Research On Marketing Strategy Of Yulongwan Old-age Entrepreneurship Project

At present,the number of the elderly in our country is increasing,the trend of aging is becoming more and more obvious,with the development of China's economy,the pension industry has a huge market demand prospect,in order to adapt to the changing market demand,every pension agency should strengthen the service for the aged,and given the huge demand in the pension agency market,more and more investors want to get into the business,the competition in the market is becoming more and more fierce.Therefore,how to formulate effective marketing strategies to enhance market competitiveness has become an urgent problem for pension agency.The Yulongwan old-age entrepreneurship project is at the early stage of its establishment,founded in 2017,providing pension services mainly,committed to building middle and high-end home care community,but in the early days of entrepreneurship,because there is no effective marketing strategy,as a result,the occupancy rate of beds in Yulongwan old-age entrepreneurship project is less than 50%,and in the fourth quarter of 2018,there were fewer than 30 new residents,significant decline in occupancy compared with the same period in 2017.Therefore,it is urgent to develop effective marketing strategies,in order to improve market competitiveness,this is of great significance to the promotion of the market share of Yulongwan old-age entrepreneurship project and the promotion of business development.This thesis will use PEST analysis method,Michael porter's five forces competitive environment analysis method,SWOT analysis method to analysis environment of Yulongwan old-age entrepreneurship project,and analyze the advantages and disadvantages,opportunities and threats of Yulongwan old-age entrepreneurship project,at the same time,use the STP analysis Yulongwan old-age entrepreneurship project market segment,target market and market positioning is analyzed,make the marketing strategy of Yulongwan old-age entrepreneurship project,including product strategy,price strategy,channel strategy and promotion strategy.Finally,according to the marketing strategy,make the later safeguard measure,including the construction of effective organizational structure,guarantee of team building and guarantee of incentive mechanism,in order to ensure the smooth implementation of Yulongwan old-age entrepreneurship project marketing strategy.