Research On Marketing Strategy Of The Age Service Project Of Guangzhou JX Company

With the rapid development of society,the standard of living in our country has been greatly improved but accompanied by the emergence of the aging population.The United Nations predicts that by 2020 the elderly population aged over 65 will reach 167 million people in China,accounting for about 24% of the world's aging population.It means that one of the four elderly people in the world is a Chinese.Under this circumstance,the requirements of medical and old-age caring from the elderly are also increasingly prominent and have received wide attention from all walks of life.Facing the growing speed of the aging population and the increasingly requirements need to be met,our country has raised the medical and pension issues to the national strategic level.The policy of advocating smart health industry and old-age caring are intensively introduced,and the market demand for a healthy pension industry will increase.This tendency also brings good development opportunities for Guangzhou JX Health Investment Co.,Ltd.(hereinafter referred to as JX Co.).JX Co.has made a strategic layout ahead of its internal resources and entered the promising market of the pension industry.However,because JX has just entered the pension service industry,it does not have relevant project experience.At the same time,the pension industry started late in our country,and the operating profit model,industry circle composition,policies and regulations of the industry are still in the stage of groping.Moreover,there is currently no successful aged service project sample in China for reference.Therefore,the exploration of this service is not easy.JX Co.'s pension service project process has gradually exposed a series of problems affecting the survival of enterprises,such as incomplete facilities,high prices,lack of professional marketing team,lack of scientific distribution channels and single promotion means.Therefore,this article takes JX Co.as an example to deeply study the current status of pension service business marketing and make recommendations for existing problems.First of all,this paper uses PEST Model and Michael Porter's Five Forces Model to analyze the marketing environment of JX Co.'s pension industry and combines STP Theory to determine the target market of the pension industry.Secondly,the author uses literature research method,questionnaire method and interview method,combined with domestic and foreign research status and questionnaire survey results,to conduct in-depth research on existing problems.According to 4Ps Marketing Theory,it proposes optimized marketing strategy suggestions for JX Co.'s nowadays situation.Finally,by improving the human resources management system,standardizing the technical level,establishing a risk prevention system and other corresponding implementation safeguard measures,the company's marketing strategy can be effectively implemented and achieved good results to achieve sustainable development.At the same time,when other companies enter the pension service industry market,this paper can provide certain reference value and significance for making innovative marketing strategy combination.