Research On Internet Medical Marketing Strategy Of Company Hainan A

Against the backdrop that domestic market economy has been developing at a high speed,people's living standard has been improved quickly while people have attached greater importance to their family members' and their own health conditions.In addition,demands and value degree of people from different social strata for health also show many differences.Under such a precondition that our country vigorously popularizes the hierarchical diagnosis,people have appeared to embrace individualized,diverse and characteristic demands for health.Providing a full periodic service for disease from the angles of disease prediction,daily health care,illness consultation,regulation after the illness and recovering after the illness is the main service content of the internet medical products of A company.The company s scale of service object has been expanded by resorting to "Internet Plus" platform as a way to improve the service quality of the company.Moreover,it is fundamental for the development and existence of an internet medical company to attract more customer resources and quickly occupy the target market.This paper firstly uses the PEST method to analyze the feasibility of the medical products of A company from a macro prospective.One method to deal with problems exist in domestic medical care industry is to determine to develop the internet medical products from angles of economy,society,politics and technology.Secondly,the SWOT analytical method is used to analyze the advantages and disadvantages,opportunities and threats faced by the internet medical products of A company from such aspects as the current status of company and market environment,which is a way to determine the development direction of the company's products.In addition,using STP theory to analyze the target market by combining with the characteristics of the company's products,this paper puts forward that the brand strategy,service paramount strategy and differentiated market segmentation strategy can be made as the guiding strategies for the market strategy making.At the end,this paper,based on fully investigating and surveying customer demand,has improved the company products' service content and cost system with the help of 4C model and also comes up with proper suggestions on improving the convenience of APP using and establishing a communication channel between customers and company in a comprehensive way.Moreover,this paper uses 4P model to design corresponding channel strategy,price strategy and promotion strategy and it also devotes its efforts to look for specific methods and measures matched with it.That is how it can rapidly improve the market position and core competitiveness of the internet medical care of A company in the target market.