Research On The Optimization Marketing Strategy Of Health-Management Service Of B Company

With the rapid development of economy and living standard, people pay more attention to the quality of life. And the related medical health industry especially health management service has also attracted more and more attention. China’s population size continues to increase, and the population structure is aging, so that the depth and breadth of people’s demand for health care has changed a lot. Relevant data shows that medical health expenditure of China has become the third largest consumer spending after food and education. However, the health management service industry in China is facing many problems during the rapid development. Industrial upgrading, product upgrading and market upgrading has become the new focus of health management service industry.This case is about the marketing strategy of the health service management of B Company. It uses PEST model and Porter’s five forces model method to analyze external environment and internal environment, and then uses SWOT inductive analysis to sum up the advantage and opportunity of B Company by concept innovation, system innovation, product innovation, and find out the company’s weaknesses and the challenges. Through the SWOT matrix B Company should choose differentiation competitive strategy to create its own brand to deal with the problems and challenges, and then find suitable marketing strategies to B Company.