The Research Of Shenzhen Bd Hospitol Brand Marketing Strategy

With the rapid development of market economy, health care reform process moves forward, more and more foreign medical institutions are emerging into Chinese market as well as an increasingly large number of private medical institutions for profit purpose are springing up, China’s domestic medical market competition in the industry is increasingly fierce. And how to gain advantage in a competitive market environment, establish a brand, has become one of the important issues facing non-profit medical institutions. Therefore, conducting a research and discussion about the brand marketing and management of non-profit medical institutions will win sustained economic and social significance for its future.This paper first describes the background, purpose and significance, a brief overview of the theories of the medical institutions in brand marketing, including brand positioning theory, the theory of brand image, brand communication theory and the theory of brand property. On this basis, the paper takes the point of macro, micro, and using the method of SWOT to systematically analyze the environment in which Shenzhen BD hospital takes the process of brand marketing, and put up with corresponding marketing strategy aimed at its weakness, like first to have medical consumer market segmentation, to determine their target market, according to the needs and characteristics of the target market, to develop a series of marketing tools, and guide the core competitiveness into the hospital brand image and so on. Finally in the framework of the7P combination of service marketing, the author puts forward specific implementation suggestions during the brand marketing process of Shenzhen BD hospitals in terms of medical service products, prices, sales channels, promotional activities, the hospital internal staff elements, the demonstration of tangible products and product and service process. Such as improve the patients’medical environment, improve the quality of medical services to ease the tension in the doctor-patient relationship, to further expand the medical services area, adjust the pricing strategy of the service product, through the way of establishing cooperation with a subordinate hospital or other medical institutions to open up new sales channels and making transformation of existing medical treatment process, and ultimately achieve the purpose of establishing the hospital brand.