Yosemite Clinic Brand Image Enhancement Study

With the continuous improvement of living standards,people’s demand for health has also made great progress.However,the current public medical institutions are often unable to meet people’s needs.With the development of the "medical reform" policy,many private medical institutions have mushroomed.Under this opportunity,Yosemite Clinic medical co.,ltd.was opened in April 2017.However,after more than a year of development,the number of patients and income have not reached the ideal state,and there is even part of the gap between Yosemite Clinic and its peers.The brand value is not high,and no brand image has been formed.If Yosemite Clinic medical does not establish its own brand image,it is not conducive to brand development,which will directly affect the number of consumers and income,thus hindering the development and expansion of the company and slowing it down.Himself as optimal Yosemite Clinic medical marketing director,will from the concept of the brand of enterprise,to investigate optimal beauty to the brand image of health problems,hope that through relevant theory and literature research,find a way to establish an effective brand image,to solve optimal beauty might have related to medical problems,thus increasing the number of consumers,increase enterprise income,help enterprise development.This paper will start with the theoretical matrix of the four CBBE models,namely brand cognition,brand connotation,brand response and brand relationship,and subdivide each content.Combining with professional theories such as brand association and brand resonance,this paper will discuss the brand image building of Yosemite Clinic medical.The first chapter describes the research background and significance;The second chapter enumerates the relevant theories used.The third chapter will introduce the information and current situation of the research object,including environmental analysis and enterprise analysis.The fourth chapter will use questionnaire survey and literature analysis method to classify consumer demographic characteristics,build consumers’ awareness of medical brands,find out consumers with different demographic characteristics’ awareness of the brand of Yosemite Clinic medical,and analyze the survey results.Through the research,the conclusion is drawn: consumers are basically not satisfied with the current brand status of Yosemite Clinic medical,especially middle-aged people and high-income people,who pay more attention to the connotation and response of the brand.The fifth chapter proposes solutions to improve the current situation of the brand image of Yosemite Clinic medical treatment based on this result,which are research methods to improve the existing brand cognition,brand connotation,brand reflection and brand relationship.At the same time,special attention should be paid to the treatment of these two groups of people.In chapter 6,the author puts forward the strategy of priority protection,and analyzes the support and expectation of each department from the aspects of company culture,finance and operation.Through this study,while verifying the brand problems of Yosemite Clinic medical,the paper proposes solutions to improve the current situation.The theoretical value of this paper: the CBBE theoretical model of Keller was integrated with other brand theories,and was brought into Yosemite Clinic for verification.Through this study,while verifying the brand problems of Yosemite Clinic medical,the paper proposes solutions to improve the current situation.The theoretical value of this paper: the CBBE theoretical model of Keller was integrated with other brand theories,and was brought into Yosemite Clinic for verification.The practical value of this paper: to develop the brand image promotion strategy suitable for Yosemite Clinic medical,and look forward to it.This article for other medical institutions,this paper has certain reference value,can be validated reference method for the enterprise brand,at the same time improve the quality of service,increase brand promotion,to establish a reasonable service system,winning brand,achieve the purpose of increase the brand image,attract more consumers,make the enterprise development.