Case Study Of "Taikang Home',Endowment Community

In recent years,the scale of the elderly population in China has expanded rapidly,and the process of population aging has accelerated.By the end of 2017,There are 240 million people aged 60 and over in China,accounting for 17.3 percent of the total population.It is the only country in the world with more than 200 million elderly people.The pension problem has increasingly become the hot issue of social concern.Under the guidance of national policies,more and more economies participate in pension industry construction.With its strong financial strength and strong industrial strength,insurance companies have entered the pension industry in a strong way and faced many challenges in the huge market prospect.Taikang group is one of the earliest insurance companies in China to invest in the pension community,and it has become a benchmark in the industry.Therefore,the paper selected taikang group's old-age community--"taikang's home" as the research object.Using literature method,comparison method,investigation method,such as research methods,the development of the whole pension community projects operation condition,operating results and advantages and characteristics of products and so on has carried on the further exploration.And Combined with the operation of other life insurance institutions in China,this paper puts forward constructive Suggestions for the investment retirement community of Chinese life insurance companies.This paper is divided into four chapters.The first chapter introduces the research background,the significance of the research and the research status at home and abroad.The second chapter analyzes the current situation of insurance capital investment in China,the relevant concepts of the pension community and the development status of the pension community in China,and analyzes the feasibility and significance of the life insurance company's investment in the pension community.The third chapter expounds the Taikang insurance corp's endowment real estate project-"the home of Taikang",according to the 4p model analyzes the marketing strategy combination,And dissected its revenue model.At the same time,compared with other insurance institutions in China,this paper analyzes the advantages and disadvantages of taikang pension community.The fourth chapter summarizes the case study and puts forward the countermeasures and Suggestions from the Angle of government and enterprise.Thesis study found that China's insurance institutions have great investment advantages and great market prospects in investing in pension communities.However,there are problems such as insufficient policy support,lack of professional talents,insufficient coverage of insurance products and over-concentration of target customers.From the perspectives of government and enterprises,this paper puts forward some Suggestions,such as strengthening policy support,perfecting the training mechanism of professional talents,deepening the connection between insurance products and expanding market positioning.By the other party to make joint efforts to further promote the development of commercial endowment property.