伴随着数字时代的全面到来,互联网与移动应用改变了人们工作、生活、娱乐、学

习的方式,也对消费者的行为模式产生着重大的影响。消费者在做购买决定的过程中,

开始采用数字技术获得信息并做出决定,这从根本上改变了消费者进行购买决定的方式,

使得企业需要幵始采用数字技术平台开展营销,以适应数字时代的需求。

二十一世纪是一个以数字化经济为代表的新经济时代,数字营销的创新与实施影响

着营销的进程与发展,奔驰、宝洁、GE、飞利浦等众多财富500强企业都已经开始通过

数字营销来推广品牌与拓展市场,数字营销开始逐步进入许多企业的营销战略核心层面。

本文旨在通过分析数字营销的特点与优势,结合对医疗健康欧亿·体育（中国）有限公司特点的分析,讨论

在健康管理市场推行数字营销将产生积极的效果。本文基于此论点,在从事健康管理的

Z公司推行数字营销,通过实际的市场行为证实了本文的研究观点。

本文通过理论分析与实践应用,证实数字营销可充分应用于医疗健康欧亿·体育（中国）有限公司,尤其是

健康管理领域,这是对数字营销理论与实践的有益补充,也为以新的数字技术推动医疗

健康欧亿·体育（中国）有限公司的发展起了积极的作用。

关键词:数字营销;网络营销;健康管理;医疗

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华东理工大学硕士学位论文

The Research of Strategy for Digital Marketing、Practical Applications in

Healthcare Industry

The Case Study of Z Company

Abstract

With the arrival of the digital age, the Internet and mobile applications have changed the

way people work, live,play and learn, also play a significant role in impacting consumer's

behavior pattern. Consumers begin to use digital technology to obtain information for making

purchasing decisions, which changed the way consumers make purchasing decision

fundamentally. It makes companies start to use digital technology platform for marketing,in

order to adapt to the needs of digital age.

The 21st century is a new economic era as the representative of the digital economy, and

the innovation and implementation of digital marketing affect the application and

development of marketing. Mercedes-Benz, Procter & Gamble, GE, Philips, as well as other

numerous Fortune 500 companies, have already started coming through digital marketing to

promote the brand and to expand the market, and digital marketing began to be the main part

of marketing strategy gradually for many companies.

This paper try to analyze the characteristics and advantages of digital marketing, and the

industry characteristics of the healthcare industry, to discuss the positive effect with

implementing digital marketing in the health management market. Based on this argument,

digital marketing has been carried out in Z company, a health management companies, to

confirm this argument by actual market behavior.

This paper proved that digital marketing can be fully applied to healthcare industry,

especially in health management field by theoretical analysis and practical application, which

is usefiil to digital marketing theory and practice. It also could play a positive role in

promoting healthcare industry development by new digital technologies.

Keywords: Digital Marketing; Network Marketing; Health Management; Medical