Research About Brand Strategy On ZYDFS Hospital Of Stomatology

In recent years,with the continuous deepening of the reform of medical and health care in our country,the increasing number of participators in medical services and the continuous improvement of medical specialization by the masses,the competition in the medical market is intensifying.Maintaining the advantages,establishing the brand,and sustainable development in the market competition are the urgent problems that the public hospitals need to be solved.As a vehicle for demonstrating the medical technology,service philosophy and commitment,hospital brand makes it distinguishable from their competitors,and gain the patient’s approval and trust.The implementation of hospital brand strategy is the key factor in building and managing a hospital brand.The concept of brand is proposed earlier in the other countries,and foreign hospitals have made fruitful achievements in the research of brand strategy.The practical experience has some reference for Chinese hospitals’ brand building.However,most public hospitals in China are still deficient in brand management and construction,and they do not fully understand the importance of brand value in patient’s mind.In this paper,ZYDFS Hospital of Stomatology was the research object.According to the basic theory of brand strategy management,the brand strategy was developed for ZYDFS Hospital of Stomatology.This article combines the brand strategy,brand value and brand management with the industry characteristics and hospital conditions of ZYDFS Hospital of Stomatology.In the premise of grasping the theoretical connotation,systematically analyze the external environment in which the hospital is located,and summarize the opportunities and threats.Then through the detailed analysis of the internal environment,define the strengths and weaknesses.And thus by the usage of SWOT analysis,list the opportunities,threats,strengths and weaknesses of ZYDFS Hospital of Stomatology to provide a scientific theoretical basis for hospital brand strategy.Based on the analysis results,make a brand strategy conducive to ZYDFS Hospital of Stomatology.Finally,through the creation of brand advantages,optimization of brand management and expansion of brand effects to effectively ensure the successful implementation of the hospital brand strategy.The conclusion of the study will be very important for ZYDFS Hospital of Stomatology to realize the brand strategy management,enhance the core competitiveness and clarify the future direction of the hospital.As a case to explore the trend of public hospital reform,and provide some theoretical basis and reference ideas for other public hospitals,especially for dental hospitals.