Study On Competitive Strategy For WX Company

As China's economy develops and the living standard of Chinese people increases,the health awareness of Chinese people has been further raised,and they also become more and more demanding in terms of health services.At the same time,with trends in population ageing becoming increasingly obvious,the morbidity of many chronic diseases has increased year by year,that is why the demand for disease treatment and health management is increasing.At present,China's medical resources are scarce and unevenly distributed,which are mostly centralized in 3A hospitals.Most people choose to see a doctor in large hospitals which thus become overcrowded,while community hospitals and private hospitals have less patients,which leads to a series of social problems the difficulty of patient registration,the tension between doctors and patients.With the development and maturity of mobile Internet technology as well as the popularity of smart phones,the application of mobile Internet in other areas have achieved good results and gain high returns.In order to get benefit from m Health which is the “last piece of cake” in the mobile Internet industry,major Internet giants,financial institutions and private capital has begun to occupy the market share in the m Health industry.Therefore,it is an important research topic to study how the m Health services company can survive under the increasingly competitive environment and figure out the direction for future development.Based on the theory of strategic management,this paper studied the WX Company by combining literature research and case study.WX Company faced more and more intense competition in the m Health industry,WX Company's APP products featured a high degree of homogeneity and it had poor viscosity.WX Company did not have enough sponsor and had limited fund.And it's brand is not enough strong thanks to the capacity.First,focused on the external environment of mobile medical service to analyze the current macroeconomic environment,demand and major competitors of mobile medical market by using model PEST.Meantime this paper dig the core-competitiveness by analyzing the internal resource and capacity according to the value chain theory.Finally by using the SWOT to analyze the advantagesand disadvantages,opportunities and threats of WX Company summed up the most suitable function difference differentiation,service differentiation,promotion differentiation strategy for WX Company and focus of private hospital market focus strategy.Furthermore this paper offered some suggestions for the effective implementation of WX Company's competitive strategy.