本文论述了医院品牌建设对于医院的作用在于吸引患者、占领医疗市场,提高医疗质量,树立良好的医院形象,增强医院的凝聚力和竞争力。同时指出在南通市第三人民医院创建的“无红包”医院品牌实践中,医疗技术是塑造“无红包”医院品牌的核心,优质服务是塑造“无红包”品牌的载体,医院文化是塑造“无红包”医院品牌的灵魂。 This article discusses the hospital brand building for the role of the hospital is to attract patients, occupy the medical market, improve the quality of medical care, establish a good hospital image and enhance the cohesion and competitiveness of the hospital. At the same time, it is pointed out that medical technology is the core of building a “red envelope-free” hospital brand in the “red envelope-free ” hospital brand created by Nantong Third People’s Hospital. Hospital culture is shaping the soul of the hospital brand “without red envelopes.”