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论文编号：	15884
作者编号：	2320234047
上传时间：	2025/12/12 0:27:53
中文题目：	J公司“医+药”服务闭环的营销策略优化研究
英文题目：	Research on Optimizing Marketing Strategies for Company J’s Healthcare–Pharmaceutical Closed-Loop Service
指导老师：	李凯
中文关键字：	“医+药”闭环；营销策略；营销策略优化；4P理论
英文关键字：	Healthcare-Pharmaceutical Closed-Loop; Marketing Strategy; Marketing Strategy Optimization; 4P theory
中文摘要：	随着“健康中国”战略的深入推进与数字经济的蓬勃发展，“互联网+医疗健康”行业已步入快车道，“医+药”一体化服务闭环成为平台型企业构筑核心竞争力的关键。然而，在此模式的实践中，众多平台普遍面临着医疗服务与药品零售两大业务协同不足、用户对平台医疗属性的信任建立困难、服务体验存在断点等共性营销挑战。 本研究以行业领军者J公司为研究对象，首先运用PEST分析、波特五力模型等工具剖析其宏观及行业环境，并基于4P营销理论框架，对其“医+药”服务营销策略现状进行系统梳理。在此基础上，采用问卷调查法（回收有效问卷201份）与深度访谈法相结合的混合研究方法，进行调研分析。研究发现，J公司当前营销策略存在五大核心问题：服务衔接不畅导致闭环体验存在断点；品牌认知失衡，用户“重药轻医”的感知固化；医疗服务质量标准化程度不足，专业信任有待强化；用户定位较为模糊，精准营销能力欠缺；以及关键环节存在信息壁垒，影响用户决策。 针对上述问题，本研究基于STP理论，提出J公司应从“快速的线上药房”向“以专业医疗为驱动、值得信赖的全周期健康管理平台”进行战略重塑。并以此为导向，构建了一套系统性的4P营销组合优化方案：在产品策略上，重构一体化服务产品包并推动医疗服务标准化；在价格策略上，实施分层定价并推广订阅制等创新模式；在渠道策略上，强化线上线下协同，拓展线下服务触点；在促销策略上，着力提升专业内容营销能力，并构建精准化、社交化的营销体系。为确保优化方案的有效落地，本研究还从组织架构、制度流程、资金投入、技术平台与人才队伍五个维度构建了全面的实施保障体系。本研究旨在为J公司提升“医+药”服务闭环的营销效能与核心竞争力提供一套可落地的优化路径，同时也能为同类型互联网医疗健康企业的营销实践提供有益借鉴。
英文摘要：	WWith the in-depth promotion of the “Healthy China” strategy and the vigorous development of the digital economy, the "Internet medical and health" industry has entered the fast lane, and the closed loop of “medicine” integrated services has become the key to building core competitiveness for platform-based enterprises. However, in the practice of this model, many platforms generally face common marketing challenges such as insufficient coordination between medical services and drug retail, difficulties in establishing users' trust in the platform's medical attributes, and breakpoints in service experience. This thesis takes the industry leader Company J as the research object, firstly uses PEST analysis, Porter's five forces model and other tools to analyze its macro and industry environment, and systematically sorts out the current situation of its “medical” service marketing strategy based on the 4P marketing theoretical framework. On this basis, a mixed research method combining questionnaire survey (201 valid questionnaires were collected) and in-depth interview method was used to conduct research and analysis. The thesis finds that there are five core problems in Company J's current marketing strategy: poor service connection leads to breakpoints in closed-loop experience; brand perception is imbalanced, and users' perception of "Over-medicated, under-doctored" is solidified; the standardization of medical service quality is insufficient, and professional trust needs to be strengthened; user positioning is relatively vague, and precision marketing ability is lacking; and there are information barriers in key links, affecting user decision-making. In response to the above problems, based on the STP theory, this thesis proposes that Company J should reshape its strategy from a "fast online pharmacy" to a “professional medical care-driven and trustworthy full-cycle health management platform”. Guided by this, a set of systematic 4P marketing portfolio optimization schemes has been constructed: in terms of product strategy, reconstruct the integrated service product package and promote the standardization of medical services; In terms of price strategy, implement hierarchical pricing and promote innovative models such as subscription system; In terms of channel strategy, strengthen online and offline collaboration and expand offline service touchpoints; In terms of promotion strategy, efforts are made to improve professional content marketing capabilities and build a precise and social marketing system. To ensure the effective implementation of the optimization plan, this thesis also constructs a comprehensive implementation guarantee system from five dimensions: organizational structure, institutional process, capital investment, technical platform and talent team. This thesis aims to provide a set of practical optimization paths for Company J to improve the marketing efficiency and core competitiveness of the closed-loop "medicine" service and can also provide useful reference for the marketing practice of similar Internet medical and health enterprises.
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