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

摘要： 品牌在社区卫生服务中心管理中扮演着越来越重要的角色，实施品牌战略，社区卫生服务中心可以吸引更多居民“小病不出社区”，对医疗资源合理配置、推进健康中国战略具有重要意义。针对目前社区卫生服务中心品牌战略理论研究不足，操作缺乏系统性、专业性等问题，本文提出以“品牌主意——品牌信号——品牌传播”为理论框架，以“社区居民遇到健康问题的第一选择”为品牌主意，“社区健康服务全程优质体验”为品牌信号，“社区沟通系统”为品牌传播渠道的系统方案，对社区卫生服务中心品牌战略的理念和路径进行探索。

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