Current status and trends of hospital brand construction research in China based on bibliometrics
10.3760/cma.j.cn111325-20250122-00064
- VernacularTitle:基于文献计量的我国医院品牌建设研究现状与趋势
- Author:
Feng YING
1
;
Yuejiang GONG
Author Information
1. 绍兴文理学院元培学院绍兴市文化产业研究院，绍兴 312000
- Publication Type:Journal Article
- Keywords:
Hospital;
Brand construction;
Culture;
Medical service;
Marketing management;
Bibliometrics
- From:
Chinese Journal of Hospital Administration
2025;41(5):405-410
- CountryChina
- Language:Chinese
-
Abstract:
Objective:To analyze the research hot spots and changing trends in the field of hospital brand construction in China from 2003 to 2024, and to provide references for further strengthening hospital brand construction and promoting high-quality development.Methods:Using a thematic search method, 11 444 articles related to hospital brand construction published in CNKI, Wanfang Data, and the Chinese Medical Journal Full-Text Database from 2003 to 2024 were selected as the research objects. CiteSpace 6.3.R1 software was used to conduct descriptive analysis of the literature, as well as keyword clustering and other visual analyses.Results:The overall density of the research institution collaboration network was only 0.000 8, indicating a general lack of close cooperative relationships. A total of 10 keyword clusters were formed, with cluster #0 " hospital culture" being the largest (39 key words) and cluster #9 " current allocation status" having the highest quality (silhouette value of 1.000). The timeline analysis showed that 2003-2008 was the initial stage of hospital brand awareness and exploration, 2009-2015 was the stage of diversified and in-depth research in hospital brand construction, and 2016-2024 was the stage of innovative integration of smart healthcare and brand. Further analysis of the clusters revealed that the research hot spots and development trends in hospital brand construction in China were mainly focused on four aspects: deep integration of hospital culture and brand, branding of hospital management and services, coordinated development of hospital party building and brand, and optimization of discipline construction and resource allocation.Conclusions:Future research hotspots are likely to focus on the in-depth coupling of hospital party building and brand construction, and the application of artificial intelligence in hospital brand construction. It is recommended to build an open research ecosystem to promote brand innovation and upgrading, cultivate forward-looking research thinking and establish a brand evaluation system.
