Research On Marketing Strategy Of TK Insurance Company’s Elderly Care Community

At this stage,China’s rapid social and economic development,people’s living standards continue to improve,population structure changes and population aging gradually deepen,the pursuit of high-end quality life groups for the increasing demand for the elderly,the existing social pension institutions can not meet the increasing demand for the elderly group,the supply and demand of pension resources is seriously imbalanced,so that the pension related industries have obtained more business opportunities.At present,the elderly care community combining medical care and old-age care,as a new pension model,is one of the mainstream old-age care methods chosen by everyone in the current society.Insurance companies participating in the construction of pension communities can increase pension services on the supply side,solve the imbalance between domestic pension supply and demand,and effectively promote the extension of the insurance industry chain,which is of positive significance to the study of domestic insurance institutions’ investment in pension communities and operations.TK Insurance Group seizes the opportunity of the demand for pension products from people who pursue quality of life,clarifies the company’s development goals,and provides customers with full life cycle services.TK Insurance Group is China’s first insurance company to obtain the right to operate the pension community,the establishment of China’s first pension community entity-TK Home,in the insurance industry investment and operation of the pension community has a typical representative,this paper takes the TK insurance company pension community project as a case object to carry out research,through the analysis of the TK insurance company pension community project The current marketing strategy of the deficiencies,combined with the analysis of the marketing environment,to develop the corresponding marketing strategy.Through the use of literature review method,review relevant materials,in-depth understanding of the background of the project,a comprehensive summary of the research results of domestic and foreign scholars,systematically sort out the research ideas of this paper,and clarify the necessity of 7Ps marketing theory in research.Secondly,according to the current situation,the marketing strategy of TK insurance company’s pension community mainly has seven major problems,such as docking with the elderly care community with single products,high prices,limited audience groups,lack of diversified sales channels,unattractive promotion model,lack of professional marketing and service team,lack of service display and service management process.The PEST analysis method was used to evaluate the political,economic,social culture and technology of TK elderly care community,conduct micro-environment analysis of the internal environment,competitor environment,supplier environment and customer environment of TK elderly care community,and combine SWOT analysis to analyze the advantages,disadvantages,opportunities and threats of the development of TK elderly care community,and obtain SWOT strategic choices.Finally,from seven aspects,such as products,channels,prices,promotions,personnel,tangible display,process management,etc.,the problems existing in the marketing strategy of TK elderly care community are analyzed and summarized and corresponding marketing improvement measures are proposed,mainly as follows: enriching product models,formulating differentiated product price strategies,strengthening promotional activities,optimizing talent teams,strengthening tangible display,optimizing service processes,and adopting diversified promotion strategies.Finally,the corresponding protection strategy was formulated for the pension community marketing strategy of TK Insurance Company.The research and optimization suggestions of this paper are aimed at improving the occupancy rate of TK senior care community and the sales of products related to the elderly care community,and helping in marketing.It provides theoretical reference for TK Insurance Company and other companies in the same industry to develop and position the community service market of medical and elderly care combined with elderly care,community and product design,and community operation and management direction.