BRAND MARKETING STRATEGY OF FUDAN UNIVERSITY OBSTETRICS AND GYNECOL-OGY HOSPITAL / 现代医院

ABSTRACT

The fiercer competition in the health care market and the deepened reforming of medical and health system have led to the improvement of the hospital management.Whether the public hospital can timely adjust the management and business strategy is of critical importance to the sustainable development of hospitals.The man-agers should focus more on the brand marketing, defining the brand positioning and implementing the hospital brand marketing strategy which is centered on technology brand, service brand and culture brand, to gain competitive ad-vantages.With the strengthened core competitiveness, the hospital can achieve success in the competition.This paper took Fudan University Obstetrics and Gynecology Hospital ( OB/GYN hospital of Fudan University ) , also named Shanghai Red House OB/GYN hospital, as the research object to propose targeted brand marketing strategies based on the analysis of the current brand development of the Red House hospital.