Research On Ping An Healthcare Marketing Strategy Under The Background Of "Internet Plus"

With the gradual improvement of the living standard of our residents,the problems of traditional medical care are gradually exposed,such as the unbalanced allocation of high-quality medical resources,the tedious process of patient access,the resistance to the implementation of graded treatment and the imperfect medical supervision system are affecting the quality of medical health of our people.While the reality of China’s social public health services can no longer meet the actual needs of the people for medical services.The rise of"Internet+" has injected new vitality into the development of medical and health care industry.Especially during the outbreak of the new pneumonia epidemic,the number of hospital patients saw a sharp drop,and the "Internet+Medical" industry showed vigorous vitality and changed patients’ medical habits,bringing opportunities for the development of internet medical care.However,the marketing strategy of medical services based on "Internet+" is still in the stage of continuous exploration,and some companies blindly invest in the internet medical service industry,which causes a passive situation in business operation,while some companies follow the policy and market changes,but still cannot achieve profitability.The outbreak of the epidemic has made enterprises see a broad market prospect,but by studying the operation of some enterprises,it can be seen that there are shortcomings in the medical marketing strategy based on "Internet+".How to develop a marketing strategy that is beneficial to the development of enterprises has become an urgent problem for internet medical service enterprises.At present,there are more theoretical studies on the marketing strategies of medical services under the background of "Internet+",but fewer studies on specific cases.As a leader in the internet medical service industry,Ping An Healthcare has been involved in the mobile health business since its establishment,but it has not achieved the expected economic and social benefits and is a representative enterprise in this industry.This paper analyzes Ping An Healthcare’s internal and external environments,and analyzes Ping An Healthcare’s marketing strategy problems through a case study method,and finds that its problems include:significant homogenization of products and services,low product gross margins,narrow customer channels,and insufficient promotional efforts.The causes of the problems were found through analysis:slow development of product and service types,insufficient bargaining power,excessive reliance on Ping An Group for user channels,and low penetration of online and offline promotions.Based on the 4P theory of marketing strategy,we propose the following solutions to improve the marketing strategy of Ping An Healthcare:improve the product strategy of Ping An Healthcare,improve the value of Ping An Healthcare’s products and services,expand the range of user groups through multiple channels,and build a high quality marketing team.It is hoped that the targeted improvement countermeasures can provide a reference for Ping An Healthcare’s future marketing strategy,in order to provide reference for the future development of Chinese internet medical enterprises.