Research On The Market Operation Of Mobile Internet-Based Health Management Platform Of Company A

With the rapid development of China’s economy and the acceleration of aging society, people’s health care needs are increasingly growing. However, there are still problems of insufficient and uneven distributed medical resources. But with the application and maturity of the 4G technology, the gradual popularization of intelligent terminals, the progressive elaboration of cloud computing infrastructure and the development of cloud computing technology, the basic environment for health management based on mobile terminal is already exist. In 2014, the scale of mobile health management market has reached 3.01 billion Yuan, with an increase of 52% in the same year. It is expected to exceed 20 billion Yuan in 2017. Although the development trend of blowout, as a kind of relatively new emerging thing, the national policies, sector planning and other aspects of mobile health management products in recent years still remain to be improved, and the broad mass’s acceptance remains to be increased. At present, the development of mobile health management products is still facing many problems and challenges, especially in the operation and profit model is still to be explored.With establishment of the "Internet+" and "Health in China" strategies, mobile Internet-based health management products have ushered in new market opportunities. This article analyzes and researches the characteristics of user groups of the existing mobile health management products through analysis and research of the domestic and international markets, combined with a large-scale user research data using SPSS and other analysis method. In addition, through data analysis the demands and major concerns of potential users on mobile health management platform are obtained and the positioning of A Company’s mobile Internet-based health management platform products is identified. What’s more, this article sums up a set of community-based operation scheme of mobile Internet-based health management products based on the data analysis results and operating and marketing experiences of mobile products.Achieving community-based operation serves as the core of this scheme, with main contents of attracting and retaining users, online and offline promotion, improving frequency of use, allowing users to access to valuable information for the purpose of community relations, ownership feeling, a sense of honor and other factors, and opening the product in more fragmented scenarios.On the basis of product operation scheme, the product profit model is analyzed and summarized, and profit channels specific to patients, doctors, hospitals, pharmaceutical companies, and insurance institutions is put forward, and a variety of profit earning ways is adopted to help enterprises mataining sustainable development in the tide of Internet plus.