许多学者认为，组织形象是除人、财物以外的第三种资源。如何开发这一重要资源，把形象管理这一现代管理理论应用于医院管理之中，是医院管理者应予足够重视的当务之急。所谓医院形象就是医院在公众的印象中从内在到外表的整体特征。这个整体特征，不是抽象的，而是具体的。如 Many scholars believe that the organizational image is the third source of resources other than people and property. How to develop this important resource and apply modern management theory of image management to hospital management is an urgent task that hospital managers should pay enough attention to. The so-called hospital image is the overall characteristics of the hospital from the inside to the outside in the public’s impression. This overall feature is not abstract but concrete. Such as