Research On Brand Marketing Strategies Of The CangZhou Combinational Hospital Of Chinese And Western Medicine

With the reform of system of medical treatment and sanitation, the more unloosen of the medical treatment market, the competition of medical treatment institution has been started. However, the competition of modern medical treatment service is not limited in the several marketing strategies of new technique, low price, better environmental, and enlarging the illness headstream, increasing the drumbeating, but the competition of integer brand effect of the hospital. The competition and development of the medicine treatment market indicate that: hospital marketing and brand improving are very important. Only when paying more attention to the building of hospital cultural brand, then making great efforts to centralize the creating spirit of the staff, and upgrading the brand effect of the hospital, can the key competition be improved.The paper takes the Cangzhou combinational hospital of Chinese and Western medicine as the research object, takes the brand correlation theories of brand localization, brand culture, the brand CIS design and brand integer marketing dissemination and so on as the theories research fundamental, using the research method of combinational of theory and demonstration, the paper designed the strategies of brand marketing for the Cangzhou combinational hospital of Chinese and western medicine. Starting with analyzing the surroundings of inside and outside of the hospital, and combining the research data collected from the staff and sufferers, the author discovered the existent problems of the hospital in marketing. Aiming at these problems, based on the orientation of object market and brand, the author particularly designs the strategies of brand marketing of Cangzhou combinational hospital of Chinese and western medicine in three aspects: the brand cultural building, CIS and the brand integer marketing spreading. At last, the author brings forward some implement suggestions in five sides: building up the strong brand consciousness of the staff, energetically pushing the internal marketing, vigorously implementing the relation marketing in hospital, accelerating the system reform of hospitalizing way,holding and protecting the hospital brand, to ensure the well-off implement of the strategies of brand marketing.