本研究的主要目的在於膫解消費者心目中所認知的各醫院的形象定位。首先從文獻中歸納出26項屬性，將其設計為五點式的李克特氏量表，經施測及因素分析後，共得五個形象構面。設計問卷測量消費者認知的形象定位，以台北市六家醫院的家醫科就診民眾為研究對象，發出問卷共1519份。有效問卷回收612份(回收率40.3%)經分析後，主要結果為：一、 五個形象構面：(1)等候時間的長短；(2)醫院的整體觀感；(3)門診的醫療品質；(4)就醫的便利性；(5)醫院和醫師的名聲。且就本研究而言，醫療品質與整體觀感是民眾認為較重要的兩項。二、 樣本人口所認知的醫院形象定位為：A、B、C醫院目前的定位明確，分別為醫院及醫師的名聲、整體觀感及就醫的便利性；D、E、F醫院則不明確且同質性高；而等候時間與醫療品質則是尚未被佔據的開放位置，係可發展行銷策略的定位點。

　　　　　The main purpose of this study was to investigate the current hospital image positioning cognized by consumers. 26 attributes from literature review were constructed with five-point Likert Scale in the survey questionnaire. Five hospital image dimensions were obtained from factor analysis, and further self-administered questionnaires were designed to measure consumers' image positioning among study subjects.With convenience sampling method, questionnaires were administered to 1519 outpatients visiting six medical centers' family medicine department during March and April 1996 in Taipei. There were 612 questionnaires completed, which represents 40.3% responses rate. After data analysis, the major findings were:1. Five image dimensions cognized by consumers of this study were the length of waiting time, the holistic impression of the hospital, the quality of outpatient services, the accessibility to visits, and the reputation of the hospital and doctors.2. The consumers' hospital image positioning in this study was described as follows:Hospital A, B and C had specific positions in the market, hospital A was the reputation, hospital B was the holistic impression, and hospital C was the accessibility. However, hospital D, E and F had no specific positions, but bore the same nature with one another, which means they were more competitive.The quality of outpatient services and waiting time were two open positions unoccupied by any of the six hospitals, it could be developed for the marketing strategy.