Research On The Marketing Strategy Of Jiayuan Community For China Life Insurance Company

With the development of the Economy,social problems have gradually arisen.The birth rate has been increasing rapidly since 1950 s and 1960 s,which is now advancing 21 century into the aging society.While the aging process is accelerating,the problems hidden in the society are coming out step by step,e.g.large elderly population,rapid growth,empty housing,senility,psychological loneliness,physical disability.The problem of providing the aged in China is becoming more and more obvious and serious,especially the care,daily life,medical care and health care for those who can not take care of themselves or semi-self care.In 2013,the State Council issued and implemented ‘Several Opinions on Accelerating the Development of the Elderly Care Service’,encouraging social capital to increase investment in the service of Health Care for Elder,setting up a operation model of multi-function and building up a pattern of elder care community together with “medical and nursing”.The elderly care community with “Medical and Nursing” is a new type and the developing direction of the elderly care service.In 2015,China Life Insurance clearly put forward the development strategy of "large asset management,large health and large pension",to build a comprehensive health pension service system of "Finance + entity" and "insurance + service" for China Life Insurance.This paper takes Jiayuan,an elderly care community invested and operated by China Life Insurance Co.,Ltd.in Suzhou,as the research object,which is the first "combination of medical care and nursing" elderly care community of China Life Insurance Co.,Ltd.Based on the relevant theories of marketing strategy,this paper uses PEST and SWOT model as analysis tools to study and analyze the current marketing situation of China Life Jiayuan,and through questionnaire survey and in-depth interview,deeply understand and dissect the existing problems of marketing situation and marketing strategy of China Life Jiayuan.Combined with the analysis of the marketing environment of China Life Jiayuan,this paper analyzes the marketing strategy,market segmentation,target market and market positioning of China Life Jiayuan and puts forward relevant suggestions.At the same time,combined with the theoretical knowledge of service marketing strategy,it puts forward the corresponding optimization suggestions for the marketing strategy of China Life Jiayuan..With the study,the article will also provide some constructive ideas in the areas of investment in elderly care community with “Medical and Nursing”,market development,product design and market positioning.