Research On New Media Marketing Strategies Of "JD Health" Internet Medical Platform

In recent years,the Internet medical industry has developed rapidly,and many large Internet medical platforms such as "JD Health" and "Ali Health" have emerged,and also the market competition is very fierce.New media marketing has become the basic means of marketing strategies for internet medical companies.To formulate and implement marketing strategies to ensure the accuracy of new media marketing strategies is the proper way of maintaining a competitive advantage,this is worthwile studing.This paper firstly view the literature,and then use 7P and 4I theories to guide,use "Porter’s Five Forces Model" and SWOT to analyze.The main content consists four parts:(1)Theoretical basis and literature review part.A brief introduction to new media marketing,Internet medical platform,4I theory,and 7P theory;the second half of the paper reviews the current research status of new media marketing,the marketing research of Internet medical platforms,and the marketing research of domestic Internet medical platforms such as JD Health.(2)Analysis of the marketing environment of the "JD Health" platform.Firstly,it introduces the basic information,main business and operation mode of the "JD Health" platform;secondly,using the "Porter’s Five Forces Model" and SWOT tools to analyze the platform’s marketing environment and competitive environment,and optimize the design of the follow-up new media marketing strategy Provide premise and basis.(3)The new media marketing strategy analysis part of the "JD Health" platform.Analyze the current new media marketing strategies of the platform’s main business,and carry out new media marketing market surveys.From the dimensions of platform new media marketing products,prices,channels,personnel,service processes,after-sales and logistics,and three-dimensional tangible elements,combined with questionnaire surveys Data,in-depth analysis of the current situation and main problems of new media marketing strategies.(4)The design part of the new media marketing strategy optimization plan of the "JD Health" platform.Based on the principle of 4I theory,and closely combined with the existing problems in platform new media marketing,it proposes 7 optimization schemes for innovative products,integrating marketing channels,strengthening price coordination,strengthening personnel training,upgrading service experience,strengthening after-sales service,and optimizing tangible elements.Finally,the basic research conclusion is drawn: the new media marketing of the "JD Health" platform has certain advantages,but there are still shortcomings,and the comprehensive strength lags behind the advanced level in the industry.The platform should learn from the advanced experience of the industry,fully consider the needs of consumers,closely combine the 4I principles,optimize and upgrade the marketing strategy links such as products,prices,channels,personnel,service processes,after-sales and logistics,and three-dimensional tangible elements of the main business,and strengthen marketing.Making combined strategies to enhance the core competitiveness of new media marketing to build professional brand.