Research On Marketing Strategy Of BR TCM Internet Medical Platform

With the huge increase in residents’ demand for medical resources,the problem of medical resources in China has become increasingly prominent.The emergence of Internet medical care has solved a large number of problems in the current national medical system,and thus Internet medical care has become a new medical development model guided and supported by the state.Internet medical enterprises have sprung up in large numbers in the market,like mushrooms after rain.BR TCM platform is one of them.After years of development,"BR TCM" has begun to take shape in the online consultation industry of TCM,and its marketing model is representative in the industry,so this paper takes "BR TCM" as the research object.Firstly,this paper uses PEST theory model to analyze the macro environment such as politics,law,social economy,social culture and technology in which BR TCM platform is located.Secondly,the industry environment of BR TCM platform is deeply analyzed by five forces model.Thirdly,based on 4C theory,this paper analyzes the current marketing strategy and current situation of the company of BR TCM platform,and investigates the platform doctors and patient users by means of interviews and questionnaires.Secondly,combined with the above macro-environment analysis results,industry environment analysis results,internal marketing environment analysis results and research and recovery data analysis of BR TCM platform,it is concluded that BR TCM platform is difficult to meet the needs of users,the user’s monetary cost is high,the application convenience is low,and the communication between the platform and users is not in place.Finally,according to STP theory and 4C theory,the paper puts forward some suggestions to improve the platform marketing strategy,so as to improve its business performance,increase profit margin and further develop the company in the highly competitive market.In addition,it can also provide reference for other similar developing Internet medical platforms of TCM,so that they can formulate effective marketing strategies to help enterprises develop.