Marketing Strategy Analysis Of IMC Company

The goal of health services is to maintain and promote people’s physical and mental health,including medical services,health management and promotion,health insurance and related services.Today,aging in China has become increasingly prominent,family health care service as a service market segment,which is important for dealing with aging population and the changes in industry structure.In this paper,based on the present health care system and the development status of pension industry,we used views of existed documents,the statistical data of the market of domestic and overseas pension industry and the company of Micro Health Services(iMC),strategic thinking,combining case studies,internship experience and other related methods.On the basis of the domestic and foreign pension service industry development status and practical experience,we analyzed the effect of the strategy of iMC.In the end,in order to explore a suitable model for Chinese home care markets,we summarized the enlightenments of the micro health services.This thesis summarizes the current situation and development trend of domestic and foreign pension industry.We used PEST analysis as a model to analyze the market condition and macro-background of the pension industry through four elements,including political(P,Political System),the economy(E,Economic),society(S,Social),technology(T,Technological).By demand situation elderly services market and the market supply situation in China,we summed that there is a huge market space in older industries which clarifies the market position of iMC,and analyzes iMC companies’ advantages,weaknesses,opportunities and threats in the pension services market.Based on the analysis of the iMC company’s macro-market and industry market in combination of the study of iMC company’s service model,business model and development route,we preliminarily dissected the services of iMC company’s health information management,full accompany clinic services,home care and other health services.We studied value of the "semi-familiar" business model in the health services to state iMC value proposition,positioning the consumer target groups,distribution channels,core competencies and business logic.We propose the "R-V-R" advance market strategy,and evaluate the influences of the "R-V-R" market strategy in the two years from three aspects including the performance evaluation,environmental monitoring and remediation actions,which noted iMC company’s strengths and weaknesses in the market development strategy and proposed adjustment means and methods.In the end,we are looking forward to the prospect of iMC company’s future development,which will provide a referable model for the Chinese small and micro health services.