Research On The Competitive Strategy Of Digital Healthcare New Media Business Of Healthcare In China Co.,Ltd.

The concept of "digital healthcare " is derived from the integration of information technology with hospital management and medical and health service concept.Around "digital healthcare ",new digital healthcare media focusing on production,learning,research and application in the field of healthcare have emerged.Beijing Healthcare in China Information Technology Co.,Ltd.（here in after referred to as "Healthcare in China Co.,Ltd."）as a media cultural and creative company established in 2012 and focusing on the big healthcare industry,has paid attention to diversified development since its inception.Entering the 2020,at the same time influenced by industry policies and COVID-19,the company is facing fierce competition,rising labor costs and weak business growth.Based on the demand of the company’s total business and sales growth,the establishment and development of digital healthcare new media business on the basis of relevant diversified businesses,so as to maintain the company’s overall industry position in the field of big healthcare and improve the company’s brand image,has become a subject that the company must face and study in the new era.In the strategic analysis part of this paper,PEST,CPM,BCG,Porter’s five forces model and other tools are used to analyze the macro,meso and micro environment of Healthcare in China Co.,Ltd.’s digital healthcare new media business,and BCG matrix is used to evaluate the matching of products,market growth rate and relative market position,so as to confirm the external opportunities（O）faced by digital medical new media business And threats（T）,internal strengths（S）and weaknesses（W）.both quantitative and qualitative methods were used in the study,in the information input stage,EFE matrix is used to analyze the key external factors of digital healthcare new media business,so as to quantify external O and T.The weighted score is 3.25,indicating that O is greater than T;The IFE matrix is used to analyze the key internal factors of the business to quantify the internal S and W,and the weighted score is 3.12,indicating that S is greater than W;In the information matching stage,SWOT matrix is used to analyze the combination of O,T,S and W to determine the alternative strategy;Apply QSPM matrix to select alternative strategies to determine that the business should adopt "differentiated competitive strategy".To make sure the implementation of "differentiated competition strategy" of healthcare medical new media business of Healthcare in China Co.,Ltd.,four differentiated implementation measures such as service,product,brand and channel are put forward;Put forward the implementation guarantee measures of five functional strategies: marketing management,research and development management,production quality management,brand strategy management and human resource management;Use performance evaluation as a dynamic risk control measure for strategy implementation.The implementation of the above measures will help the digital healthcare new media business maintain a sustainable leading industry position.