Modern Hospital 2018;18(5):630-633

doi:10.3969/j.issn.1671-332X.2018.05.002

Research on Communication Strategies of Promoting Brand Value in Public Hospital

Tuhong LONG 1 ; Yuan ZHANG ; Zhihui ZOU ; Yonghong LAI

Affiliations

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Keywords

Public Hospital; Brand Value; Brand Communication; Strategies

Country

China

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.