About Nanjing Cultural Management Of Private Hospitals

China's private hospital develops progressively associated with the reform and opening up of our country. Its existence is not long and there are many problems in the management as a new thing. To promote the healthy development of China's private hospital, the paper discusses about the cultural management of private hospitals in Nanjing.Private hospitals can not enjoy the same state subsidies, tax exemptions, medical insurance policy different with public hospitals, with an independent management under market competition, independent decision-making, and responsible for its own running; the private hospitals in Nanjing develops from single department to multi-department,from a single model to the chain-hospitals. It exists three different stages of development. From the present situation, the private hospital has become an important force in Nanjing medical market. Beds, the proportion of market share was 6%,5.8%, and increases rapidly year by year.Study found that there are three major problems in the cultural management of private hospitals in Nanjing. First, the lack of faith, the proliferation of false advertising, illegal clinics in general; 2, over the interests of private hospital oriented, result in short-term development planning, staff turnover is high, lack of team spirit; 3, negligence of the importance of the hospital culture, management becomes a mere formality, the contents of arbitrary change. Three reasons for these problems are:external policy reasons, the private hospital in the classification policy, tax policy, health care policy, pricing policy, supporting policy, exists unfair treatment; the internal management of the private hospitals lags; talent structure is irrational; where industrial planning is not systematic, transparent, lack of industry guidance and supervision.To promote the healthy development of private hospitals, the paper believes that cultural management from the perspective of the hospital should follow the following three areas. First, focus on brand awareness, reputation, loyalty, culture-driven brand with the development, implementation and cultural management, improve hospital brand and enhance brand reputation, reshape the image of private hospitals, resolve the credit crisis. Second, the level of cultural management, combined with "4V" marketing model, to create service differentiation through culture, flexible, with a value, and customer resonance, realize the value of the private hospital market. Third, in accordance with the "bucket theory" principle to "make up" team stronger impede the "shortcomings" and enhance team cohesion as an entry point, through the deep root of the hospital culture, hospital culture management and hospital management, performance appraisal system idea of matching the high cohesion of the hospital building team.The innovation lies in empirical papers study the culture of private hospitals in Nanjing management status, problems and suggestions for further improvement, attempts to implement cultural management ideas to solve practical problems.