Social Media Marketing Strategy Of E Eye Hospital Based On 4I Theory

The development of information technology has given birth to changes in the channels and ways of communication between enterprises and consumers.The ways and means in which consumers obtain information and make consumption decisions have also changed.The widespread popularity of social media has posed a severe challenge to the marketing strategy of enterprises.At the same time,the digital and information characteristics of social media can also help enterprises to achieve marketing results better and more efficiently.The rapid development of social media applications has begun to make enterprises have a sense of crisis from order winning elements to order qualification elements.How to make efficient use of the advantages of social media to improve marketing strategies and enhance the competitiveness of enterprises has become the core issue of the sustained and healthy development of enterprises.The ophthalmology medical industry started relatively late in China,and the degree of development is far lower than that of Europe,America and other advanced countries,so there is still a lot of room for growth in China.However,surgery such as refractive correction in ophthalmology has been ignored by the vast number of potential demand groups in China,and the needs of functional eye diseases,ophthalmic rehabilitation,low-age optometry and refractive correction have received little attention.Generally speaking,the benefit of clear vision after orthopedic surgery is much greater than the cost of surgery,and the risk of non-invasive ophthalmic surgery for the general population is almost negligible.Therefore,the bottleneck that determines the marketing strategy of ophthalmology hospital is not the problem of performance-to-price ratio of ordinary goods,but the thinking concern and guidance of ordinary potential people.Therefore,the traditional 4p,4C,4R theory is no longer suitable for marketing strategies in the field of ophthalmology.For a long time,people,especially the elderly customers,do not pay enough attention to ophthalmology problems,and often ignore immediate and effective surgical treatment and correction.How to use social media to reach the potential customer group in the most efficient way,and to stimulate and reverse the customer group’s awareness of surgical correction of the core organ of the eye is particularly important.The particularity of ophthalmology medical industry determines its high gross profit margin and low pressure of price competition in the industry.The key to success or failure is to tap the increment of potential customers and enlarge the cake of the industry,while the social media marketing of ophthalmology based on 4I theory is the key to break the situation.E Eye Hospital experienced a marketing dilemma in which the growth rate slowed down and the stock price halved in the past 2021.Taking the E Eye Hospital as the research object,combined with the special characteristics of the ophthalmology industry,this thesis deeply analyzes the problems encountered by the hospital in the past.Through enterprise interview and questionnaire survey,this thesis puts forward the corresponding social media marketing strategy based on the four dimensions of interesting,interests,interaction and individuality of 4I theory.In the study of the selection of case objects,the typicality,adaptability and data availability of case objects are fully taken into account.On the one hand,the ophthalmology medical industry is promoted by the country’s new favorable policies,on the other hand,it has to face the increasingly rapid development of the fierce competitive environment.On the basis of stabilizing the original customer source,how to further compete for the increment of the patient population and the depth of diagnosis and treatment in the ophthalmic market,so as to achieve the sustained and stable development of the ophthalmic hospital,this is a subject worthy of in-depth study.