Objective To explore the application value of 4C marketing theory and humanistic services in nursing management of outpatient department. Methods In nursing management, humanistic services were implemented by using 4C marketing services theory. The nurses professional knowledge and operational skills change, patient's satisfaction about nursing services of outpatient department before and after the application were observed and compared. Results The indicators changed significantly before and after the implementation of humanistic services by using 4C marketing services theory, the assessment pass rate of nurses professional knowledge and operational skills was 85.42% before the application, the assessment pass rate rose to 100% after the application,the difference was statistically significant(P < 0.05); The patient's overall satisfaction about care before the application was 87.3%, the patient's overall satisfaction was 97.3% after the application,the difference was statistically significant(P<0.05). Conclusion 4C marketing theory and humanistic services in nursing management of outpatient department can improve the quality of care and patient's satisfaction,improve the nurse-patient relationship,and it is worthy of popularization and application.%目的：探讨4C营销理论及人性化服务在门诊护理管理中的应用价值。方法护理管理中采用4C 营销服务理念实施人性化服务，观察比较应用前后，护士专业知识和操作技能变化及患者对门诊护理服务的满意度。结果应用4C营销服务理念实施人性化服务前后的各项指标有明显变化，护士专业知识和操作技能考核合格率应用前为85.42％，应用后上升至100％，两组比较差异有统计学意义（P＜0.05）；患者对护理工作总体满意度应用前为87.3％，应用后为97.3％，两组比较差异有统计学意义（P＜0.05）。结论4C营销理论及人性化服务应用于门诊护理管理中，提高了护理工作质量和患者满意度，改善护患关系，值得推广应用。
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