The Private Hospitals That Build Brand And Research Strategy

The medical insurance system could not meet people's demand any longer with the development of economy as well as the rising of people's living standard.At present, what the Private Owned HosPital confronted is not only the chances, but also the challenges from the external environment and internal disadvantages, so development of the private owned hospitals is worth consideration.At present,the number of private hospitals are small, and the scale,technology and human resources of the privete hospitals are poor.The market competition of private hospitals is obviously inadequate. If the private hospitals want to long-term development,it must set up the hospital brands. The private hospitals must be recognized by consumers.Through the comprehensive case study, incorpration of domestic and overseas marketing theories as well as the analysis of charaeters of privete hospitals, the author discusses the background and the importance that the privete hospitals build brand;and the author analyzes the current state and opportunities that the privete hospitals build brand;and the author makes a thorough disscussion on the proeess of privete hospitals'brand-building and main stregeties,including brand orientation,band expression,brand dissemination and brand administration.This paper points out:The private hospitals can establish a strong brand;and the private hospitals can build their own strong brand through brand positioning strategy,brand identity strategy,brand communication strategy,brand asset management。...