Brand Strategy Research Of Private Speciali Zed Hospital Under The Background Of Deepe Ning Medical Reform

In China, private hospitals develop in different levels, and some private hospitals in eastern region of China have already built famous hospital brand after years of exploration, while in the middle and western part of China where the economies were not so developed, there were few researches on hospital brand. The competition in the medical market in the future will be the combat in hospital brand, as the most valuable asset of a hospital is a featured brand. If a hospital wants to thrive in a market with fierce competition, the most powerful weapon is a unique hospital brand with characteristics.The third plenary session of eighteenth central committee put forward policies for deepening the medical reform, it provides platform for the rational allocation of medical resources and fairness of medical industry. And as the medical reform is deepening, it brings both opportunities and competition pressures to private hospitals. The institutional reform of public hospitals and the open of medical market for social and foreign money could make more opportunities for private hospital, while, they could bring challenges, too. Under such special environment, problems focusing on enhancing core competitiveness, constructing featured brand and improving brand influence are becoming more and more important for private hospital to survive and develop in the fierce competition. Nowadays, most hospital put their efforts on hospital image, advertisement and marketing, while the most important thing, namely the construction and improvement of interior quality are ignored. The aim of this paper is to provide suggestions for private hospitals to fully understand the essence of hospital brand, improve interior quality as well as build hospital image, thus construct featured hospital brand to relieve the conflicts between doctors, hospitals and patients, and help to solve the problems of expensive and difficult medical.From the view point of private hospital, this article researched and analyzed the hospital brand strategy of a women hospital in Chongqing, and put forward suggestions for private hospitals brand construction based on its advantages and disadvantages. This paper chose Chongqing, one of the core cities in the middle and western region of China, the purpose was to provide reference for private hospital brand construction in the other similar region.