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本文通过对北京医保通科技发展有限公司营销推广现状进行深入分析和研
究，结合互联网医疗的实际发展情况分析并找出了“医保通”现有营销策略存在
的问题和缺陷，并对这些问题进行了深入分析；通过结合了部分国内外同行的营
销战略及推广计划，提出了具有可借鉴和可操作性的营销策略及战略，以期提供
一条符合互联网行业特征的市场、营销及推广渠道的路径，对此后进一步扩展医
疗大数据、政企合作及金融衍生品业务的发展途径具有根本性的指导意义和重要
的参考价值
关键词：互联网医疗；医疗大数据；营销策略；精准营销吉林大学硕士学位论文
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ABSTRACT
With the rapid development of information science and technology, in recent
years, Internet + this concept has also attracted more and more social concern.
Internet + as a whole contains the Internet, mobile Internet, Internet of things, cloud
computing and large data, such as a set of information technology, and was applied to
all industries in the community, and showing a continuous integration between
industries, business innovation And the diversification of the development of good
momentum. In today&39;s country to vigorously promote and encourage the promotion of
Internet + policy background, Internet + medical this emerging industry has a
large number of enterprises with their own characteristics, these enterprises in the
medical environment, new drug research and development, medical data, Personal
rehabilitation monitoring and personalized patient diagnosis and treatment areas such
as the development, layout and promotion. This emerging Internet business model, the
capital for these Internet companies with rapid expansion of the demand, enterprises
in the initial stage of financing, usually its main business direction for the brand
marketing and mobile client APP application promotion, To attract more customer
resources and the fastest speed to occupy a higher market position. However, this is
the Internet business in the actual operation of the risk of one of the process, if the
process can not better control the cost of brand marketing and marketing, then the
enterprise further market expansion plans and market valuation will have a
fundamental impact, so this risk will also promote the Internet companies
continue their own brand positioning, brand image and the overall marketing strategy
to explore.
This paper analyzes and studies the present situation of marketing promotion of
Beijing Medical Insurance Technology Development Co., Ltd., analyzes and realizes
the problems and shortcomings of the existing marketing strategy of medical
insurance, and analyzes the problems of these problems This paper puts forward a
marketing strategy and strategy which can be used for reference and operability byABSTRACT
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combining some domestic and foreign counterparts&39; marketing strategy and promotion
plan. In order to provide a market, marketing and promotion channel which conforms
to the characteristics of the Internet industry, To further expand the medical data,
government-enterprise cooperation and financial derivatives business development
approach has a fundamental guiding significance and an important reference value.
Keywords: Internet medical; medical large data; marketing strategy; precision
marketing吉林大学硕士学位论文
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目 录
摘要......I
ABSTRACT.........II
第 1 章 绪论.......1
1.1 研究背景与研究意义1
1.1.1 研究背景 .........1
1.1.2 研究意义 .........2
1.2 研究内容与研究方法2
1.2.1 研究内容 .........2
1.2.2 研究方法 .........3
1.3 论文技术路线图 ........4
第 2 章 相关概念及理论..........5
2.1 互联网医疗及医疗大数据的相关概念.......5
2.1.1 互联网医疗的概念及应用分类........5
2.1.2 医疗大数据的概念及应用类别........5
2.2 营销相关理论.8
2.2.1 4P 理论 8
2.2.2 唐·舒尔茨 4C 与 4R 理论.....9
2.2.3 结合二八定律及长尾理论. 10
2.2.4 网络整合营销（4I）.......... 12
2.3 互联网营销方式 ..... 14
第 3 章 “医保通”互联网医疗平台市场营销策略现状 15目 录
V
3.1 公司情况简介.......... 15
3.2 “医保通”总体市场布局. 15
3.3 “医保通”市场分析......... 16
3.3.1 “医保通”营运环境分析. 16
3.3.2 “医保通”用户偏好及消费倾向分析 .... 18
3.3.3 “医保通”市场潜力分析. 19
3.3.4 “医保通”市场定位分析. 20
3.3.5 未来市场趋势预测（线性回归分析） .... 21
3.4 “医保通”互联网医疗平台市场营销
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