康年公司数字服务平台中国市场营销策略研究

发布时间：2018-11-19 10:12

【摘要】：康年公司作为一家数字健康服务企业,希望将国外成熟的健康管理理念引入中国。国外成熟的健康管理服务经验告诉我们,健康管理不仅可以产生巨大的社会效益,还可以产生巨大的经济效益。论文对健康管理服务行业发展史做了简单陈述,对国内、国外健康管理服务行业的情况进行了详细介绍。在指出当前我国与其他国家在健康管理方面不足的同时,又指出健康管理服务在中国的巨大发展前景。在对康年公司的背景资料、发展规划、产品介绍等进行详细介绍后,通过SWOT分析工具对康年公司进行全面分析,指出了康年公司在中国推广健康管理服务存在的各种潜在风险。最后,论文以市场营销理论为主要依据,同时结合了其他多门工商管理专业所学到的专业课程知识,研究并制定了康年公司的市场营销策略及其推广方案。在中国,健康管理产业是一个新兴行业,还存在着各种不确定性,康年公司也是在摸索中前进,经过将近两年的公司运作,总结了一些经验与教训。本文的研究成果,将对康年公司的市场营销具有借鉴意义。
[Abstract]:As a digital health service company, Kangnian Company hopes to introduce the mature concept of health management into China. The mature experience of health management service abroad tells us that health management can not only produce great social benefits, but also produce huge economic benefits. The development history of health management service industry is briefly described in this paper, and the situation of health management service industry at home and abroad is introduced in detail. This paper points out the deficiency of health management in our country and other countries, and at the same time, points out the great development prospect of health management service in China. After introducing the background information, development plan and product introduction of Kangnian Company in detail, this paper makes a comprehensive analysis of Kangnian Company by means of SWOT analysis tool, and points out the potential risks of Kangnian Company in promoting health management service in China. Finally, based on the marketing theory and other professional courses, this paper studies and formulates the marketing strategy and promotion plan of Kangnian Company. In China, the health management industry is a new industry, there are still a variety of uncertainties, Kangnian Company is also in the groping forward, after nearly two years of corporate operation, summed up some experiences and lessons. The research results of this paper will be helpful to the marketing of Kangnian Company.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

【共引文献】