Study on the Influence of Private Hospital Advertising on Consumers’ Attitude to Brand

DOI

10.2991/assehr.k.200316.338How to use a DOI?

Keywords

private hospital advertising, advertising performance, social influence, attitude to brand

Abstract

In the late 1980s, private hospitals began to emerge in China’s medical industry. Until March 2013, data from the Ministry of Health showed that there were 10,166 private hospitals in China. But in China’s medical market, public hospitals always occupy the leading position, while the survival of private hospitals is relatively difficult. At present, advertising has become the most important marketing method used by private hospitals in China. It is crucial for the development of private hospitals to clarify the importance of advertising in the marketing of private hospitals, and to further explore the role of advertising and brand-building.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiang Gao
AU  - Jiaying Ying
AU  - Yanxia Zhang
PY  - 2020
DA  - 2020/03/19
TI  - Study on the Influence of Private Hospital Advertising on Consumers’ Attitude to Brand
BT  - Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
PB  - Atlantis Press
SP  - 1598
EP  - 1603
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200316.338
DO  - 10.2991/assehr.k.200316.338
ID  - Gao2020
ER  -