Yuehua Anyang's Marketing Strategy For Entering Institutional Care For The Elderly

At present,China’s population aging has been quite serious,the problem of pension becomes the current must face and solve the problem.Institution endowment as an important component of the endowment service system in our country is far cannot meet the demand of current endowment.At the same time,the high-speed growth rate of aging,empty nest families,disability population is half a disability care and family functioning of weakening the endowment demand more and more into all kinds of endowment service agencies.Go with the national policy,more and more private capital into the agency endowment,but institutions endowment there is a large initial investment,long investment period,etc,many private capital.How to get the positioning in the market segment,giving full play to the advantages of private capital is the research contents of this paper.In this paper,a total of five chapters,the first part is the introduction part,this paper briefly introduces the research background and significance of this paper,and some theories and methods of this paper to use.The second part of pension service system at home and abroad and pension industry in China are described and the external environment and market analysis,detailed analysis of the Chinese market conditions,opportunities and risks.The third part introduced the YUEHWA nursing project,barriers to entry in the market and how to market positioning.The fourth part/nursing yes market entry strategy for the decomposition and analysis,through the SWOT analysis method to the company strengths,weaknesses,opportunities and challenges in detail respectively.And through the company’s customer survey target customers to the company for the position,thus introducing import company market strategy.From the advanced nature of the project and study on all aspects of marketing strategy,etc.The fifth part is the conclusions and recommendations.