is an important economic resource and invisible property depended by hospital to maintain its long-term competitive power in course of intensive market competition. Declining hospital reputation is becoming a serious problem in medical field at present. So it is a very urgent problem of hospital management to pay attention to the situation of hospital reputation, to foster and maintain hospital reputation.The dissertation analyzes and summarizes the general theory of reputation and reputation management, and then takes six hospitals in Guangzhou as the investigation objects to find out the patients how to value hospitals and the medical personnel how to perceive hospital reputation in different hospitals by way of investigation and spot exploration, and analyzes materially the situation of hospital reputation.The study reveals that the medical skills, serving action, hospital culture and management level are the main factors influencing on hospital reputation. It is necessary to foster and maintain hospital reputation through promoting medical skill, serving action, culture and reputation crisis management, to establish Reputation-chain of reputationfostering, transmitting and maintaining in course of hospital reputation management as systems engineering.