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论文编号：	15170
作者编号：	2320223891
上传时间：	2024/12/11 12:29:41
中文题目：	薄荷健康APP的数字营销策略研究
英文题目：	Research on the Digital Marketing Tactics of Boohee Health APP
指导老师：	任星耀教授
中文关键字：	薄荷健康APP；数字营销；肥胖/超重用户；饮食管理
英文关键字：	Boohee Health APP；Digital marketing; Obesity/overweight; Diet management
中文摘要：	在健康意识日益增强的今天，超重和肥胖问题已成为全球性的健康挑战，对个人的生活质量及社会经济造成了重大影响。随着移动互联网的普及，基于应用软件的健康管理工具应运而生，为超重/肥胖用户提供了便捷、个性化的饮食管理解决方案。本文以薄荷健康APP为例，深入探讨了其在数字营销领域的策略与实施，旨在为该领域的应用软件开发者提供理论参考与实践指导。肥胖和超重不仅影响个体的外貌自信，更与多种慢性疾病如糖尿病、心血管疾病等密切相关。传统的减肥方法往往因缺乏个性化、难以坚持而导致效果不佳。随着科技的进步，尤其是移动互联网技术的发展，健康类应用软件以其便捷性、互动性强的特点，逐渐成为超重/肥胖用户管理饮食、改善健康状况的新选择。其中，薄荷健康作为行业内的佼佼者，凭借其科学的饮食管理方案、丰富的用户数据和精准的营销策略，赢得了广泛的用户基础与市场认可。 本研究围绕薄荷健康APP的数字营销策略展开，通过综合运用STP战略（市场细分、目标市场选择、市场定位）与数字营销策略（识别、触达、关系、回报）理论，对薄荷健康APP的市场环境、用户需求、竞争态势进行了全面分析。首先，通过文献回顾与市场调研，梳理了数字营销的理论基础与实践框架；随后，对薄荷健康APP的发展现状、用户构成、使用习惯及市场需求进行了深入分析；进而，基于SWOT分析，明确了其优势、劣势、机会与威胁；最后，结合用户需求与数字化购买行为特征，制定了针对性的市场定位与营销组合策略，包括市场细分、目标市场选择、数字画像构建、智能信息推送、社群运营及个性化营养干预等。通过深入剖析薄荷健康APP的数字营销策略，本研究得出以下主要结论，一是满足个性化需求：薄荷健康要通过细致的市场细分，精准定位肥胖/超重的用户群体，结合用户的体重、年龄、性别、饮食习惯等信息，提供个性化的饮食管理方案，有效提升用户满意度与依从性。二是数字驱动，想要优化用户体验：就要借助大数据与人工智能技术，薄荷健康APP要对用户行为进行深度洞察与预测，通过智能信息推荐、个性化营养建议等方式，不断优化用户体验，从而能够增强用户粘性。三是做好社群运营，构建情感连接：通过建立用户社群，开展线上线下活动，增强用户之间的交流与互动，构建基于共同目标的情感连接，提升用户的品牌忠诚度与口碑传播力。四是多学科协作，提升服务品质：与医疗机构、营养师等多方合作，为用户提供全方位的健康管理服务，不仅要解决用户的饮食管理问题，还要促进多学科知识的融合与应用，提升服务的专业性与全面性。 综上所述薄荷健康APP要通过精准的市场定位、创新的数字营销策略、优化的用户体验以及多学科协作的服务模式，在超重/肥胖患者饮食管理领域占据领先地位才能在市场竞争中脱颖而出。本研究不仅为薄荷健康APP的未来发展提供了理论支持与实践指导，也为同类应用软件的开发与运营提供宝贵的借鉴与启示。
英文摘要：	In today's increasing health awareness, obesity and overweight have become a global health challenge, with a significant impact on people's quality of life and social economy. With the popularity of the mobile Internet, internet applications-based health management tools have emerged, providing convenient and personalized dietary management solutions for obese / overweight patients. Taking Boohee Health APP as an example, this paper deeply discusses its strategy and implementation in the field of digital marketing, aiming to provide theoretical reference and practical guidance for internet applications developers in this field. Obesity and overweight not only affect an individual's Appearance confidence, but also are closely related to a variety of chronic diseases such as diabetes and cardiovascular diseases. Traditional weight loss methods often suffer from a lack of individuation and difficulty to persist. With the progress of science and technology, especially the development of mobile Internet technology, health internet applications have gradually become a new choice for obese / overweight patients to manage their diet and improve their health status. Among them, Mint Health, as a leader in the industry, has won a wide user base and market recognition with its scientific diet management program, rich user data and accurate marketing strategy. This research focuses on the digital marketing strategy of Boohee Health APP. Through the comprehensive use of STP strategy (market segmentation, target market selection, market positioning) and digital marketing tactics（Recognize, Reach, Relationship, Return）, the market environment, user demand and competition situation of Mint Health are comprehensively analyzed. Firstly, through literature review and market research, the theoretical basis and framework of digital marketing, the development status, user composition, usage habits and market demand of Boohee Health APP; then, based on SWOT analysis, the advantages, disadvantages, opportunities and threats, the market positioning and marketing combination strategy, including market segmentation, target market selection, digital portrait construction, intelligent information push, community operation and personalized nutrition intervention. Through in-depth analysis of Boohee Health APP digital marketing strategy, the following main conclusion, one is to meet the personalized demand: Boohee Health APP through detailed market segmentation, accurate positioning obesity/ overweight patients, combined with the user's weight, age, gender, eating habits and other information, provide personalized diet management scheme, effectively improve the user satisfaction and compliance. Second, digital drive, optimize user experience: With the help of big data and artificial intelligence technology, Boohee Health APP realizes in-depth insight and prediction of user behavior, and continuously optimizes user experience through intelligent information recommendation, personalized nutrition suggestions and other ways, and enhances user engagement. Third, community operation and emotional connection: Through the establishment of user community and online and offline activities, the communication and interaction between users are enhanced, the emotional connection based on common goals is constructed, and users' brand loyalty and word of mouth communication are enhanced. Fourth, multi-disciplinary cooperation to improve service quality: we cooperate with medical institutions, nutritionists and other parties to provide users with a full range of health management services, which not only solves the problem of food management for users, but also promotes the integration and application of multi-disciplinary knowledge, and improves the professionalism and comprehensiveness of the service. As a result, the Boohee Health APP has successfully taken a leading position in the diet management of obese/overweight patients through precise market positioning, innovative digital marketing strategies, optimized user experience, and a multidisciplinary collaborative service model. This study not only provides theoretical support and practical guidance for the future development of Boohee Health APP, but also provides valuable reference and inspiration for the development and operation of internet applications.
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