Research On The Marketing Strategy Of SR Private Nursing Homes Based On The Survey Of Elderly Care Service Satisfactio

At present,China has entered an aging society,and the number of elderly people is increasing rapidly.With the economic development and the acceleration of urbanization,the traditional family pension is gradually weakening.There is a serious shortage of beds in government-run nursing homes and there is a huge gap in the market.Therefore,the government has issued a series of policies to encourage private capital to enter the pension industry,introduce market mechanism,and develop private nursing homes to alleviate the severe pension situation.Due to the great market potential and the support of favorable policies,private nursing homes have developed rapidly in recent years and faced increasingly fierce competition.The operators of private pension institutions urgently need to solve the problems such as healthy development,attracting customers and occupying the market,so they should think about how to do a good job in marketing management.Based on the survey results of SR nursing home elderly residents’ satisfaction with nursing home services,this paper analyzes the marketing status of the nursing home by using literature analysis,questionnaire survey and statistical analysis,and finds that SR nursing home has the following problems in marketing: The service content is not comprehensive,mainly reflected in the variety of diet is not rich,collocation is not rich,medical resources can not meet the requirements of convalescence,neglect of the elderly mental health care,lack of standardized service system and evaluation system;Lack of flexible pricing strategy;Lack of high-quality market development personnel,pension products sales channel is relatively single;The original sales promotion scheme did not achieve the expected effect;The quality of old-age care services provided by nursing homes is not high;There is no scientific service process setting,the process is not concise;Service tangible display did not pay attention to details,did not highlight the characteristics of clothing products and other aspects of the problem.In view of these marketing problems found,7Ps marketing theory and Porter’s five forces competition model analysis tools were used to analyze the causes of marketing problems,and STP technology was used to carry out relatively accurate market positioning for nursing homes.Finally,combined with SWOT technical analysis tool,the marketing mix strategy is proposed: Increase the service content,improve the medical environment,establish a scientific performance appraisal system,refined nursing grade system,flexible price strategy,adopt multi-channel marketing and promotion strategy with the help of the Internet,improve the overall quality of service personnel,meet the basic needs of employees,control the quality of service,optimize the tangible display of enterprises and other countermeasures.In this paper,effective measures are taken to guarantee the marketing strategy from the five aspects of organizational structure,human resources,performance,informatization and culture,and the core competitiveness of SR nursing homes is further improved.