基于SWOT-PEST的我国互联网医疗广告发展状况分析与对策研究

Analysis of the Development Status of China ’s Internet Medical Advertisement and Countermeasures Based on SWOT-PEST

目的/意义互联网医疗广告作为医疗健康领域的新兴事物,其发展机遇与挑战并存。深入研究我国互联网医疗广告发展的内外部因素具有重要意义。方法/过程采用SWOT-PEST分析法,从政治、经济、社会和技术4个层面探究互联网医疗广告在我国发展的优势、劣势、机会和挑战,并提出建议。结果/结论医疗健康机构应把握互联网医疗广告发展趋势,加强技术支撑,相关监管部门应加大监管力度,完善监管机制,并注重相关专业人才的培养。

Purpose/Significance As an emerging thing in the field of healthcare,internet medical advertisement has both opportunities and challenges for its development.It is of great significance to deeply study the internal and external factors of the development of internet medical advertisement in China.Method/Process SWOT-PEST analysis method is adopted to explore the advantages,disadvantages,opportunities and challenges of the development of internet medical advertisement in China from four aspects of politics,economy,society and technology,and suggestions are put forward.Result/Conclusion Medical and health institutions should grasp the development trend of internet medical advertisement,strengthen technical support,and relevant regulatory departments should increase supervision efforts,improve regulatory mechanisms,and focus on the training of relevant professionals.