Research On Community Embedded Pension Marketing Strategy Of ZF Pension Company

At present,China has entered a moderately aging society.According to official news,China’s elderly population aged 65 and over will reach 190 million in 2021.At present,China’s current social security system is difficult to deal with the problem of population aging and needs continuous self-renewal.At the same time,in the past,a single public pension institution has been difficult to meet the pension needs brought by population aging.At this stage,the state’s support for the elderly care policy,the continuous innovation of the elderly care model and the change of the elderly care concept have made professional and high-end elderly care institutions rapidly radiate from large and medium-sized cities to small and medium-sized cities.However,at present,most pension institutions still have great problems in marketing,which can not attract the elderly to stay.In this context,how to improve the competitiveness of pension institutions has become a difficult problem.The full text takes the marketing strategy of ZF Pension Company’s community embedded pension as the research entry point.Based on the theories of 4P and PEST analysis,through reading relevant literature and going deep into the community embedded health care centers of ZF Pension Company for many times to conduct field investigations,so as to fully understand the current marketing strategy adopted by the enterprise,and make an in-depth analysis of the deficiencies in its marketing strategy in the form of questionnaire survey.The research shows that ZF Pension Company’s community embedded pension marketing strategy has some problems,such as single product,insufficient considerate service,unreasonable market pricing,low utilization rate of marketing channel resources,lack of attractiveness of promotion concessions,high employee turnover rate and so on.In view of this,optimization measures are put forward on the basis of analysis.According to the problems faced by ZF Pension Company,a number of improvement suggestions are put forward for ZF Pension Company’s community embedded pension marketing strategy from the aspects of product,price,channel,promotion,personnel optimization,experience marketing and relationship marketing strategy.An in-depth analysis of ZF Pension Company’s community embedded pension marketing strategy aims to help enterprises further improve their internal management level,strengthen their external publicity,enhance their competitiveness in the market,establish a good industry reputation and constantly expand their market share.Moreover,it also hopes to provide some theoretical and practical guidance for other domestic pension enterprises in the process of formulating marketing strategies.