随着生活质量的提高,人们对医疗服务的期望值与日俱增,促使我国医疗卫生的改革不断深入、医院管理体制不断变革[1]。资料显示,顾客忠诚度已成为衡量竞争力的重要指标[2]。调查表明[3],顾客忠诚度的提高能很大程度促进企业的发展。医院作为卫生服务型企业,提升患者的忠诚度以谋求深层次的质量,颇为重要。笔者现从企业营销理论着手,介绍 With the improvement of the quality of life, people’s expectations of medical services are increasing day by day, prompting the deepening reform of medical and health care in our country and the continuous reform of the hospital management system [1]. Data show that customer loyalty has become an important indicator of competitiveness [2]. The survey shows that [3] the improvement of customer loyalty can greatly promote the development of enterprises. Hospital as a health service-oriented enterprises, enhance patient loyalty to seek deep-seated quality, it is very important. The author is starting from the theory of corporate marketing, introduction