The Design And Marketing Strategies Of China Mobile’s Mobile Health Chronic Disease Management Products

As China’s economic and social development and the aging of the population, the people’s growing demand for health care and lack of medical resources in our society have become increasingly prominent. Mobile health management devices used for remote medical services will become a new form of health care services, and the consumer sites of health care will also be distributed to other medical institutions such as health centers or family and other places."2012-2013Annual Report of China Mobile healthcare market," shows that in2012China wearable portable mobile medical equipment market reached420million yuan, is expected to2015the market size of more than10billion yuan.Although the development of mobile health is the trend, but as a freshman affairs, different users because of their age, income, education level, etc., there may be varying degrees of security concerns for privacy, the operation inconvenient to use, cost concerns on various issues in product design and business promotion in the process, for different user needs different products designed to provide customers with the most needed products and services that will help the development of products and services.This paper aims to provide a basis for developing to meet consumer demand for mobile health product design, marketing, services, and to research in connection with the target user group of the mobile health products and services. The article reviews the theory of marketing and consumer behavior theory, and describes the basic concepts of the mobile health products and others. Then using PEST analysis method At the macro, to analysis the Chinese mobile development environment of the health industry. At the micro designing the questionnaire based on the consumer behavior and external factors, and taking SPSS software for statistical analysis of the surveying data, and analyzing of the behavioral characteristics of the consumer health products selected.Based on the result of A large number of analysis, this paper will develop the appropriate marketing strategies about4Cs for China Mobile chronic disease management products, and provide the decision-making for the marketing and designing.