Research On Brand Marketing Strategy Of TCM Service In Basic-Level Community Hospitals

Objective On the basis of predecessors’ research,this paper combines theoretical analysis and empirical research method,to summarize the factors restricting the community services of TCM hospital brand marketing.The paper understand the community residents’ cognition to the basic-level community services of TCM hospital,satisfaction with the status quo and the influencing factors.In the end this paper explores the brand marketing strategy of community hospitals’ TCM services.In order to promote the development of basic-level community hospital TCM industry and provide reference to the relevant departments for public health policy.Methods Literature research,field survey and semi-structured interviews were adopted to investigate the status of community TCM services.Results Research results show that community residents demand for community services of traditional Chinese medicine is high and utilization is well,but the satisfaction of the TCM service level,the service effect and the Follow-Up Service should be improved.The study on Influencing Factors shows that distance or traffic,service attitude and medical expenses are the three biggest factors affecting community residents on the choice of TCM institutions.The interview results show that medical equipment and the types of drugs of community TCM service are not complete,the quality of TCM service person should be improved,the promotion of service brand of TCM is not good enough,and the lack of brand concept.Conclusion According to above problems and brand marketing concept,this paper puts forward feasible countermeasures and suggestions by using the brand positioning and CIS brand design concept,constructing Integrated Brand Marketing Mix Model.