Research On The Brand Strategy Of SP Private Hospital

With the continuous advancement of the new medical reform,a large number of foreign capital and private capital have begun to enter China's medical industry.As a result,private hospitals have become an important part of China's medical service system.However,compared with public hospitals,private hospitals still have obvious gaps in brand building,reserve of talents,medical quality and hardware facilities,ect.which is also an important reason for restricting the development and growth of private hospitals.Therefore,in addition to improving the quality of service and the reserve level of medical talent,private hospitals must find brand marketing strategies that suit their own development characteristics,enhance brand awareness through effective marketing campaigns,and form core competitiveness.Only in this way can they win a place in the fierce market competition.This paper took WuXi SP Hospital as the research object,combined my experience in brand marketing management for many years,took the current situation of private hospital development as the premise,put forward the problems existing in brand marketing of Wuxi SP Hospital at present,and used PEST,SWOT,Porter's Five Forces Model and other research methods to integrate theory with practice.This paper analyses the internal and external brand marketing environment of Wuxi SP Hospital,positioning the brand,and put forward corresponding solutions in three aspects: public relations marketing,brand integration and communication,new media social networking.Through the analysis of the overall brand marketing situation of Wuxi SP Hospital,constructive suggestions on safeguard measures were made.Through the strategy application proposed in this paper,it is expected to effectively enhance the brand awareness of Wuxi SP Hospital,successfully base on and occupy a larger market share,and provide reference for other planned new or transformed private hospitals.