| 摘要(英) |
Population aging is a major problem facing all countries in the world. In China, because of the early implementation of the one-child policy, the problem of aging is more serious. Therefore, the Chinese government vigorously promotes the development of pension institutions, and makes every effort to establish the perfection of the old-age industry chain from the aspects of policy subsidies, enactment of laws and official propaganda. In such an environment, MD company is one of them. Despite the official policy of land subsidy, the beneficiaries still encounter bottlenecks in their initial operation. In a growing industry, how to respond to the increase of market competitors, highlight their own advantages and meet the needs of consumers has become the biggest issue for individual companies.
Therefore, this study mainly explores how case company use their own resources and capabilities to further develop in the rapidly developing market environment of the pension industry. Through data collection and compilation to understand the general situation of the industry, and then SWOT analysis of its strengths, weaknesses, opportunities and threats, and to explore the case of MD company′s service marketing strategy.
The results show that MD company has a good resource advantage at this stage, and its service marketing strategy is superior to competitors in the market. However, due to changes in consumer demand, Other competitors have entered the pension market, and future business will face greater challenges. MD company need to continue to pay attention to changes in government policies and differences between competitors and respond immediately; introduce the concept of international, develop pension models suitable for China′s conditions, integrate health care with policy development; introduce external talent resources and conduct business within enterprises. Develop information management, build intelligent old-age service industry, form community of old-age institutions through brand effect, and realize the expansion of old-age service industry. The company′s business projects and revenue continued to grow. |
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