Research On Marketing Strategy Of WH Private Pension Institution In Mianyang City

At present,China is in the early stage of aging society,and the number and proportion of the elderly population are increasing rapidly.In order to provide high-quality service institutions and nursing personnel with professional skills for the elderly,it is imperative to introduce market mechanism and develop private pension institution.However,the marketing management of most private pension institution is still a big problem,unable to attract target customers,WHich makes the role of private pension institution in relieving the pressure of elderly care in China is not obvious in the process of development.Therefore,China urgently needs to systematically study the marketing management of private pension institution.By analyzing the environment of WH private pension institution in mianyang city,this paper studies the marketing strategy of WH private pension institution by using 4P marketing theory,SWOT and five-force competition model,and finds that the following problems exist in its marketing strategy: in terms of product strategy,tangible products cannot meet the needs of consumers,and the construction investment of intangible products is not enough.In terms of price strategy,price elasticity is not flexible enough,and there is no multi-level pricing strategy and insurance purchase measures.In terms of channel strategy,telemarketing and sales center marketing are the main two direct channels.In terms of promotion strategy,there is a lack of on-site display promotion,word-of-mouth promotion,multi-media promotion and professional marketing team.Aiming at the problems existing in marketing strategy of WH private pension institution,the marketing strategy of WH private pension institution is optimized according to 4P marketing theory.In terms of price marketing strategy,insurance strategy is developed to protect the rights and interests of the elderly and nursing homes,and diversified pricing strategy is adopted to optimize the price.In terms of promotion strategies,we should make use of good word-of-mouth publicity,adopt various promotion methods such as various media and on-site activities,and strengthen the cultivation of the marketing team.In terms of channel strategy,direct channel and indirect channel are continuously optimized to strengthen the construction of complaint channel.In terms of the implementation guarantee of marketing strategy optimization of WH nursing home,it is necessary to strengthen the guarantee measures of organizational structure,human resources,financial system,informatization and corporate culture.WH nursing home,as a private pension institution,can not only improve the core competitiveness of nursing homes through optimizing the marketing strategy and proposing safeguard measures,but also has certain reference significance for private nursing homes of the same type.