Research On Brand Community Construction And Improvement Measures In BE Private Hospital

With the continuous advancement of China’s medical reform policy,the competition among medical service industries has become increasingly fierce.If private hospitals want to establish themselves in this medical market environment,the primary task is to establish their own hospital brand.In this context,the brand As an emerging marketing model that can help companies establish a brand image and win the trust of patients,the community has received attention from private hospital administrators.At present,the domestic research on the brand community is still in its infancy.How to use the effective brand community to enhance the brand influence of private hospitals is an issue worthy of in-depth research and discussion.Due to the relatively short time for domestic scholars to study the brand community,it is still in its infancy and cannot guide private hospitals to build a sound and effective hospital brand community.Therefore,this study uses the medical service industry familiar to the author as an example to study the construction process and improvement measures of BE private hospital brand community and further understand the brand community’s effectiveness in expanding brand awareness of private hospitals.This article takes the status of the medical service industry as the background and applies the concept of brand community to the BE private hospital marketing management strategy.Guided by the relevant concepts of the brand community,the method of combining theory with the actual practice of private hospitals,and in-depth description based on the status quo of BE private hospital brand communities through literature search,field research,interviews,and model construction.Summarized and analyzed several problems in the construction of BE hospital brand community.Based on the theories of brand community,consumer experience and social identity,some suggestions on the improvement of the BE hospital brand community were proposed in the hope of benefiting BE hospitals and other businesses.The hospital’s brand marketing management provides inspiration.This article believes that a hospital needs to go through a long and complicated process to build a complete,sophisticated,rational and effective hospital brand community.The human and material resources to be invested in it are self-evident,so building a mature brand community takes time.The accumulation and continuous improvement measures are not accomplished overnight.The core of private hospitals should be people-centered,proceed from the interests of the people,and focus on the relationship between people,to carry out research on the relationship between private hospital shareholders,managers,medical staff,patients and other related interest contacts in order to promote private Hospital brand recognition,reputation,and patient reputation,which have a strong application value in practice.Finally,this article points out the deficiencies in the research and the prospects for future research.