医患关系中的红包现象屡禁不止的原因在宏观层面有公立医院医疗服务背离公益性,医疗卫生资源分布不均,社会诚信的缺失加剧了医患不信任的程度,媒体的不当炒作放大了医患不信任的影响；在微观层面有部分医生执业理念和价值观念退化以及患者认知的偏差和心理的误区.提出合理配置医疗资源、提高医疗服务质量、强化医疗服务管理、加强大众教育等宏观对策,以及医师职业精神回归、加强医患沟通、增加患者信任感的微观对策.%The reasons for the "Red Envelop" (cash gift) phenomenon are: in macroscopic view, public hospitals'services deviate from public benefit, medical resources asymmetrically distribute, the influence of media amplify the distrust between doctors and patients; in microscopic view, some doctors'professional morality and value i-dea are misled, some patients have the cognition deviation and psychological errors. This paper proposed the macroscopic countermeasure including reasonably distributing the medical resources, improving service quality, strengthening medical management, enhancing education in the public; and the microscopic countermeasure including the return professional morality for doctors, improving doctor - patient communication, adding the trust sense for patients.
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