Research On Brand Promotion Strategy Of Lai Wo Dental Medical Institution

With the rapid development of China economy, people’s living standards areincreasing,especially after joining the WTO,spread some foreign advanced healthidea also contributed to the residents in the pursuit of quality of material life atthe same time,more attention to their health, the health care market huge development space. This paper selects LaiWo oral medical institutions as the research object, in order to LaiWo oral brand promotion strategy as the research starting point, carries on the depth analysis from LaiWo oral market competition and promotion direction, clear selection and positioning of target market, so as to put forward the diversification strategy for LaiWo oral brand promotion development and maintenance scheme.Present situation of LaiWo oral brand promotion are analyzed, respectively, from the traditional media and new media, consumer awareness, brand familiarity, satisfaction and employee internal promotion four aspects, found LaiWo oral brand promotion in the process of the problem, including the problem of media promotion, promotional activities,brand positioning problem, medical problems team brand awareness, brand managementand maintenance problems such as the five major problems.Because the state’s macroeconomic policies affect the direction of the development of the industry, and the policy implementation directly affect the enterprises’ development path, so the use of PEST macro environment analysis to analyzethe medical industrybrand promotion method, enable enterprises to fully understand the change of brand marketing, brand development direction is clear, timely adjustment of marketingstrategy. If the macro environment determines the directionof enterprise development，so the micro market environment affects the implementation scheme of brand promotion strategy. Ability of microcosmic environment r epresents the brand service to consumers, including supplier ability, competition ability, customer service ability, the better relationship between coordination LaiWo oral and related groups, enhance brand awareness. The above results on LaiWo oral brand based on the macro environment and micro environment, using SWOT analysis method, the LaiWo oral brand in the market competition superiority, inferiority, opportunity and threat analysis, combined with the enterprise development of the internal and external environment, enterprise resource reasonable use, select and determine the enterprise’s overall development,make choice of brand promotion plan.According to the above analysis, the market segmentation LaiWo oral brand from the geographical characteristics, demographic characteristics and psychological characteristics of three aspects of the use of STP analysis, the final selection of the youth market as the main target market, market positioning of differentiation. At the same time, the use of marketing combinatorial theory4P famous science, from product,price, channel, promotion four aspects, make products and strategy, social service combination of price promotion strategy, new media promotion strategy and creative promotion strategy, brand promotion strategy formulation facilitates LaiWo oral brandenhance the brand degree, expand market share.The branding process, the implementation of security strategy is also very important,according to the senior leadership of the enterprise and brand managersneed toguarantee the implementation of the promotion strategy to give enough attention. The establishment of LaiWo oral brand needs to set up the brand maintenance awareness,to take diversified strategy to maintain brand image, brand protection market position,enhance the brand visibility and reputation, in order to attract more consumer attentionLaiWo oral brand, enhance the consumer loyalty and satisfaction. Hope that through this study, can have a certain guiding significancefor LaiWo oral brand promotion.