Research On Marketing Strategy Of H Nursing Home In Baotou City

From the last century since the end of 90s China entered the aging society in recent years, the growth rate of the elderly population is on the rise .As the elderly population is increasing year by year, Affect the Social population structure of China, at the same time the impact of demographic changes on the market and consumption has become increasingly obvious.With the rapid development of aging society pace, Baotou city has also ushered in the period of rapid growth in the elderly population . By the end of 2015,the Department of Civil Affairs statistics, Baotou City, 60 years old or older population has reached 406.5 thousand people, accounting for 18% of the total population of household registration.Autonomous region higher than 1.2 percentage points, 1.9 percentage points higher than the country, including the elderly aged over 80 years old accounted for 18% of the total, up to 73 thousand and 200, higher than the national average, autonomous regions,and the elderly population continues to increase each year. The aging of the population not only put forward higher requirements for social security, but also a challenge to the past social welfare pension supply.To meet the demand for private pension institutions to adapt to the social change, to improve competitiveness of Baotou H nursing home at the same time, this thesis try to comb through pension services practice at home and abroad, the related theoretical research,combining actual investigation of Baotou H nursing home,find the problems in the process of marketing, then through the environment analysis, put forward the marketing strategy, with scientific method for nursing home marketing management practical advice in the future.The paper is divided into three main parts, first of all background research.Through practice at home and abroad and Baotou city endowment situation, demand level theory,the elderly consumer behavior theory, service marketing theory research, theory and data support for the whole thesis.The second is to Baotou H the description of the basic situation and existing problems of nursing home, and the macro environment, industry and competitor analysis, SWOT analysis method is put forward directivity strategy in the end.The third part, according to the 7 P's marketing service marketing theory, put forward the concrete service strategy, price strategy, promotion strategy, channel strategy, personnel strategy, process management and parade.Through the above three parts, the marketing strategy study of Baotou city H nursing home is completed.From individual institutions return to the good development of Baotou city private pension institutions and even the development of the endowment service system, must fully understand the pension needs of the elderly, in targeted to improve the quality of pension services at the same time improve the old-age service macro and micro environment, all these need not sessions,the joint efforts of a pension agency really do more of the pension for the elderly, make more and more old people be good treated..