| dc.contributor.advisor |
Staňková, Pavla
|
|
| dc.contributor.author |
Pulkrábková, Petra
|
|
| dc.date.accessioned |
2013-10-10T17:10:54Z |
|
| dc.date.available |
2013-10-10T17:10:54Z |
|
| dc.date.issued |
2013-02-22 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/23561
|
|
| dc.description.abstract |
Diplomová práce se věnuje tématu zlepšení corporate identity v Nemocnici Atlas a.s. Práce je rozdělena do tří částí na teoretickou, analytickou a projektovou. Teoretická část je věnována poznatkům získaných z odborné literatury, které se zabývají problematikou cor-porate identity a jejích jednotlivých složek. V další části práce je provedena PEST analýza, Porterův model pěti sil, analýza vnitřního prostřední nemocnice, analýza současné corporate identity nemocnice a shrnující SWOT analýza. Takto získané poznatky jsou podkladem k vytvoření projektu, který obsahuje několik dílčích aktivit v oblasti firemní filozofie, fi-remní komunikace, firemní kultury a firemní image, jejichž cílem je zlepšit současný stav corporate identity nemocnice. Součástí projektu je rovněž jeho časová, nákladová a riziková analýza. |
cs |
| dc.format |
144 s. (228 986 znaků) |
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| dc.format.extent |
5334460 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
firemní identita
|
cs |
| dc.subject |
firemní filozofie
|
cs |
| dc.subject |
firemní design
|
cs |
| dc.subject |
firemní komunikace
|
cs |
| dc.subject |
firemní kultura
|
cs |
| dc.subject |
firemní produkt
|
cs |
| dc.subject |
firemní image
|
cs |
| dc.subject |
zdravotnictví
|
cs |
| dc.subject |
nemocnice
|
cs |
| dc.subject |
corporate identity
|
en |
| dc.subject |
corporate philosophy
|
en |
| dc.subject |
corporate design
|
en |
| dc.subject |
corporate communication
|
en |
| dc.subject |
corporate culture
|
en |
| dc.subject |
corporate product
|
en |
| dc.subject |
corporate image
|
en |
| dc.subject |
health service
|
en |
| dc.subject |
hospital
|
en |
| dc.title |
Projekt zlepšení Corporate Identity Nemocnice Atlas a.s. |
cs |
| dc.title.alternative |
Improvement of Corporate Identity Project Nemocnice Atlas a.s. |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Bartošová, Zuzana |
|
| dc.date.accepted |
2013-05-28 |
|
| dc.description.abstract-translated |
The dissertation focuses the subject how to improve the corporate identity in the Atlas hos-pital corporation. The study is divided into three parts - theoretical, analytical and project. The theoretical part includes the knowledge realized from a technical literature and deals with the issue of a corporate identity and its individual parts. In the next part of the study there are effected PEST analysis, Porter?s Five Forces Model, the analysis of the internal environment of the hospital, the analysis of the current corporate identity of the hospital and the summarizing SWOT analysis. Within all the cognitive process there has been originated a project that contains a number of sectional activities in the field of a corporate philosophy, a corporate communication, a corporate culture and a corporate image, whose target is to improve the current state of the corporate identity of the hospital. Another part of the project is its time, cost and risk analysis. |
en |
| dc.description.department |
Ústav managementu a marketingu |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/175
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.thesis.degree-discipline |
Management ve zdravotnictví |
cs |
| dc.thesis.degree-discipline |
Health Services Management |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Management and Economics |
en |
| dc.thesis.degree-name |
Ing. |
cs |
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and Management |
en |
| dc.identifier.stag |
29767
|
|
| utb.result.grade |
A |
|
| dc.date.submitted |
2013-05-02 |
|
