Research On Tai Kang Community Marketing Strategy Of Pension Real Estate

In recent years,the aging trend and degree of China’s population have been deepened year by year.According to the national bureau of statistics,by the end to 2018,the number of elderly people over 60 had reached 249 million,accounting for 17.9percent of the total population.In 2020,the number of people over 60 will reach to 19.3percent and 38.6 percent in 2050.The aging population is increasing year by year,accompanied by the characteristics of aging and empty-nest,which brings great challenges to economic development and social stability.China will face a series of problems such as the aging of population and the change of family structure.These changes have gradually deepened the problem of old-age care.The old-age care institutions run by the government are far from meeting the demand.Meanwhile,in some economically developed cities,ordinary nursing homes cannot meet the living standards of high-level residents,and high-end old-age care products are scarce.Pension real estate is a real estate product with the elderly as the main consumer group and the effective combination of real estate and health care services.Through different service systems and profit models to achieve revenue,and ultimately achieve the elderly enjoy their old age social function.Therefore,compared with the traditional nursing home model,Pension real estate is larger in scale,more professional and more significant in social benefits.This puts higher demands on the various institutions involved.Meanwhile,old-age care real estate has different characteristics compared with traditional real estate,that is,pension real estate is in operationIn the process of development and operation,a large amount of capital support is needed.The payback period of investment is long and the investment risk is high.In recent years,some large traditional real estate development enterprises and insurance companies in China have begun to lay out endowment real estate projectsObjective to develop and accumulate valuable experience.However,pension real estate projects are different from traditional real estate development projects.The traditional development and management mode has exposed many problems in the development process of pension real estate,which seriously hinders the growth and development of old-age real estate development enterprises.TaiKang life insurance’s "TaiKang community" project has been distributed in 15 key cities in China,and has developed into a well-known high-quality chain pension institution in China.Based on the marketing theory,this paper discusses the propertiesand modes of pension real estate,and analyzes the modes of pension real estate at home and abroad.Through in-depth analysis of the current situation of pension real estate at home and abroad,find out the existing problems of pension real estate in China,and take TaiKang community as a case to analyze consumer demand,and carry out STP and 4PS theoretical analysis of TaiKang community.Through the research of this paper,combined with the analysis of TaiKang community excellent marketing experience,it has certain reference significance for many enterprises who intend to develop old-age care real estate projects.Through the research of this paper,the author analyzes the marketing strategies of TaiKang community that can be used for reference.Membership to lease and purchase insurance;Cooperation between upstream and downstream enterprises in the pension industry chain,multi-channel marketing;Public relations publicity and other strategies.The above way is the future pension real estate project in the marketing strategy can do reference.