Research On The Brand Strategy Of First-class Tertiary Hospital Reservation Service In Chongqing

As the contradictions between people s ever growing medical needsand the supplies of high-quality medical resources are sharpening, hospitalreservation services are widely carried out under government initiative, andinvestigations of reservation service are also conducted in each hospital. Inthe process of practice, the most concerned problems of the hospital servicesuppliers include the maximization of medical services, the occupation ofmedical market in a diversified market and the maintenance of dominantposition, which are also problems this article is about to discuss.The essence of hospital reservation service is to create a mutuallybeneficial mode between medical service suppliers and patients throughrational and effective allocation of medical resources and reasonable guideto convenient medical services. As we know that first-class tertiaryhospitals are of higher level of degree in infrastructure, medical technology,service quality and scientific management, they have everything needed tobuild, promote and spread their brand, thus it s of both theoretical and practical significance to choose the first-class tertiary hospitals as sample.In this research, we selected three first-class tertiary hospitals in Chongqingas pilots, and we learnt the current condition of the first-class tertiaryhospitals reservation service brand in Chongqing through the perspectiveof patients and medical staff. During the investigation we found that theobstacle for hospital reservation service lies not only in patients, but also inthe brand construction of hospital reservation service.This research proposed brand strategic positioning attaches for thefirst-class tertiary hospitals reservation service to conform to the trend oftimes and analyzed the process in detail. As we know that hospital reserveservice brand, a supplement and innovation for hospital service brand, wasinitiated on the base of current medical situation, and was expected to bethe own brand improvement of hospitals confronted with challenges inservice economy times. Thus, to build hospital reservation service brand,conduct hospital brand construction according to actual situations could bethe driving power of the first-class tertiary hospitals development, andcould impose great significance on efforts to optimize hospital serviceprocedure, improve the quality of medical service, enhance the corecompetitiveness of the hospital and increase patient satisfaction.