Research On Marketing Strategy Of The Information Service Of ZX Company's Teratogenic Factor Database

The advent of the Mobile Internet era has broken the space-time limitation of information dissemination,made the information exchange and online payment convenient and fast,and hastened the birth of paid knowledge dissemination.Various knowledge payment modes are in the ascendant,which promotes the development of online knowledge economy-collecting,screening and collating knowledge information scientifically and rigorously,and disseminating knowledge information through application programs.This online knowledge economy has promoted the innovation of science and technology and accelerated the dissemination and application of scientific and technological knowledge.All walks of life are trying to innovate various forms and contents of paid knowledge dissemination services.Products for doctors to provide paid medical knowledge and counseling services came into being.This product provides doctors with authoritative,comprehensive and up-to-date medical expertise and consulting services,which can improve their professional knowledge and medical skills.Breaking through the traditional medical information dissemination model,this product can make full use of the network for information sharing and communication and serve the public with limited high-quality medical resources.There is a significant difference in marketing between the new paid knowledge information service and the physical product.Therefore,the research on the target users' requirements and suitable marketing strategy for paid knowledge information service is of practical significance for information service enterprises to embrace the internet economy and enhance their management level,as well as to promote the upgrading and renewal of China's industry.At present,the market demand of paid information service based on the Internet is diversified.There are many kinds of products to meet the needs of users,covering a wide range of areas.Among them,the paid professional knowledge and information services to meet the needs of small groups,with strong pertinence,are welcomed by the service object.At the same time,there is a large profit margin in the field of industry segmentation,which is one of the development directions of paid knowledge services.ZX Company aims at the market of a subdivision of the medical departments-Gynecology and Obstetrics.It is committed to providing the medical workers with maternity medical database,sharing the latest and authoritative professional medical knowledge,building a scientific information service platform for birth defects with the functions of information inquiry,information sharing and continuing education etc.,to meet the professional and personalized needs of the service users.Taking ZX Company as the research object,this thesis emphatically analyses the marketing status and environment of “Teratogenic Factor Database” with the theory of service marketing,clarifies the advantages and disadvantages of the company,and analyses the deficiencies in the existing model of the company and puts forward feasible optimization strategies.This thesis adopts the methods of literature research,questionnaire survey and comparative research to study the subject.Drawing lessons from the research results at home and abroad,this thesis uses PEST model to analyze the macro-environment of ZX Company from three aspects: knowledge payment field,Internet medical industry and competitors.The SWOT model is also used to analyze the strengths and weaknesses,opportunities and threats of ZX Company.Then,based on STP and 7P theories,this thesis analyses the strategy and marketing status of the company,and then combines the results of the questionnaire survey to analyze the major problems the company is facing at present: single profit model,imperfect products,insufficient product promotion,lack of product authority and credibility.At last,combined with the previous analysis,the thesis puts forward some optimization suggestions for ZX Company based on service marketing theory,questionnaire survey and environmental analysis.With the upgrading of China's industry,the proportion of services in the economy is increasing and the economy of Internet plus is developing vigorously.This thesis,by narrowing the scope of research,locking the research object,and studying on the marketing case of ZX Company which provides paid knowledge and consulting services based on the Internet,is aiming to provide the optimization suggestions for the development of the company,explore the development ideas of the paid medical information industry the company belongs to,and promote the sustainable and healthy development of this industry.