Research On Marketing Strategy Optimization Of Taikang Retirement Community Project

The community for the aged mainly provides not only residential services but also supporting facilities and services such as health management,life care and psychological comfort to meet the needs of the aged,it is a comprehensive and integrated old-age service platform with residential,hardware facilities and software services.Under the background of the aging of our country,the pressure of providing for the aged is increasing,the senior living industry developing deeply,the community of providing for the aged combining medical care with providing for the aged is attracting wide attention from all walks of life,and all the life insurance companies are competing to develop the real estate of providing for the aged.This paper takes the retirement community project of Taikang Life Insurance as the research object,based on the marketing theory,analyzes its marketing environment and investigates its current marketing situation to propose its marketing problems and optimization strategies.Through the pest model,we analyze four aspects of the macro level: political,economic,social and cultural,and technological environment;through SWOT analysis,we establish a model for the company’s development strategy selection;at the same time,we conduct an in-depth study of the industry environment of the senior living project,as well as research on the characteristics and needs of consumers,and find out the problems of the current marketing strategy of the project;then we use STP to segment and position the market,and combine the marketing strategy and strategic selection for the senior living community project,and optimize the marketing output of the senior living community project by combining marketing strategies and strategic choices: diversify product portfolio,innovate service content;flexibly adjust pricing including tariffs and charging methods;strengthen special channel cooperation for senior citizens and build a new digital marketing matrix by using private domain traffic,community operation and short video platform;implement targeted promotion strategies and integrated promotion mode of products and services;improve human resource training and management;improve process management convergence;and innovate tangible display methods.Finally,the system,organization,technology and service safeguard measures needed to implement the marketing optimization plan are studied and proposed.Through the problem study and strategy proposal of Taikang Life’s senior citizen project marketing,it provides strategy reference for the subsequent marketing optimization of the project,and enriches the research on the subject of senior citizen real estate project marketing,and provides reference materials for the subsequent similar research.