Marketing Strategy Of HD Community’s Elderly Care Service Enterprises In Chengdu Tianfu New Area

In recent years,the problem of population aging has become increasingly serious.According to the data of the seventh national population census,the proportion of the population aged 60 and above in China has reached 18.70%,which means the population aged 65 and above is 190.64 million,accounting for 13.50% of the total population.The figure far exceeds the United Nations’ definition of an aging society,in which the proportion of the population aged 65 and above in a country or region is 7%.Along with urban development and population migration,elderly care service enterprises are also facing broad market prospects.Different from traditional modes such as home care and nursing home care,community care for the elderly has gradually become a new trend of the elderly care industry and has drawn constant public attention under the strong support of national policies.Compared with the traditional elderly care model,community elderly care has many advantages such as short distance to home,a package of services and low fees.It not only meets the requirements of the elderly who are reluctant to go to the nursing home,but also solves the dilemma of the young people who are unwilling to send the elderly away but cannot provide care at home.The National Health Commission said that during the "Fourteenth Five Year Plan" period,China will build a "15-minute elderly care service circle" in communities of municipalities directly under the Central Government such as Beijing,Shanghai and provincial capitals such as Chengdu.It intends to increase efforts to develop social elderly care undertakings,and actively advocate elderly care service enterprises to participate in the community elderly care industry.As the elderly care service industry belongs to social public services,enterprises have significant advantages in terms of policy support,capital requirements,operating costs and social recognition when participating in the elderly care service industry.However,by the end of 2020,the number of enterprises related to elderly care services in China has reached 210000.During the 10 years from 2010 to 2019,the number of enterprises has increased from more than 10000 to 180000.Facing the increasingly fierce competition,pension service enterprises need to think about how to fully tap the market and achieve breakthroughs in enterprise development.From the perspective of marketing,this thesis learns about the actual needs of the elderly community and the operating status of elderly care service institutions in Tianfu New District by the means of field research,investigation and questionnaire distribution.The thesis selects HD Company,one of the large community elderly care service enterprises in Tianfu New District,as the research object.The research includes the following aspects:1.Research on the status quo of urban community elderly care services in Chengdu:to understand the needs of the elderly and the service status of community elderly care institutions,questionnaires were given and interviews were conducted in some communities in Chengdu.Through the survey,it is found that the service content of the existing public elderly care institutions is relatively simple,which can not meet the diverse needs of the elderly population today.Therefore,the public elderly care services are compared with the community elderly care services.2.Research on HD Company’s marketing environment:PEST analysis method is used to analyze the external and internal marketing environment of HD Company respectively,and SWOT analysis method is applied to analyze the competitiveness of the enterprise,so as to comprehensively understand the advantages and disadvantages of the enterprise.3.Analysis and research on the current problems and causes of HD Company’s marketing strategy: through the 4P theory,the thesis analyzes the current marketing situation of HD Company from four aspects including product,price,channel and promotion,and summarizes the existing problems as well as reasons.4.Research on HD Company’s marketing optimization strategy: based on the existing problems,through the 7P theory,the thesis intends to optimize the design of HD Company’s marketing strategy from seven aspects,including product,price,promotion,channel,personnel,process and display,and propose specific implementation strategies.Through the research on the marketing strategy of community elderly care institutions represented by HD Elderly Care Service Company,this paper can provide some reference for enterprises which belong to the same type and face the same problems in marketing strategy and help enterprises develop and grow.