| In China's healthcare market,more than half are private hospitals.As serviceoriented companies with a highly market-oriented nature,private hospitals have expanded rapidly through extensive marketing methods during the early days.While increasing their brand awareness,they have created a crisis of trust due to false publicity and other issues.In recent years,private hospitals are exploring more effective marketing methods,seeking to establish stable long-term relationships with customers,and serving customers' lifetime value.As a method different from traditional mass marketing,content marketing is being favored by more and more brands.A growing number of brands are creating content based on the Internet,relying on high-quality and valuable content to impress customers,making them trust in those brands and products,and then make purchase,proactively recommend to others.Using content marketing can help private hospitals establish a high-quality brand image in the minds of consumers,reverse their disadvantages compared to public hospitals,and achieve longterm and sustainable development.Based on the above background,this article will explore the impact of private hospital's content marketing on brand relationship construction,and provide private hospital managers and marketers with practical suggestions on how to conduct content marketing.This article takes private hospitals as the research objects,and uses the consumer black box and three-stage theory of content marketing as theoretical basis to build a theoretical model.In this model,content marketing is the independent variable,brand resonance is the dependent variable,to test whether customer perceived value plays a mediating role in the mechanism of content marketing influencing brand resonance.By reading a lot of relevant literature,the independent variables are divided into functional content,entertainment content,emotional content,and social content according to different content types.Brand resonance is divided into three dimensions: behavioral loyalty,attitude attachment,and community awareness.The perceived value includes three aspects: functional value,emotional value and social value.In this paper,mature scales of the above variables that have been generally recognized are adopted.After modifying the items through the pretest of the questionnaire,the formal scale of the study is formed.This paper collects formal data from the questionnaire sent to people who have experienced medical treatment in private hospitals.In the empirical research phase,by using SPSS23 and AMOS24 statistical software,descriptive analysis,sample distribution and correlation analysis,multiple regression model verification,reliability & validity test,and structural equation model demonstration were performed in order,then the following research conclusions were obtained: 1.Private Hospital content marketing has a positive impact on both customer perceived value and brand resonance;2.Perceived value plays a mediating role in the mechanism of content marketing influencing brand resonance;3.Functional content has the strongest role in promoting brand resonance,the paths to different dimensions of brand resonance are the most abundant.Through the mediating role of functional value and emotional value,it has significant impacts on brand resonance behavioral loyalty,attitude attachment and community awareness.4.Emotional content directly affects community awareness and through the mediating effect of emotional value promoting three dimensions of brand resonance;5.Entertainment content only has a slight enhancement effect on behavioral loyalty;6.Social content affects attitude attachment and community awareness through social value.Based on the theoretical theories and empirical research conclusions,this article puts forward practical suggestions on how to run content marketing in private hospitals.Finally,analyzes the limitations of this paper from three aspects: research model,scope and research methods,and puts forward prospects for future research. |
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