Research On Maerketing Strategies Of L Company’s Elderly Care Services

According to the UN’s classification of population aging,when the proportion of people aged 60 and above in the total population exceeds 20% or the proportion of people aged 65 and above exceeds 14%,it marks the country entering a moderately aging society.According to the results of the seventh national population census in China,the number of elderly people aged 60 and above has reached 267 million,accounting for 18.9% of the total population.With the continuous decline of the natural growth rate of the population,the degree of population aging has further deepened.It is estimated that during the 14 th Five-Year Plan period,China’s population will enter the moderate aging stage,and enter the severe aging stage around 2035.The low fertility rate has put tremendous pressure on the existing pension model and public health care system.Under the characteristics of large scale,rapid growth rate,high aging,empty nest,and disability development of population aging in China,comprehensive and active response to population aging has risen to the national strategy.According to the survey data of the National Health Commission,the current pension model in China is roughly "9073",that is,about 90% of the elderly are supported by home care,about 7% are supported by community support,and about3% are supported by institutional care.The formation of such a pension pattern is mainly affected by the level of economic development and traditional concepts.The housing rate of social institutions is limited,and the home-based pension model is still the mainstream.However,the function of traditional family pension is weakening with the development of population structure,and the silver economy is gradually rising,so there is a huge market demand for China’s pension service industry.Starting from the research on the marketing strategy of L enterprise’s elderly care service,this paper analyzes the marketing environment and development prospect of L enterprise’s home-based elderly care service by reading and combing the relevant literature on the research status of home-based elderly care service at home and abroad.At the same time,questionnaire survey and interview methods are used to conduct a comprehensive investigation and analysis of the needs of the elderly in H community,and problems in the current marketing strategy of L enterprise home-based care service are found in the following aspects: Due to the lack of in-depth understanding of the needs of the elderly,the service projects related to the needs of the elderly in the community are not fully covered,and the supply and demand of the elderly service products are insufficient to match the supply and demand.The pricing model of endowment service product is single and unattractive;The talent team construction is not perfect,the employee turnover rate is high,the incentive performance appraisal system needs to be further improved;Service process is not standardized,lack of standardized construction;The visible display is not outstanding,the service characteristics of the enterprise can not be fully displayed,the service differentiation,individuation is not obvious and other problems.Finally,based on the service marketing theory,this paper explores the selection of home-based care service marketing strategy optimization from five aspects: product strategy,price strategy,personnel strategy,service process strategy and tangible display strategy,establishes and improves the home-based care service system of enterprises,expands marketing channels,strengthens word-of-mouth communication,and achieves the goal of sustainable development of enterprises.At present,L enterprise is still in the initial stage,with insufficient experience in the pension service industry and unclear marketing planning.Under the circumstances of increasingly emerging industry development opportunities and increasingly fierce market competition,L enterprise should optimize the marketing strategy of home-based pension service,so as to improve the market competitiveness of enterprise pension service,establish a good industry reputation,and constantly expand the market and occupy a certain share.