Research On Secondary Public Hospital Brand Strategy Under The Back Ground Of Deepning Medical Reform

With its market-oriented health care, many public hospitals are unable to adapt to new market competition pattern, forming a distorted profit-driven mechanism in the development process, resulting in high cost of getting a treatment and difficulty in seeing a doctor. Public hospitals have a monopoly so that it has the majority of medical resources, resulting in unfairly compete in the medical industry. To break the monopoly of public hospitals, rational allocation of medical resources, strengthen its public service, in order to mitigate the contradiction between doctors and patients, the state introduced a number of policies to promote the reform of public hospitals. When people need medical treatment, they perform a good image. Faced with changes in the environment, public hospitals must change the past development model, focusing on brand building, in order to seize the opportunity in the medical marketplace. The ultimate goal of hospital brand strategy is to enhance the competitiveness of the hospital, to promote the scientific development of hospital, to meet the public’s demand for health services, to perform the social responsibility.Quantity, wide range of services for the population, a large proportion of the market share are the features of Secondary public hospitals, providing more basic and affordable health care services,which development related to hundreds of millions of Chinese people’s health. Therefore, choosing Secondary public hospitals as the research object has a certain theoretical and practical significance.This paper analyses the goal of the reform of public hospitals by the national health care reform policy. Relying on statistical data to analyses the status and problems of secondary public hospitals. On the basis of research hospital brand related information to analyses the connotation of hospital brand. This research through brand strategy in the first people’s hospital of Jiulongpo District of Chongqing to analyses the problem of secondary hospital brand strategy and give a suggestion.