Case Study On Digital Marketing App Development For G Pharmaceutical Company

We are in the digital age,the rapid development of Internet and the wide application of mobile Internet,computer software,mobile applications and digital products such as digital content has penetrated or deep into every aspect of our lives.Facing challenges,digital transformation has become one of the strategies of traditional enterprises under the digital economic new types of business.In order to achieve the digital transition or enhance their ability of digital,many companies often carry out software research and development project to implement digital products to meet business needs based on their ability of information technology,or by purchasing third-party services.Software research and development,however,are usually with high cost,long development,complex process,and sometimes the output is uncertainty.How to ensure the smooth conduction of the digital product research and development project which is targeted to meet the demand of enterprise,is worth our study and learning.G is one of the world's leading pharmaceutical companies on the basis of research and development with strong heritage,it devotes to making medicines,providing innovative medical and health care solutions.Since G entered China,it strives to expand business in China and is committed to become the strategic partner in the field of health care in China.At present G has formed the business chain structure from research and development,production to commercial operation in China.Like most multinational pharmaceutical companies,G was facing the same challenges in China market,adhering to its innovative spirit and information technology driven business innovation approach,it started to invest in transforming its marketing from traditional to a new level by implementing digital marketing in business.This paper consists of five chapters,first of all this paper introduced the background,significance,and the way of research;Then,as a study case,this paper reviewed the research and development project of implementation of the digital marketing mobile app,the processes covers project initialization,product definition,design,development and operation.Thereafter,this paper summarized the major issues or challenges occurred in the case and conducted analysis on the issues.At last,this paper conducted discussion on application of marketing research,UX design and usability testing,Internet Thinking in the digital product research and development project with personal recommendations based on the study and understanding.Hopefully the study could be meaningful to the enterprises who are conducting digital transformation in China.