Research On Experience Marketing Strategy Of Internet Medical Enterprise "Chunyu Doctor"

The people’s desire of health has been continuously improved with the continuous development of China’s economy.However,the supply of medical services in China is inadequate with the aging of China’s population.To fill this shortage,the Internet medical industry came into being.However,the lack of active users and low user stickiness of Internet medical companies has become a major problem.It will lead to difficulties in corporate financing and make it difficult for companies to survive.Dr.Chunyu is no exception as an Internet medical enterprise.In order to solve the above problems,this thesis attempts to take experience marketing as the key to provide ideas for doctor Dr.Chunyu to attract more new users and monthly active users and enhance user stickiness.This thesis uses a questionnaire to find issues of Dr.Chunyu in sensory marketing,emotional marketing,cultural marketing,interactive marketing,and related marketing.Based on this that conducts a detailed analysis of Dr.Chunyu’s existing experience marketing models.It formulates a consistent experience marketing strategy system that enables it to survive from cruel competition.This thesis shows that Dr.Chunyu should improve its work.In sensory marketing,Dr.Chunyu performed poorly in page layout,color matching,and font use.In terms of emotional marketing,38% of users still have no change in mood.In cultural marketing,most users choose negative options.In terms of interactive marketing,about 46% of users are ignorant of Dr.Chunyu’s interactive activities.From the above information,it is not difficult to find that Dr.Chunyu needs to make great efforts in experience marketing.This thesis proposes optimization strategies for these problems.First of all,Sensory marketing should meet users’ needs in page design,color matching,and font use;Secondly,in terms of emotional marketing,it must take measures such as personalized services and incentives for medical services to give users a good emotional experience.In terms of cultural marketing,it should make good use of media tools and do a good job in cross-border marketing.In the aspect of interactive marketing,it should find a good focus to enliven the interaction of virtual space.In relation marketing,scene marketing and customized products should be done well.It is believed that Dr.Chunyu doctor experience marketing level can be improved through these measures.