| With the rapid development of my country’s economy,the rural young and middle-aged labor force flows from the countryside to the cities under the pressure of livelihood,making those who gradually lose or have no labor force stay in the countryside,resulting in a gradual increase in the rural elderly population.How to provide for the elderly in rural areas has attracted extensive attention from all walks of life.In recent years,the government has granted the elderly care industry many benefits at the policy level,and institutional elderly care has gradually entered people’s field of vision.These are all positive factors that promote the development of the rural elderly care industry.However,due to my country’s long-term urban-rural dual structure,the rural population has generally low economic income and poor physical conditions,which has brought many problems for rural elderly care.First,this essay takes the development of Malin Jingyang care center in Changsha County as the perspective,and analyzes the significance and value of the research on the marketing strategy of the private institutions of care,based on domestic and foreign literature analysis from both theoretical and practical levels.Second,the external environment of Ma Lin Jingyang Care Center was analyzed by PEST analysis model.At the same time,questionnaire survey and in-depth interviews with employees and customers were conducted on the current marketing strategy of Ma Lin Jing Yang Care Center.Based on the results of the survey and interviews,the internal environment of Ma Lin Jing Yang Care Center was analyzed.Then using the 4P theory,the problems in the marketing of Malin Jingyang Care Center in Changsha County was revealed.Finally,Based on the 4P theory,the 7P theory is used to propose optimization measures,and the corresponding implementation guarantees are analyzed and obtained,including human resources guarantee,capital guarantee,and strengthening of customer management. |
