AW Genetic Testing Company Marketing Channel Research In The Mobile Internet Age

With the rapid development of molecular diagnostic technology including genetic testing, and product innovation, the levels of clinical diagnosis and treatment have been constantly improved, which led to great economic growth and social benefits. At the same time, the internet or mobile internet business has become the theme of reform of the commerce, and the government put forward "internet plus" strategy to transform the traditional industry. Therefore, how to use the internet, especially the mobile internet development, is one of the most important issues for enterprises of genetic testing.In this dissertation, we firstly introduced the concept of genetic testing, the status quo of genetic testing industry. Then the macro environment, industry competition, consumer behavior, and industry regulation were analyzed by using the theories of management science. The current situation of the marketing channel of the genetic testing industry, and the common problems of the traditional channel management were also analyzed. Taking the AW Company as the study object, the basic operation situation, products, services, and marketing channel were described. Then, problem of traditional marketing channel management were raised in the point of view direct marketing and distribution, respectively. Improvement strategies targeting traditional marketing channel management strategies were developed for the AW Company by incorporating management science thinking.This dissertation focuses on the research of the AW Company's marketing channel design and management strategy based on mobile internet. First, management strategis were discussed based on the existing mobile phone app platform. Second, novel designs of the marketing app and management strategy were presented. Then, by incorporating the offline resources and treatment services,O2O modes of service marketing channel design and management were proposed. Finally, designs of smart healthcare modes were described based on future mobile terminals such as wearable devices. In this dissertation, the design of management of the marketing channel of a genetic testing company was prospectively studied, which may provide valuble insight into the practice of mobile marketing management for genetic testing companies.