Brand Economic Analysis On The Private Medical Service Market

Medicine service includes public service and private service which contains profit and nonprofit organization. Most private medicine service is profit organization in China, which called private hospital. The brand construction for the public hospital is difficult because of the special market positioning, so is the private hospital because of the ignorance.The economy increases very fast in recent years, but the demand and supply of the medicine service are serious imbalance. Most consumers would like to choose the public hospital rather than the private hospital. Consumers distrust private hospital for many reasons. As the brand economics, the brand could increase the choice efficiency through choice cost decrease. Brand credit degree is the core of the brand construction, so the enterprise should invest to it.The thesis analyzes the brand construction of the private hospital, which includes five chapters. In the first chapter, we present the current situation that private hospital in China and advance the questions:why the private hospitals cannot win the trust of consumers? What is the disadvantage of the private hospital? In the second chapter, we introduce the theories about medicine service and brand economics, including choice efficiency, disharmonious doctor-patient relationship, brand construction of service industry, and hospital brand.In the third chapter, this thesis analyzes the current situation of the private hospital both in China and abroad, and the reason of the consumers'brand attachment for the public hospital. The reasons for the problems of private hospital are the difficulty of administration and the private hospital itself. Private capital in the medicine service market pursues short-time profit rather than long-term development.In the forth chapter, this thesis analyzes the prerequisite of the private hospital's brand construction (that is the single category choice) and the key of the brand construction (that is the brand credit degree). Brand credit degree could ensure the choice of the consumers'without thinking. Brand credit degree means how much degree the enterprise has done to the category which it had promised to the target customer by exclusive symbol. Then this thesis explains the reasons for consumer trap and shows a simple example of the dynamic control of the brand credit degree. Through analyzing the properties of the brand credit degree, we get its relationship with the production efficiency, which is BCCP model. Based on the brand credit degree, we shows the association dimension of the private hospital brand, including two-dimension and three-dimension perspective. At last, we analyze the personal brand construction of private hospital, including the demand curve rotated after the introduction of personal brand and the correlation of product brand and enterprise brand.In the fifth chapter, this thesis analyzes the private's brand and Social welfare after brand introduction, including analysis on the demand of medicine service, demand curve, and the relationship between private hospital and FDI. Finally, this thesis concludes the way of brand construction, and advances suggestions for the private hospital.