Research On Problems And Countermeasures Of FD Company's Retirement Community Marketing Strategy

According to the conservative forecast of the number of people aged 60 and over in China,by the middle of this century,the proportion of elderly people over 60 years old in China will reach one-third of the total population.The trend of accelerating aging in China has become more and more prominent.The problem will be a problem that China continues to face and urgently needs to solve.Along with the influence of long-term fertility policies and traditional concepts,a young couple needs to support two pairs of old people and even more elderly people,while raising children,coupled with the reality that the family pension function is gradually weakening,the concept of life and consumption of the elderly in China.As the development and progress of society is changing,the demand for education for the elderly,leisure and residence,and cultural entertainment are more important.The traditional old-age model can no longer meet the needs of modern times.Therefore,the new pension model of the retirement community will play an important role in China's future pension market.This paper first summarizes the background of China's pension industry,clarifies the supplement and inevitable trend of the retirement community to the development of China's old-age industry,introduces the domestic and foreign pension industry theory and marketing methods,summarizes the research results of domestic and foreign pension industry marketing strategies,and proposes the research of this paper.theme.Secondly,FD company pays close attention to the pension industry policy,selects partners,and jointly develops and builds the retirement community.It has been invested and built in many places.This paper selects the retirement community that has recently started to sell,and the sales situation is not as expected,and the repayment is not achieved.The situation of the requirements,through the analysis of the status quo of marketing strategies,found problems in the marketing strategy.Through the external environment analysis,industrial environment analysis and internal environment analysis of the old-age industry,the modern marketing theory,4PS,4CS,4RS theory and Porter's five-force model and SWOT model are used to analyze the cause of the status quo.Finally,based on the above analysis and related theories and models,it is proposed that the FD company's retirement community should focus on product empowerment,pricing adjustment,channel expansion and promotion,and optimize the current marketing strategy,including clearly defining the product market positioning and proposing individualization.Products and services;improve pricing adjustment mechanism,choose market-oriented pricing strategy;integrate channels,strengthen upstream enterprise promotion and channel management;precise online and offline promotion and promotion channels,and point out the necessary safeguards to ensure the effective implementation of optimization programs.