Research On Brand Marketing Strategy Of RM Hospital In Liaoning Province

Along with the incessant deepening of reform and opening up,medical and health services in China has developed rapidly and made remarkable progress.Reform of medical and health system has been increasingly deepening,and monopoly position of public hospital on medical and health market has gradually been cracked.RM hospital of Liaoning Province is a large and comprehensive grade-A class-three public hospital.It possesses advantages like long history,profound culture,strong policy support,standardized system management,subject technical support,and so on.However,confronting the increasingly fierce competition of the medical market,RM hospital of Liaoning Province has been subjected to gradual decrease of brand loyalty from the patients.Thus,how to build brand marketing system for RM hospital of Liaoning Province,put forward practical and effective brand marketing policy,forge unique hospital brand and gain a foothold in the fierce competition of medical market,is the primary issue to be solved at present for RM hospital of Liaoning Province.This paper takes RM hospital of Liaoning Province as research object and takes brand as starting point to analyze and research on brand marketing policy of hospital of Liaoning Province,based on hospital’s properties and characteristics.It combines with the brand marketing related theories,and comprehensively employs methods of literature review,questionnaire survey,Michael Porter’s Five Forces Model and SWOT analysis.First,it outlines hospital and public hospital related concepts and brand marketing related theories based on consulting a great quantity of literature and reference material,which will lay a solid theory foundation for subsequently formulating hospital brand marketing policy.Then,it analyzes the marketing environment of RM hospital of Liaoning Province,including both the outer and inner environment of hospital.In outer environment analysis,it analyzes and summarizes from national macro environment and industry environment,in order to demonstrate current supply and demand relation of medical market in Liaoning Province and competition and threat confronted by the hospital.Then,it analyzes the inner environment of hospital in detail,from aspects of hospital historical development,organization structure,human resources,cultural resources,facility resources,technical ability,management ability,operation ability,and so on.Combining with analysis on status que of hospital brand marketing,it discovers hospital’s problems existing in brand marketing in current stage.After that,it comprehensively analyzes and summarizes the challenges and threats,advantages and disadvantages of hospital’s inner and outer environments utilizing SWOT analysis method and points out the direction for hospital to formulate brand marketing policy.Then,it formulates brand marketing policy for the hospital from aspects of brand locating,brand image,brand spread and dissemination and brand extension based on the above analysis.Finally,in order to ensure the effective implementation of brand marketing policy in RM hospital of Liaoning Province,it puts forward scientific,reasonable and highly executable implementation suggestions for hospital from aspects of building brand culture,strengthening talent resource management,improving medical technique service level and improving scientific management ability.Through this paper’s research,it helps for RM hospital of Liaoning Province to forge unique brand culture,enhance brand consciousness,effectively improve hospital brand attraction and patients’ brand loyalty,continuously strengthen hospital’s brand competition and promote continuous,healthy and rapid development of the hospital.Also,it provides reference to conduct research on brand marketing policy,for other public hospitals possessing the background and real situation similar to RM hospital of Liaoning Province.