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论文编号：	14961
作者编号：	2320224006
上传时间：	2024/12/7 8:12:08
中文题目：	平安人寿居家养老服务营销策略优化研究
英文题目：	Research on Optimization of Marketing Tactics for Ping An Life Insurance''s Home Elderly Care Services
指导老师：	张建勇
中文关键字：	居家养老;平安人寿;服务营销;7Ps营销组合策略
英文关键字：	Home-Based Elderly Care; Ping An Life; Service Marketing; 7Ps Marketing Mix Tactic
中文摘要：	近年来，人口老龄化已成为全球共同话题。从老龄化到深度老龄化，法国用了126 年，中国只用了21年。劳动人口见顶的时候，美国人均GDP达到47000 美元，而中国只有4000美元。在不久的将来，中国老龄人口将超过10亿人，全世界没有任何一个国家有治理超过10亿以上深度老龄化社会的经验，中国的深度老龄化将会是世界上最大的挑战。 “家文化”作为源远流长的中国文化的重要组成部分，是每个中国人的亲情归宿。这同样体现在养老方式的选择上，中国正在形成独特的“9073”养老格局，即90%左右的老年人都在居家养老，7%左右的老年人依托社区支持养老，3%的老年人入住机构。如何满足老人饮食起居、安全照护、精神文娱等全方位的居家养老需求，变得日趋迫切和重要。 论文选取平安人寿居家养老服务为研究对象，以营销学理论为基础，对其进行营销环境及营销现状分析，提出现实存在的问题及可行的优化策略。本文从平安人寿的公司概况及居家养老服务简介开篇，通过PEST模型从宏观层面围绕政治、经济、社会文化、技术环境四个方面进行分析；再从行业内部，运用波特五力模型与主要竞争对手进行对比，进行居家养老竞争环境分析；最后经过SWOT分析，建立公司发展战略选择模型，找出现有营销策略中的缺陷。利用STP对市场细分及定位，结合7Ps营销组合策略对产品进行策略优化，构建服务蓝图，找出服务过程中的关键时刻与容易失误点，进行改善，提高客户感知服务质量。最后提出人员与制度、企业文化与人员保障、信息技术保障等措施确保策略得以成功实施。 通过对平安人寿居家养老服务的问题进行研究及营销策略优化，为其后续营销提供可行性建议。为居家养老方案抛砖引玉，希望以不同视角为其他企业（包括但不仅限于保险企业）提供研究思路，助力相关企业可以从平台化养老服务生态的不同角色切入，发挥社会稳定器的保障功能和集团化企业的协同能力，推动养老生态的健康发展并赋能企业主业找到新的增长点。 关键字：居家养老；平安人寿；服务营销；7Ps营销组合策略
英文摘要：	In recent years, population aging has become a global topic of common concern. It took France 126 years to transition from an aging society to one with deep aging, while China only took 21 years. When the labor force peaked, the per capita GDP in the United States reached $47,000, compared to just $4,000 in China. In the near future, China's elderly population will exceed 1 billion people, and no country in the world has experience in managing a deeply aging society with more than 1 billion people. China's deep aging will be the biggest challenge in the world. "Family culture," as an important part of China's long-standing culture, is the emotional home for every Chinese person. This is also reflected in the choice of pension methods. China is forming a unique "9073" pension pattern, where about 90% of the elderly are cared for at home, 7% rely on community support, and 3% live in institutions. How to meet the comprehensive needs of the elderly at home, including diet, safety care, and cultural entertainment, has become increasingly urgent and important. This thesis selects Ping An Life's home-based elderly care products as the research object and conducts an analysis of its marketing environment and current marketing situation based on marketing theory, proposing existing problems and feasible optimization tactics. Starting with an overview of Ping An Life and an introduction to home-based elderly care, this thesis analyzes the macro environment around politics, economy, sociocultural, and technology using the PEST model. Additionally, we use Porter's Five Forces model to analyze the competitive environment for home-based elderly care by comparing it with main competitors. Finally, through SWOT analysis, a corporate development tactic selection model is established to identify shortcomings in the existing marketing tactics. Using STP for market segmentation and positioning, combined with the 7Ps marketing mix tactic, the product tactic is optimized. A service blueprint is constructed to identify critical moments and potential errors in the service process for improvement, enhancing customer perception of service quality. Lastly, measures such as personnel and system, corporate culture and personnel assurance, information technology assurance are proposed to ensure the successful implementation of the tactic. By studying and optimizing the marketing tactics of Ping An Life's home-based elderly care products, this thesis provides feasible suggestions for its subsequent marketing efforts. It aims to offer insights for other companies (including but not limited to insurance companies) from different perspectives, helping them enter the platform-based elderly care service ecosystem from various roles. This supports the stabilizing function of social stability and the synergistic ability of group enterprises, promoting the healthy development of the elderly care ecosystem and enabling companies to find new growth areas. Key Words: Home-Based Elderly Care; Ping An Life; Service Marketing; 7Ps Marketing Mix Tactic
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