Research On The Competition Strategy Of Taikang Insurance Group's Pension Community Business

With the deepening of the aging of China's population,the upgrading of the elderly pension demand,and the continuous optimization of the country's pension industry policy,many enterprises have taken this opportunity to invest in the construction of retirement community.This paper based on the theory of strategic management,analyzes the necessity of constructing a reasonable stepped pension system innovatively,combining the Maslow's hierarchy of needs,analyzes the specific case's competitive strategy of this business in this view.This paper chooses Taikang,the first insurance company that has invested in the retirement community,as specific case,to analyzed the external environment and internal capability,arriving at its own advantages and disadvantages,opportunities and threats of Taikang retirement community,with four research methods-theoretical analysis,case analysis,data analysis and comparative analysis.From the research,I find that the advantage of Taikang lies in the high degree of capital matching,close to the nature of the industry,more customer resources and first-mover advantage.The opportunity comes from The support of national policies,the change of social environment and the concept of old-age care,the improvement of community occupancy rate bring about the improvement of profit level.The mature experience brought by the long-term operation also helps to establish the industry standard.At the same time,its disadvantage in aspects of real estate development,medical care,and tourism and substitutes.Home-based care as an alternative,many policies not in place,and other businesses starting and growing the business poses a threat to profitability.Then through researching the current situation of the community and the development of taikang community,the paper takes differentiation focus strategy as competitive strategic orientation in the retirement community business of Taikang,puts forward the propulsion path on the basis.At last,the paper tries to put forward new strategic measures to obtain more profits.Firstly,in terms of layout,Taikang should promote the nationwide layout and expand the breadth of business in the retirement community through indirect investment.Secondly,in the aspect of elderly care service,Taikang should improve the professional level of medical treatment,as well as open up the terminal channel of drug sales.Thirdly,in terms of brand and reputation,on the one hand,commercial publicity is carried out through a variety of channels;on the other hand,public praise and reputation are established by undertaking corresponding social responsibilities.Fourthly,in terms of insurance business,Taikang should develop more insurance products to enable them to accurately connect with a variety of medical and pension services,to improve insurance profitability.