The Second Of Guangdong Provincial Tcm Hospital Image Construction

With the deep-going of the medical reform in china, the versatile andcomprehensive hospital competition has replaced the competition in one aspect (e.g.product, quality and technology, etc). How to please the patients by exhibiting hisown quality, services, credit, training, development strategy and spirit has been a veryimportant reality subject that the hospital managers are facing. Therefore, establishingthe hospital image and introducing CIS system into hospitals account for much in thewhole implementing process of development strategy of hospitals. First of all, afterthe implementation of CI strategy, the management idea and hospital culture can betransmitted to the relevant individual or group by the overall communication system,contributing to their uniform sense of identity as well as sense of value. Furthermore,the import of CI strategy can facilitate the consolidation and promotion of hospitalbrand, and thus enhance the overall competitiveness. Consequently, in the presentstrategic development process, the hospital has to set up new ideas, and reform thetraditional management methods, build up new image, and promote their owndevelopment, which are also the research points in this study.This paper takes Guangdong Second Provincial Traditional Chinese Medicine(TCM) Hospital as an object of study. We start from the fundamental theory of culturedevelopment and image establishment, and further discuss the external and internalenvironment in view of the practical situation of Guangdong Second Provincial TCMHospital. After SWOT analyzing these items, the necessity for image establishment isthen put forward. Finally, the construction of image for the Guangdong SecondProvincial TCM Hospital is investigated from three aspects of mind identity, behavioridentity and visual identity. This research aims to analyze the image establishment ofGuangdong Second Provincial (TCM) Hospital, and propose a novel way of thinkingand an effective managerial technique for hospital management. The research in thispaper meets the practice of Guangdong Second Provincial TCM Hospital, performscareful thought, makes use of abundant original data, takes adequate bases foranalysis, and thus possesses certain practical value in some respects. Hopefully, thisstudy can provides some reference value in the image establishment for medicalsystems, especially for the TCM Hospitals.