Research On The Marketing Strategy Of TY Health-Care-Center "Health +" Elderly Care Services

Our country added to the aging trend in 1999,belonged to one of the biggest old population countries in today’s world.China’s aging rate is higher than the total population growth rate,is in a very rapid aging development stage.According to the data of the seventh national population census in 2020,the population size of 60 years old and over in China exceeds 264 million,accounting for 18.70% of the total population,which further aggravates the aging of the population.At present,there is still a large gap in the service demand for elderly care projects in China.Many school-age seniors fail to enjoy a full range of health care system services in their later years,and the demand for elderly care does not match the supply of the market,so that the supply and demand of social elderly care cannot be effectively addressed.Therefore,to explore a new mode of intelligent elderly care in a new form and relieve the pressure of aging population in China is of great significance to the overall development of the country,the well-being of tens of millions of people,and social harmony and stability.Based on its own cognition and exploration of the health care industry,TY Health Care Center is committed to creating the integrated health care project coordination service concept of "planning + design + marketing + operation".Through the combination of rehabilitation medical care and elderly care services,it is to integrate the new business ecology of the three major industries of Medical + Rehabilitation + Elderly care,provide new "health+" elderly care services in accordance with the principle of "three treatment,seven maintenance",and use service marketing strategies to promote its sustainable development.This paper introduces the service marketing theory and optimizes it on the basis of the 7Ps marketing strategy to provide improved ideas for the development of "Health+" of TY Health Care Center.In this paper,TY Health Care Center as an example,with the help of PEST model,Porter’s five Forces competition model,SWOT model and other marketing analysis methods to TY Health Care Center "Health +" pension product marketing environment analysis,combined with the questionnaire in-depth analysis of its health care project marketing status and find the existing problems of the enterprise.Then,STP theory is used to subdivide the pension market to determine the target market.Starting from the seven basic service elements of "7Ps",the corresponding marketing mix strategy is formulated in view of the problems existing in TY Health Care Center.This paper proposes to optimize traditional channels and develop potential customers;Strengthen market analysis and improve internal innovation;Improve the human resources system,strengthen internal and external marketing;Training professional personnel and standardizing technical level;Tangible display of creativity,increase the breadth of publicity,Set up professional teams,provide risk control measures and other measures to ensure that the enterprise marketing strategy can be effectively implemented to achieve good results,help enterprises to provide a new direction for the development of service marketing,but also for other enterprises to enter the industry to provide a certain reference.