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论文编号：	13837
作者编号：	2320200443
上传时间：	2023/5/31 22:59:24
中文题目：	丁香医生平台的互动式整合营销传播策略优化研究
英文题目：	Research on the Optimization of Interactive Integrated Marketing Communications Strategy of Doctor Dingxiang
指导老师：	申光龍
中文关键字：	丁香医生;健康消费;互动式整合营销传播;利益相关者管理
英文关键字：	Dingxiang Doctor;Health consumption;Interactive Integrated Marketing Communications;Stakeholder Management
中文摘要：	信息网络飞速发展，商业和营销传播模式不断变化，传统营销传播理论已无法满足企业需求，互动式整合营销传播理论则为企业品牌营销提供了全新思路。20世纪80年代，唐·舒尔茨等学者开创性提出整合营销传播理论，南开大学商学院申光龍教授将二十余年的理论研究和企业实践总结提炼，基于利益相关者管理角度打造出一套实效的整合营销传播管理模式，为众多企业推崇。 互联网迅猛发展催生全新医疗服务业态，科技的进步成熟使在线医疗服务更加智能化。此外，国家对互联网医疗的政策扶持，助力行业驶上快车道。在新冠疫情影响下，国人健康消费观念逐渐转变，在线购药、远程问诊需求呈爆发式增长，随之中国互联网医疗行业迎来全新发展契机。如今，互联网医疗行业已进入史无前例的黄金时代，赛道内涌现一批优质的互联网医疗平台，如阿里健康、好大夫在线等。这些平台为用户提供在线问诊、电子处方等多种形式的医疗服务，极大程度上提高患者就医效率，缓解线下医院接诊压力。丁香医生在为用户提供上述服务的同时，把关注点更多地转向如何构建健康生活方式。丁香医生还在新媒体平台上进行了广泛且精深的布局，进而实现知识付费和商业变现。此外丁香医生还上线了自有电商平台，实现多渠道商业变现。 面对发展热潮，丁香医生如何保持竞争优势，探索商业化的全新可能，值得进一步思考研究。本研究的研究范围主要包含丁香医生及其主要利益相关者，即丁香医生全平台的用户、供应商、合作媒体。本研究通过文献分析法、案例分析法和对比分析法，使用新媒体营销、内容营销、互动式整合营销传播等理论，从利益相关者管理、数据库管理和互动媒体管理等方面出发，对丁香医生的整合营销传播策略现状进行了分析，并为该平台的互动式整合营销传播和商业变现业务提供了优化与实施方案，也为其他互联网医疗平台提供了可参考的互动整合营销传播策略。
英文摘要：	With the rapid development of information network and the constant change of business and marketing communication mode, traditional marketing communication theory can no longer meet the needs of enterprises. Interactive integrated marketing communication theory provides a new idea for enterprise brand marketing. In the 1980s, Don Schultz and other scholars pioneered the integrated marketing communication theory, and Professor Kwang-Yong Shin of Nankai University Business School summarized and refined more than 20 years of theoretical research and business practice. Based on the stakeholder management perspective, he created a set of effective integrated marketing communication management model, which is respected by many enterprises. The rapid development of mobile Internet has given birth to a new medical and health service industry. 5G, artificial intelligence and other technologies have matured, making online medical services more humane and intelligent. In addition, the national policy support for Internet healthcare has helped the industry to drive on the fast track. Under the influence of the new pneumonia epidemic, the country's health consumption concept is gradually changing, and the demand for online medicine purchase and remote consultation is exploding, which then ushers in a new development opportunity for China's Internet medical industry. Today, the Internet medical industry has entered an unprecedented golden era, with a number of high-quality Internet medical companies emerging in the track, such as Ali Health, Chunyu Doctor, Good Doctor Online, etc. These platforms provide users with various forms of medical services such as online consultation and e-prescriptions, which greatly improve the efficiency of patient access and ease the pressure on offline hospitals. Unlike most Internet medical platforms, Dingxiang Doctor provides users with these services while focusing more on how to build a healthy lifestyle. At the same time, Dingxiang Doctor has also made an extensive and profound layout on new media platforms to realize knowledge payment and commercial realization. In addition, Dingxiang Doctor has also launched its own e-commerce platform to realize multi-channel commercial realization of the brand. In the face of the development boom, it is worthwhile to further thin and study how Dingxiang Doctor can maintain its competitive advantage and explore new possibilities of commercialization. The scope of this study mainly includes Dingxiang Doctor and its main stakeholders, namely the users, suppliers, and cooperative media of the whole platform of Dingxiang Doctor. Through literature analysis, case study and comparative analysis, this study uses theories of new media marketing, content marketing and interactive integrated marketing communication to analyze the current situation of Dingxiang Doctor's integrated marketing communication strategy in terms of stakeholder management, database management and interactive media management, and provides an optimization and implementation plan for the platform's interactive integrated marketing communication and commercial realization business. It also provides a reference interactive integrated marketing communication strategy for other Internet medical platforms.
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