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Exploring Optimal Solutions for the Promotionof Telemedicine in China
Halmstad University. (International marketing student 2015)
Halmstad University, School of Business, Engineering and Science. (Internation marketing student 2015)
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesisAlternative title
探寻移动医疗在中国的最佳推广方案 (Chinese)
Abstract [en]

Purpose: The purpose of this thesis is to examine the best means for telemedicine promotionin China and figure out the proper way to improve the existing telemedicine promotionprocess and dig out the better way of telemedicine promotion to solve the health care problemin China.Methodology: The research question is focusing on the best way to promote telemedicine inChina and finding a solution to solve the difficulties in China. Channels and tools arehighlighted as a solution to the research question. To fully understand channels and tools,both quantitive and qualitative research are carried out. It means that authors apply mixmethods research. The questionnaire is employed as a quantitative method and a qualitativeinterview is applied as a qualitative method.Findings: There are three channels proven as efficiency channel in telemedicine promotion(awareness channel, knowledge channel, information exchange channel). Through analyzingthe data collected from the questionnaire, authors find out the top five promotion toolsaccepted by customers: 1. Online news, 2. Doctor Recommendation, 3. Apps, 4. Socialmedia, 5. Hospital ads. Based on the results of the interview, those promotion tools are alsowildly used by a company.Theoretical Implications: This research contributes to the academic by supporting thetheoretical building in innovation diffusion process and develops the traditional marketingtoolbox.Practical Implications: This is the thesis for international marketing use. Although it focuson the single market, the customers can be international in this market. The research providesnot only the solutions for Chinese customers and companies, but also the possibilities forserve international customers in China and the international telemedicine companies whowant to enter the Chinese market. In fact, this research seeks to support the telemedicinecompanies who wish to promote and sell the telemedicine products in Chinese market.Keywords: Telemedicine; Promotion Tools; Optimal Solutions; Chinese Market.

Place, publisher, year, edition, pages
2016. , 106 p.
Keyword [en]
Telemedicine, Promotion, Marketing, Chinese market
National Category
Business Administration
URN: urn:nbn:se:hh:diva-31436OAI: diva2:943899
Subject / course
International Marketing
Available from: 2016-06-28 Created: 2016-06-28 Last updated: 2016-06-28Bibliographically approved

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