The Brand Strategic Research Of Three Grades A Degree Hospital In China

The thesis seeks to analyze Chinese brand strategic research of three grades A degree hospital from management perspective.It is composed of three parts where the first part gives a brief account of current situation. Through 480 valid investigation samples from 16 hospitals of three grades A degree, it introduces hospital brand status quo on the perspective of patient.Then according to the status quo and result of investigation, it summarizes six typical problems and does research on the deep reasons, including expert faith, hongbao phenomenon, nontransparent charging, bad service, expensive and rare registration and bad relationship between the hospital and patientThe last part solves the problems mentioned. Through defining hospital brand and telling such brand from others, it unveils the specialty in industry as well as the core: creating humanized brand.It also gives specific suggestions of creating hospital brand from brand basis, technologic brand, brand management, serving brand, cultural brand, patient satisfaction management.