Research On Operation And Management Optimization Countermeasures Of JD "Internet + Health" Platform

Nowadays,the main contradiction in Chinese society is that between unbalanced and inadequate development and the people’s ever-growing need for a better life.In the medical field,the imbalance of medical resources is particularly prominent.These problems could mainly be reflected in the asymmetry of medical information,the uneven allocation of regional medical resources,and the mismatch between medical supply and demand.With the development of 5G technology,the concept of Internet medical treatment has been proposed,which is becoming an effective supplement to offline medical resources and providing new ideas for solving imbalanced medical resources.Due to the adjustment of policies,the "Internet + Health" platform has gone through four stages and is now in the accelerated period of regulation.Regarding a user’s whole course of the disease,the Internet medical treatment platform could be classified into several business types,which are online medical platforms,medical e-commerce platforms,health service platforms,health leisure sports platforms and comprehensive platforms.Therefore,diverse operation modes and characteristics have been formed correspondingly.We can see that Internet medical treatment covers a wide range of segments and it also leads to significant differences in the various secondary markets.Among such platforms,JD Health development is worthy of reference,but it also faces various problems in the operation process.In order to understand the status quo and development of the "Internet + Health" industry,this paper selects JD Health as the research object for case analysis and in-depth discussion.Specifically,based on the User Growth Model,this paper discusses the status quo of Acquisition,Activation,Retention,Revenue and Referral from the perspectives of the consumer and the enterprise.The questionnaire was issued to obtain first-hand data,and combined with various indicators obtained by JD Health and related enterprises in terms of user growth,the problems of JD Health in Acquisition,Activation,Retention and Referral were clarified.In addition,through the application of Data Envelopment Analysis Model based on a number of financial indicators,the horizontal and vertical analysis of JD Health’s Revenue situation is conducted,so as to provide more comprehensive and objective data and analysis results.Through the above qualitative and quantitative analysis based on the User Growth Model framework,problems existing in the user growth of JD "Internet + Health" platform are analyzed,and the results are summarized as follows: In terms of Acquisition,JD Health has problems such as low number of mobile app downloads,low platform comprehensive score,single user acquisition method,single channel and poor active acquisition ability,which mainly relies on JD Group to convert users;In terms of Activation,the lack of new user guidance,interest temptation and "zombie user" activation and other user habit education;In terms of Retention,the platform has problems such as low retention rate,operational competition from other platforms and unreasonable core brand layout.;In terms of Revenue,JD Health has problems such as reduced revenue efficiency by the adjustment of profit model and poor service function caused;In terms of Referral,there is a lack of attractive word-of-mouth incentive system,a lack of online and offline publicity channels and a lack of professional operation personnel and teams.In addition,the regulation of access principles and platforms such as Internet hospitals,contracted doctors and health institutions is not perfect.Based on the above analysis and combined with JD Health’s strengths and enterprise resources,this paper proposes corresponding User Growth Optimization strategies.The main contribution of this paper is to make a comprehensive analysis of JD Health from the perspective of the emerging "Internet + Health" based on the theoretical framework of the User Growth Model,discuss its development status and existing problems,and finally give corresponding suggestions.This research and analysis can provide useful reference for many enterprises and institutions of the "Internet + Health" platform in user maintenance and revenue efficiency.