Hospital Brand Positioning Research

With the deepening of medical health system reform, competition between hospitals becomes more fiercer and hospital's brand building and maintenance will be especially important. Hospital brand is intangible assets and the capitals of hospital competition; building strong brand not only helps to improve the hospital's core competitiveness, but also to meet the medical needs of patients. Hospital's brand strategy is based on the hospital brand positioning and its core content is hospital brand positioning, accurate brand positioning is a necessary condition for the building a strong hospital brand.By analyzing the specific implementation process of the hospital brand positioning, a preliminarily settling a little of difficult problems in the process of hospital brand positioning. According to different types of hospitals, proposing different brand strategy, and hoping to provide the specific reference in the actual operation of the brand positioning.In the study, in order to obtain better research results, starting with Literature Analysis, collecting the hospital brand positioning document and laying the foundation for thesis writing; Second, listen to the hospital brand founder, brand specialists, hospitals managers, medical technician's views and opinions; Finally, on the basis of theoretical analysis, the theoretical research used to specific cases, combining theory and practice.Through analyzed hospital brand positioning process and tactics issues of the hospital brand positioning, marked the hospital brand positioning more standardized, systematic, procedural and operational, found a viable way to formulate the hospital brand positioning tactics, proposed practical proposals for our hospital brand creation and running, further enriched the research in the field of brand positioning, provided the Reference theory and method for the hospital brand positioning.