Research On Brand Development Strategy Of Private XEC Ophthalmic Hospital

An increasing number of private hospitals is meet the market demand,especially in the aspect of eye medical,the eye medical chain enterprises listed company and several eye management institution emerged.The market competition is very fierce.The private eye hospital will face many challenges in the process of its development,and the brand construction is one of the important challenges.The role of the brand is by lowering the cost of consumer choice to improve the efficiency of choice.A powerful hospital brand often has a wide range of radiation,as the traffic is becoming more and more conveniently,distance is no longer a barrier to people to see the doctor.Domestic first-line brand eye hospital,such as Guangzhou Zhongshan ophthalmic center,Beijing Tongren hospital,attracts the ophthalmic patients from all over the country.Fujian province private XEC ophthalmic hospital through years of development,self become strong eye care brand in this province.But how to implement the XEC ophthalmic hospital brand value more on a step,how to maintain the sustainable development of brands,and in a certain period of time to make XEC ophthalmic hospital to realize the Channel West Bank and premium brands and even the whole country,is the main problem of this study.In this paper,literature research,case study and questionnaire survey is the main research methods.Guiding by the theory of domestic and foreign brand strategy,and analyzing the current situation of the private eye hospitals industry,to make a comprehensive prediction to the future development of the industry.Researching the internal and external environment on brand development,using by the SWOT tool,the various factors affecting the development of brand were investigated and analyzed.Formulating the corresponding development strategy and put forward the connotation of the brand and the development goals,adopt various powerful measures to implement the goals,to address the XEC private ophthalmic hospital brand development with the core problem to solve.Main conclusions are as follows:the reputation source environment and leading technology is the main reason for patients to choose the hospital for medical treatment.In the future,a long type of developing brand strategy should be used to XEC private eye hospital.The strategy is implemented by developing leading technology,chain operation,such as cultural construction.The innovation of this study is to put forward the hospital brand radiation concept,and the implementation of the development of private eye hospital brand.This study hopes to bring help to the development of private eye hospital brand,make the brand strategy in a more targeted and purposeful,create a more powerful brand for them eventually,and has a theory combined with the actual application significance.