Research On Hospital Brand Strategic Management

Since China’s reform and opening up a full range of open market economy in our country,the wave impact to health the same special market with public welfare. As to speed up the reform of medical care system,medical market not only has all kinds of public hospitals and some emerging private medical institutions and foreign medical institutions broken medical market and the private medical institutions situation constantly adjust according to the market demand change the development strategy of hospital. Part of the hospital began to follow the enterprise implementation of hospital brand strategy, this paper takes Liao Cheng D hospital as the research object, to build the hospital brand strategy implementation framework following the essence of hospital brand as a special service brand characteristics based on the hope that a scientific and reasonable method to guide the construction of hospital brand strategy.The research content of this article has five parts, the first chapter introduction, puts forward the research hospital brand strategy of the background and significance research methods and research content. The second chapter combed the related concepts and theories about brand, this part from the brand, basic concepts such as hospital brand and brand strategy and the brand strategy research both at home and abroad this two large pieces of relatively complete brand connotation, elements are introduced the definition of brand strategy, implementation steps, and about the blank in the research of hospital brand. The third chapter combination of theoretical research results build a complete system of research hospital brand and strategy. In the empirical analysis of the fourth chapter, by means of the design in the form of questionnaire and interview this paper analyzes the present situation and Liao Cheng D hospital brand equity has revealed. The fifth chapter combines theoretical research and empirical research, analysis of Liao Cheng D hospital brand strategy implementation status and imperfect place.Based on the research, Liao Cheng D hospital is still in the brand growth period, to study and application of hospital brand strategy is relatively lack, especially in the formation of a strong brand, brand extension and brand portfolio research less. Therefore believe that only pay more attention to the strong dimethyl hospital specialized subject construction and talent introduction, fixed internal strength, then with the help of strategic external propaganda, public as well as some measures can promote the further development and perfection of hospital brand building.