Study On Brand Culture Structure And Establishment Of TCM Hospital

Along with the reform of medical treatment market having been further deepen, the competition among medical organizations is more and more intense, and it is inevitable for parts of hospitals to go into bankruptcy in cruel market competition. How to face with market competition for TCM(Traditionnal Chinese Medicine)hospital?What method should TCM hospital make use of to win competition and occupy advantageous position?The paper analyzed the documents about TCM hospital development strategy during late five years and found the thought of TCM hospital development excessively general and ambiguity. The development strategy Were limited in improvement of talent, technique and service, lacking Scientific method, at the same time, it is difficult to practice some Strategy about hospital development for the effect of various conditions, the paper integrated the professional knowledge of marketing and culture, and explained the feasibility, importance and significance for brand culture construction about TCM hospital development, the paper analyzed the contents and strategy TCM brand culture construction by culture grade.The paper analyzed the exterior surroundings and interior conditions About TCM existence and development at the beginning of the paper. As exterior surroundings, it is disadvantageous of TCM hospitaldevelopment.At first, the government can't provide fund to TCM hospital which is as a welfare work organization, and demand TCM hospital to suit the market system. Secondly, the general hospital is the most strong competitior for TCM hospital. General hospital have large advantage in competition, finally, Non-government and Forerign fund hospital have a rapid development in china, they have begin to affect the development of TCM hospital.As the interior condition, though TCM hospital has a 2000 years development history, it became real modern hospital afer New China establishment. From the 1950s to the finishment of the Cultural Revolutiong, TCM hospital have experienced a blossom and decline history.After beating down the gang of four, TCM hospitals were afresh established. TCM hospital has advantage and disadvantage now, and TCM Hospital use TCM's advantage and characteristic to construct TCM hospital. TCM hospital must have a correct development idea. TCM hospital try to improve conditions to occupy an advantageous position through some methods and means.Interior condition and exterior surrounding have a large effect for TCM hospital existence and development. so we must look for a multi-subject combination method to design a new way for TCM hospital Development. TCM hospital exist and develop in market surrounding, we should introduce into the theory and method of marketing to set up a new development way for TCM hospital. The paper have taken brand and brand culture theory into the hospital construction Along with the standard of living increasing, commodity competition have become to brand competition. Brand strategy have become the main measure of diversity strategy. The core part of brand is brand culture, and brand culture is the strong advantage. TCM hospital need to face with market competition like others enterprises.The paper try to make a TCM hospital brand culture model from studying brand culture construction. Definiting brand and brand culture meaning is a premise for constructing brand culture, lt is complicated for the meaning of brand. Brand is a signdiffering with other things;brand is a symbol for product or enterprise;brand is a demand for consumer. The significance of hospital brand include property, advantage, values, culture personality, consumer. TCM hospital brand is a sign and symbol difference from others hospitals. Brand culture is a kind of culture phenomenon, TCM brand culture include The operation concept of enterprise, value concept, and consumer's aesthetic demand, emotion need, value concept, constructing TCM brand culture can strengthen the advantage of hospital.From these discussion above, We can use brand culture to develop TCM hospital, it can advance TCM hospital. The paper discuss the construction about TCM hospital brand culture. Throught the method of onion theory, we can avoid the indefinite and general study, lt is advantageous for construction of TCM hospital brand culture, at the same time, the combination between brand culture and characteristic of TCM is suit for TCM hospital development.The paper elaborated the construction contents of TCM hospital brand culture, dividing the contents into two part, one is based on patients, another is based on TCM hospital, It is more important for TCM hospital to construct the contents based on patients.TCM hospital brand culture can been divided into 3 grades, the exterior grade stands for consumer' aesthestic demand,the middle grade stands for consumer' emotional need, and the interior grade stand for the values. Construction of the exterior grade is really the aesthestic culture of target consumer, its contents include that the name and sign of hospital, hospital architecture and the clerk' behave, patient's emotional need include the need of being respected, getting rid of lonely emotion need and so on. The interior grade is the most important, it contain the consumer value and traditional culture idea.As a result, the construction about TCM brand culture is urgent, feasible and special, and it can become the new competitive strategy in market competition.