Research On Brand Shaping Of Reproductive NC Specialist Hospital

With the continuous improvement of the market economic system and the advancement of the reform of the medical system,especially after China’s accession to the WTO,a large number of foreign medical institutions have entered the Chinese market through joint ventures and cooperation.Some large medical institutions in China have reorganized and merged some small and medium-sized hospitals to form medical groups,as well as the continuous emergence of profit-making private hospitals,making the domestic medical market competition increasingly serious.Brand is the guarantee for the sustainable development of public hospitals.Brand can enhance the added value of medical services in public hospitals.Brand can enhance the image of public hospitals.Brand also has the function of safeguarding rights..Firstly,this paper discusses the background and significance of hospital brand building strategy research by analyzing a large number of cases,combining the development of marketing theory at home and abroad and the characteristics of private hospitals;secondly,it analyzes the status quo of hospital brand building;finally,it analyzes the process and main strategies of NC reproductive hospital brand building in detail.NC reproductive hospital brand communication,NC reproductive hospital brand management and other brand building process,summed up the successful experience..Through the analysis of NC reproductive hospital’s brand building work,it is concluded that hospitals can establish their own brand through brand positioning strategy,brand identification strategy,brand communication strategy and brand equity management,and put forward the implementation strategy of hospital brand positioning and identification,enrich brand communication mode and establish brand management group.Weaving and establishing brand crisis early warning system level recommendations.