Marketing And Communicating Plans For A Remote Generation Health Management Platform Of Yiyang

"Yiyang", the remote generation health management platform, is a new type of mobile phone software in health management area. Under the support of big data mining technology, this platform will provide the function of personal health database to achieve the goal of health management in personal life cycle. Sons and daughters can master the health status of their parents and access to professional medical advice for the disease through the platform at any time. And their parents can also receive remote generational health management and emotional care. Although "Yiyang" has seized the current social demand of generational health management, it still has a series of problems in the process of popularization, such as weak user base, homogeneous product variety, fierce market competition and so on.In order to solve the above communication difficulties, this project aims at the following aspects:analyzing status of mobile medical industry, development trend of competitive products and the target markets and consumers of "Yiyang". According to the analysis results and market situation, this project will design a set of marketing communication plans for "Yiyang". Cultural marketing strategy is the core of this project. In addition, endorsement strategy, viral marketing strategy and microblogging marketing strategy are also used. By the means of shooting live videos, writing jokes, advertising on the papers and network, and launching a series of online and offline activities to increase software downloads and retention rates, to improve the visibility and develop fixed target users.