Research On Scenario Marketing Strategy Of Intelligent Endowment Products

China is accelerating the ageing process,expected to 2020,the population of over 60 will increase to about 255 million people,which will take around 17.8% of total population.The elderly will be increased to about 29 million people,elderly people of living alone and empty nest will add to about 118 million people,old-age dependency ratio will rise to about 28%.Social security for the elderly will continue to grow,the aging population of rural resident may further deepen.Government attaches great importance to the ageing population.Meanwhile they’re taking great efforts to ensure and improve people’s livelihood,enhance the elderly engagement and feeling of happiness.The Elderly-care Policy has provided safeguard for the silver industry development.Our country has formed the integrated mode as family supporting as the core,based on the community support and rely on the professional institution service for old-age care.Under this circumstances,age,disability,disability group needs to improve the ability of independent life,household intelligent medical terminal apparatus has a huge market demand space.In view of this,this paper takes Beijing Lohas Elderly Health Technology Co.,Ltd.(hereinafter referred to as ‘Lohas Elderly ’)as the research object.The research focuses on the customers demand survey in Beijing and Fuzhou and the consumer preference of customer groups for smart pension products.Based on the 5PS marketing theory framework and the core elements of scenario marketing,to verify the effectiveness of Lohas Elderly company’s combination scenario marketing strategy,providing gist for Lohas Elderly to formulate and apply scenario marketing strategy.The research and analysis of this article and the implementation effect of the marketing strategy for the elderly scene of Lohas Elderly draw the following conclusions and enlightenment:(1)The elderly who live alone or with their spouse have strong demands for emergency call system and protective articles for the old in the intelligent pension system.(2)There is no relationship between monthly income level and the category of the highest price of acceptable intelligent pension products.People have higher monthly income prefer more diversified choices of smart pension products.Mid-range or high-end quality products have market potential.(3)No matter what kind of endowment concept the elderly hold,the elderly attach more importance to the quality and safety of products.Self-reliance is the primary factor for users to choose to buy products.Meanwhile,they prefer to buy products in offline stores.(4)The elderly people and their families have a low level of knowledge about smart old-age products,which makes it difficult to capture real customers,high cost of effective customer acquisition at the C-end,unobtrusive advantages of scene marketing strategy.The combination marketing strategy has not formed the overall correlation.(5)Add the types of products such as emergency call and protection class of security products;Enrich the types of customers and change the development from 2C business to 2B and then 2C;Re-evaluate the implementation effect of all kinds of scenario marketing strategies,and select silver market scenario marketing strategies in some cases within the limited resources,so as to truly integrate the combined scenario marketing strategies.