The Brand Development Study Of United Family Hospital

In the modern brand-economic time when chasing high end taste and distinctivecharacteristic, the successful implementation of brand strategy is the key factor forenterprises to win competition. Through the brand development strategy study ofsuccessful enterprises can clearly present the whole process of an enterprise from thebrand creation, brand development, brand success to brand extension.United family hospital, the first foreign-owned hospital established in China, in theearly nineties when Chinese medical market was not yet to be prosperous,start to goall out to build the first high end comprehensive brand and constantly improve it withapplying advanced foreign brand theory. Up to now United family hospital upgradesfrom a specialized hospital exclusively for foreigners to high end comprehensivehospital opening to the whole country. Particularly in terms of maternity service, NowUnited family hospital becomes the first option for wealthy people and celebrities, italso perfectly demonstrates the high-end medical institutions’ success in today’s fiercemedical market competition.The purpose of this article is to find out its competitive advantages through thedeep analysis of the its brand development environment, brand positioning, brandstrategy implementation, brand extension and so on.Due to the reason that its medicalservice focus on individuals’ and families’ health and its main business is designed toprovide health solutions, so it treasure consumer experience very much and plan all itsbrand development strategy based on consumer psychology as they understand onlyby learning the consumer psychology and purchase trend can they show theirhumanistic care and respect to our consumers and eventually win the battle.After a dig out of these factors for the brand strategic development, a conclusionwill be made through model construction between brand connotation and brand layersto explain how to bring the brand level to a new high. Hopefully it can provide thereference for the medical industry and other enterprises in terms of brand creation,development&transformation.With a successfully running in Beijing, Shanghai for more than a decade, United family hospital start to extend and duplicate its business to Tianjin, Qingdao, Chengduand other second-tier cities where they expect a rising in the consumer demandaccording to their research to make their dream of horizontal extension comes true. Aswell, United family hospital establishes specialized hospital in areas such as dental,rehabilitation medicine and tumor to realize the longitudinal extension of its brand.United family hospital is always providing an alternative option for their consumers.Those consumers who choose to accept the relatively high price meanwhile can enjoythe equivalently high-quality service which would be a pleasant and impressiveexperience finally.Therefore, this article is written to have a study on United family hospital’sstrategic planning and application which is in line with its original intention and corevalue on the basis of consumer psychology. To explore how could United familyhospital become the high-end medical institutions, what measures it takes to build itsown brand, especially after all medical infrastructure were build up, How it attach thevalues of emotional respect, celebrity effect, positive public participation, highclass-brand experience to its brand will help readers to understand why consumersidentify its value, would like to join it and be loyal in it.