A Research On The IMC Strategy Of Civilian Battalion Hospita Brands

The occurrence of civilian battalion hospital is to meet the market demand ofperformance, in the central time of cure of the policy to encourage and earnings drive,the former small clinic and the medical practicer out of the dark to bright, rely on theaccumulation of capital or investment scale expansion of fast, buy new medicalinstruments, dig Angle within the industry elite doctor talents, aggressive into themedical market, openly and public hospital in the war for the market. Today, theindustry, advertising effectiveness of homogeneity advanced overdraw tough questionssuch as that of civilian battalion hospital management difficulties, private hospitalmanagers in the determination of the brand and its can create value will lead out of themire hospital, a new round of brand competition started again.Selection of a particular brand, have shown that patients from the appearance of,marks, quality, enterprise culture, the approval, for to civilian battalion hospital, to getthis kind of approval need expensive. And civilian battalion hospital managers ingeneral also lack of long-term brand development consciousness, this is a terrible thing.Private hospital brand, need improvement.Integrated marketing communication is the best means to establish brandrelationship, by strengthening the brand in the interest relationship heart status,strengthen the contact and the emotion, the brand is not only the enterprise brand, is alsostakeholders brand name, and realize for consumers and enterprises create value, this isthe ultimate goal of the integrated marketing communication. This paper will IMCtheory applied to civilian battalion hospital brand creation process, according to theparticularity of civilian battalion hospital gives corresponding analysis, diagnosis, andcombined with hospital the truth, the integration of a set of relationships are the centerof the brand marketing communication strategies, from inside to outside theoptimization hospital brand. The process of integrated marketing communicationsstrategy is to establish in the goal of spreading subdivision consumer demand, and onthe basis of understanding the initiative to cater to the interests of the consumer, andcause consumer interest and concern-combined with marketing communication strategy,reorganizing the enterprise behavior and market behavior, IMC this to consumers as thecore, the integration as the means, in order to realize the brand assets as the goal, basedon communication, service in the spread of the marketing strategy, make the both sidesof the interactive two-way communication, set up the product brand in the mind of theconsumer status, enhance the enterprise value to consumers, brand identity, effectivelyachieve advertising communication and product marketing purpose, set up product andconsumer association, forming brand loyalty. The future is even economic environmententerprise brand new way to winning, integrated marketing communication tools usedin private hospital brand construction will bring endless power for hospital and vitality.Finally, the future trend of civilian battalion hospital for the prediction of IMC in private hospitals also increasingly perfect information system can play the role of theforecast. Believe that private hospital tomorrow will be better.