Research On Marketing Strategy Of XS Company’s Integration Of Medical And Nursing Project

In recent years with serious China’s population aging,the domestic demand for old-age care has doubled.The elderly’s demand has gradually shifted from maintenance and care to the complete medical conditions,spiritual and cultural aspects.Although various nursing institutions have developed rapidly,there are still insufficient supply problems and regional supply varies greatly.There are few nursing institutions in northwest China such as Gansu.With weak service capacity,lack of corresponding medical resources,it is difficult to meet the needs of local elderly care XS Company,located in Tianshui,Gansu Province,has emerged in response to this situation.At present,the project has been approved and is under development and construction,which will be completed and put into operation at the beginning of 2024.Based on the method and theory of Service marketing,this paper studies the marketing strategy of XS Company’s integration of medical and nursing project.In this paper,PEST model and Porter’s five forces model are used to analyze the macro environment and market competition environment of the medical and maintenance integration project of XS Company;the elderly in Tianshui City and its surrounding areas were investigated by questionnaire and interviews.And the demand of the elderly for nursing institutions was analyzed.The market segmentation of the elderly care in Tianshui City and its surrounding areas is carried out by using the STP theory of marketing,and the appropriate target market is selected based on the actual situation of the project of the integration of medical care and nursing of XS Company,and the market positioning is carried out according to the characteristics of the target market consumers and the advantages of the project.Using the 7P theory of service marketing mix this paper proposes a marketing mix strategy for the project,which includes comprehensive product supply,pricing based on customer perception,establishing a marketing network through all channels,actively carrying out various promotions,inviting customers to participate in the development of standardized service processes,paying attention to employee service,and actively creating the tangible display of the project.At the same time,it has formulated the implementation plan and safeguard measures of to ensure the smooth implementation of the marketing strategy as scheduled.The result of this paper has guiding significance for the formulation of the marketing strategy of the integration of medical and nursing project of XS Company.At the same time,it can provide references for other nursing enterprises and projects when formulating marketing strategies.