한국병원경영학회지 (Korea Journal of Hospital Management)

한국병원경영학회 (Korean Society of Hospital Management)
권호 표지

수도권 초대형병원의 브랜드 가치와 시장점유율 분석

The Analysis of Brand Value and Market Share at the Largest Hospitals the Metropolitan Area

  • 강한섬 (을지대학교 병원경영연구소) ;
  • 박소윤 (을지대학교 병원경영연구소) ;
  • 김효정 (을지대학교 대학원 의료경영학과) ;
  • 김영훈 (을지대학교 병원경영연구소)
  • Kang, Han Seom (Eulji University Institute of Hospital Management Research) ;
  • Park, So Youn (Eulji University Institute of Hospital Management Research) ;
  • Kim, Hyo Jeong (Dept. of Healthcare Management, Graduate School of Eulji University) ;
  • Kim, Young Hoon (Eulji University Institute of Hospital Management Research)
  • 투고 : 2017.07.30
  • 심사 : 2018.03.12
  • 발행 : 2018.03.31
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초록

The purpose of this research is to evaluate Brand Value by using the K-BPI(Korea Brand Power Index) of Korea Management Association which is based on consumer awareness, as well as to identify how Brand Value which is composed of top of awareness, unaided awareness, aided awareness, image, possibility of purchasing, preference, affects on the Market Share perceived by consumers. This research subjects were 10 hospitals with more than 1,000 beds in Seoul and Gyeonggi-do, and survey subjects were 20 or older adults living in the metropolitan area of Korea. Using K-BPI for measuring Brand Value and used calculation of Market Share according to consumer preference model for measuring Market Share. The major results of this research are as follows: First, this research identified that the top 5 hospitals of largest hospitals in metropolitan area measured by using K-BPI and Market Share were same hospitals as Big 4 hospitals of previous research evaluating the comprehensive competitiveness of hospitals and also same as hospitals that appeared recently. Second, Big 5 hospitals ranked first to fifth in both Brand Value and Market Share. To identify the relationship between K-BPI items(top of awareness, unaided awareness, aided awareness, image, availability, preference) and Market Share, multiple linear regression was used by dividing 5 upper and 5 lower group of hospitals per each. The group of 5 upper hospitals had a significant effect on Market Share, with 'top of awareness', 'unaided awareness', 'aided awareness'. The group of 5 lower hospitals had a significant effect on Market Share with 'unaided awareness', 'aided awareness'. The results of this study and hospitals of the first to third hospitals published in the K-BPI press release reported by KMAC in 2017, and the previous studies evaluating the comprehensive competitiveness hospitals, all had one thing in common that Big 4 hospitals ranked high position. This suggests that evaluation of Brand Value also can be a evaluation measure of hospital. A new competitiveness of hospital is expected by managing brand awareness to have a brand competitiveness and by securing intrinsic Market Share of consumer to reach hospital use ultimately.

키워드

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