Research on Communication Strategies of Promoting Brand Value in Public Hospital
10.3969/j.issn.1671-332X.2018.05.002
- VernacularTitle:公立医院提升品牌价值的传播策略研究
- Author:
Tuhong LONG
1
,
2
;
Yuan ZHANG
;
Zhihui ZOU
;
Yonghong LAI
Author Information
1. 广州医科大学卫生管理学院 广东 广州 510000
2. 广州医科大学附属第三医院 广东 广州 510000
- Keywords:
Public Hospital;
Brand Value;
Brand Communication;
Strategies
- From:
Modern Hospital
2018;18(5):630-633
- CountryChina
- Language:Chinese
-
Abstract:
Under the heatedly competitive environment of the medical market, it is particularly important for public hospitals to explore effective brand communication strategies. Based on the service brand equity model of Berry and brand value theory such as the brand iceberg theory, this paper analyzes the relationship between hospital brand communication and hospital brand value, and in light of the public hospital and its brand particularity, attempts to construct the brand value model of public hospital and explores the effective communication strategy to promote public hospital brand value.
