The Study Of The Brand Audit Of The General Hospital Of Level â…¡ In ShangHai

It is said that the key of competition in Agriculture Economy was land, In Industrial Economy was machine and brand in today's Information and Web Economy. Just as American marketing expert Larry Light said, Marketing in the future is a war between brands, brands compete to seize the marketing with their own strong points. It is the brand that is the most valuable assets for an enterprise. It is important for businessmen and investors to realize that owning a factory is second important to having the market, while the only way to keep the market is to own predominant brands.With the combination of the reform of health care, health insurance and hospital medicine and China entering into WTO, foreign hospitals enter into China. All these changed the health care market of China. Though our Chinese hospitals haven't practiced in foreign market, we have to face the foreign hospitals coming from other countries. During the operation of hospitals, using brand resources is a method to ensure the hospitals existing and growing in health care market. Only to carry out brand strategy and correct brand position , can we gain the priority and ability of competition.This thesis set forth Brand audit theory overall and systemically on the bases of the combination of theories and practices, using multi-subject theories. At the same time, based on which we audit the brand equity of the general hospitals of level II in ShangHai overall and set forth the strategy which can upgrade the brand equity of the general hospital of level II.There are four chapters in this thesis.In the first chapter, I introduce the theory of the brand equity, also I discuss current brand actuality and developing trend of health care in shanghai.In the second chapter, I set forth the study framework and study methods and hypothesis of this thesis.In the third chapter, I analysis and discuss the results of the brand audit of general hospital of level II. Auditing the brand equity of the general hospital of level II from the aspects of brand awareness, brand recognition, brand image and brand loyalty etc. By the study, we can see that the brand awareness of the general hospitals of level II isn't well enough. All these show that the department establishment of the general hospitals of level II is homogenous and has no character. Furthermore, I summarize the factors which influence the brand image .In the forth chapter, I set forth the strategy which can upgrade the brand equity of the general hospital of level II.In brief, this thesis successfully draw lessons from research achievements on brand management of scholars home and abroad, at the same time advances the study of Brand audit in health care areas by comprehensively utilizing the knowledge of management science. I believe that hospitals can use the conclusion and the brand strategy in this thesis for reference.