Research On The Differentiated Marketing Strategy Of Guangzhou L Elderly Training Institution

With the continuous improvement of China’s economic and medical level,the life expectancy of the population has been extended.At present,China has entered an aging society,and the aging process is accelerating.According to the statistics of the National Bureau of statistics,China has become the first country in the world with an aging population of more than 200 million.The population over 60 years old has reached 212 million,accounting for 15.5% of the total population.For a long time in the future,China will be in the stage of rapid growth of the elderly population for a long time.In the face of such a large and rapidly growing group of the elderly,how to meet the growing spiritual and learning needs of the elderly is a problem of great concern to the government and society.As an important way to improve the quality of life of the elderly,education and training for the elderly can not only enrich the life of the elderly,but also help the elderly to better integrate into the era of science and technology,reduce the generation gap with the younger generation,and deepen the communication with the younger generation.In this context,there are a number of enterprises providing education and training services for the elderly.Founded in 2016,Guangzhou L institution is a private enterprise dedicated to providing education and training services for the elderly.The courses offered by the institution include vocal music and opera,calligraphy and fine arts,dance and physique,musical instrument performance,photography,computer foundation,etc.At the beginning of its establishment,due to the large market demand,small industry competition,the implementation of small class teaching and other reasons,it won the trust of elderly consumers and occupied a certain market share in Guangzhou Elderly training market.However,with the rapid development of Guangzhou L institution and the aggravation of external competition,the marketing strategy of L institution has been unable to meet the development needs of Guangzhou L institution.Therefore,this paper selects Guangzhou L elderly training institution as the research object,and makes an in-depth study on the differentiated marketing strategy of L institution.This paper mainly used the method of case analysis and interview,combined with the classical service marketing theory,first of all,it gave a brief introduction to Guangzhou L institution,and then maked a detailed analysis of the current situation and problems of the marketing strategy implementation of Guangzhou L institution;Secondly,it systematically analyzed the external macro environment and industry environment of Guangzhou L institution,and identified the external opportunities and threats faced by enterprises;After a comprehensive analysis of the current situation,existing problems and marketing environment of Guangzhou L institution,this paper used SWOT analysis matrix to make a comprehensive analysis of Guangzhou L institution.It combined the external opportunities and threats,internal strengths and weaknesses faced by Guangzhou L institution,and analyzed four kinds of combination strategies,namely SO strategy,WO strategy,ST strategy and WT strategy Through the comparative analysis of WT strategy,it is finally determined that Guangzhou L institution chooses WO strategy,that is,transformation strategy.Then,on the basis of SWOT comprehensive analysis of Guangzhou L institution,used the STP target market selection tool,this paper first subdivides the elderly education and training market,determined the target market and market positioning of Guangzhou L institution on the basis of market analysis,and clarified the development direction of Guangzhou L institution;Finally,combined with the previous series of analysis and new market positioning,this paper used the 7p marketing mix of service marketing to formulated a series of differentiated marketing strategies for the product,price,place,promotion,personnel,process and physical evidence of Guangzhou L institution,and formulated the implementation guarantee measures of marketing strategies to ensure the smooth implementation of marketing strategies.