Research On The Marketing Strategy Of LJ Home Sojourn And Elderly Care Services

With the gradual deepening of China’s aging,institutional pension is imperative.As a method of institutional pension,tourism pension stands out among the many ways of care for the elderly because it can broaden the horizons of the elderly and delight the elderly.But at present,most of the elderly still regard home-based care as the most ideal way,and institutional care is not popular.At the same time,Tourism pension is not very mature,which needs further improvement and promotion.Through PEST analysis and Porter’s five forces model analysis,this paper studies the marketing environment of LJ Homes,and discovers the advantages and disadvantages of LJ Homes as well as the opportunities and challenges it faces.Through the analysis of 198 field survey questionnaire data,find out the characteristics of elderly people who prefer tourism pension which provides a reference for LJ Home to find the target customer group.Through the analysis of target market marketing strategy and service marketing mix strategy,we found out the problems in the marketing activities of LJ Homes and the reasons for these problems.By segmenting the market for the elderly,choosing the corresponding target market,and launching a wealth of activities for market positioning.At the same time,through enriching product content,formulating appropriate price strategies,optimizing marketing channels,adopting diversified promotion strategies,strengthening the training of service talents,strengthening service process construction and doing a good job in project tangible display,the marketing mix strategy is improved.Regarding the guarantee measures for the implementation of the marketing strategy of LJ Homes for the elderly care service,suggestions are made to strengthen risk management and internal control,strengthen the construction of organizational mechanisms,enhance the marketing capabilities of physical channels,and develop a red sojourning care base.