关键词: 社区卫生服务, 品牌战略, 品牌主意, 品牌信号, 品牌传播

Abstract: Branding has been playing a more and more important role in community health services center management. Through branding strategy，more resident patients with minor ailments are retained in community to get treated，which has a implication for medical resources reasonable allocation and push the health china strategy.In order to solve the current problems concerning in Community Health Services Center branding strategy，such as theory research vacancy，operation lacking systematization and professionalism，we develop a systematic protocol under the guidance of “brand idea-branding signals-branding communication”model，which including“When community residents encounter health problems，they think of me as the first choice”as the branding idea，“Quality experience in the whole journey of community health service”as the branding signal and“Community communication system”as the branding communication channel.Through this model，The concept and path of branding strategy of community health service centers were systematically explored.

Key words: Community health services, Branding strategy, Brand idea, Branding signals, Branding communication