本文分析了新医改背景下,公立医院品牌建设的现状及存在的问题,提出公立医院需通过明确品牌定位,加强硬件和软件管理,提高危机处理能力、加大宣传力度等对策,建立具有自身特色的医院品牌,从而实现高效可持续发展。 This paper analyzes the status quo and existing problems of brand building in public hospitals in the context of new medical reform. It points out that public hospitals need to establish their own characteristics through clear brand positioning, strengthening hardware and software management, improving crisis management capabilities and increasing publicity efforts Hospital brand in order to achieve efficient and sustainable development.