The Research On The Optimization Of Brand Strategy Of Aier Eye Hospital Group Company

In 2002,the brand of Aier Eye Hospi tal Group Co.,Ltd.was officially established,and now it has developed into an ophthalmic medical group with the largest scale and global diagnosis and treatment capabilities in hospitals in China and around the world.With the increasingly fierce compet ition in the medical market and the deepening of the reform of the medical and health system,as the first domestic chain of private eye hospitals to embark on the road of cross-border mergers and acquisitions and apply international cutting-edge technology and management experience to China,can Aier Eye Hospital apply its advantages of scale,scientific research and internationalization to its brand strategy in a timely manner,to enhance the value of brand equity is a key issue related to whether the ho spital can achieve sustainable development.This paper takes Aier Eye Hospital Group Company as the research object,and makes an in-depth analysis of the management status of Aier Eye Hospital,including a comprehensive analysis of the factors affecting t he Aier brand environment,such as macro environment,competitive environment,patient needs and cross-border mergers and acquisitions;through market research with a large sample size,the company’s brand status and existing problems are analyzed,which s hows that brand recognition in some market segments is far lower than that of benchmark hospitals and brands.The image is not clear,the brand association is not rich,and the brand loyalty is not high;Combining the theory of brand management and brand e quity with the actual situation of the company,a corresponding brand strategy optimization plan has been formulated.First of all,it is clear that Aier Eye Hospital is the world’s largest company with global diagnosis and treatment capabilities.Differen tiated product positioning of eight subspecialties and the market positioning of the four regional types.And then enrich and improve the brand identification system from the four aspects of VI,MI,BI,and SI.Optimize the brand equity from three aspects:enhancing brand recognition,establishing high-quality brand associations and enhancing brand loyalty to enhance the value of brand assets.Optimize the brand communication strategy through internal brand communication,patient word-of-mouth communication,building an omni-channel and omni-media traffic acquisition platform,and crisis public relations management.The required strategic guarantee,human resources guarantee,technical guarantee and capital investment guarantee to ensure the effective implem entation of the optimization plan.As a representative enterprise of private eye hospital,Aier Eye Hospital Group Company,through the analysis and research of its brand strategy optimization plan,has direct guiding significance to enhance the company’s brand image and brand value,and also hopes to provide reference for other similar private hospitals.