中国老龄化呈现出老龄人口增多、少子化和长寿化的趋势。60岁以上人口达2.64亿，占总人口18.70%，预期寿命增长至77.93岁。然而，超过1.8亿老年人患有慢性疾病，其中有75%的老人患有一种或多种慢性病。患有慢性疾病的老年人对养老服务需求更为特殊，涵盖了日常餐饮、卫生清洁、家政服务、健康管理，甚至急救服务。目前，商业养老服务市场发展缓慢，资源匮乏，需加速产业发展以满足老年人需求。
本研究以平安集团为案例，分析评估平安集团居家养老服务的营销策略，揭示其存在的问题并提出优化建议。通过对宏观经济环境、养老服务行业趋势以及公司内部运营情况的深入分析，结合定性访谈和定量调研，发现了该服务营销策略的多重挑战。这些问题涵盖了定位不清、价格策略不具竞争力、线上渠道利用不足、技术应用困难、服务体验参差不齐和效果评估欠缺等方面。研究指出，这些问题既受制于外部环境的不确定性，也受到内部战略规划和执行层面的挑战。针对这些发现，本研究提出了一系列有针对性的改善建议。首先，通过STP定位策略的优化，将目标客户细分为中产阶级、高净值客户和普惠型养老客户，针对不同群体提供个性化服务。其次，基于7PS理论，提出了在产品、价格、渠道、促销、人员、过程和有形展示方面的全面优化建议，旨在提升服务质量和市场竞争力。针对产品，推出多样化服务套餐和科技赋能产品以满足不同需求；价格方面，采用定期付费、按需付费模式以及折扣优惠策略实现个性化和灵活性；在渠道方面，多渠道覆盖和建立合作伙伴关系网络来拓展服务范围；促销活动方面，限时优惠和推荐奖励计划吸引新客户和维持忠诚客户；员工培训和技术支持确保客户获得充分利用服务；服务流程和展示中心的优化提高服务效率，而有形展示优化策略则包括展示中心改造和体验式展示，以便客户更直观地感受服务特点和实际效果。
本研究结论为平安集团在养老服务领域的市场竞争中提供了实质性的战略指导。通过营销策略的精细调整和创新，公司将能够更好地满足不同客户群体的需求，提高服务质量，从而巩固在居家养老服务市场的地位，并为用户提供更优质、更贴心的服务体验。

The aging population in China signifies an increase in the elderly, declining birth rates, and enhanced longevity. Over 264 million people are aged 60 and above, comprising 18.70% of the total population, with life expectancy reaching 77.93 years. Nonetheless, more than 180 million seniors suffer from chronic illnesses, with 75% affected by one or multiple chronic conditions. Those with chronic ailments have unique demands for elderly care, encompassing dietary needs, sanitation, household services, health monitoring, and even emergency assistance. Presently, the commercial elderly care market evolves slowly, encountering scarcity in resources, necessitating an accelerated industry growth to meet the needs of the elderly.
The study aims to assess the marketing strategies of Ping An Group's home elderly care services, highlighting issues and proposing enhancement strategies. An in-depth analysis of macroeconomic conditions, trends in eldercare services, and internal company operations, coupled with qualitative interviews and quantitative research, revealed various challenges within the service's marketing strategies. These encompass unclear positioning, non-competitive pricing strategies, underutilized online channels, technological implementation challenges, inconsistent service experiences, and a lack of performance evaluation. The study indicates that these issues stem from both external uncertainties and internal strategic planning and execution challenges. Addressing these findings, the research proposes targeted improvement strategies. Firstly, optimizing the STP positioning strategy segments target customers into middle-class, high-net-worth, and inclusive elderly care customer categories, offering personalized services to different groups. Secondly, based on the 7PS theory, comprehensive optimization suggestions in product, pricing, distribution, promotion, personnel, processes, and physical evidence aim to elevate service quality and market competitiveness. Suggestions include diversified service packages and technology-enhanced products, flexible pricing models, multi-channel coverage, promotional activities, staff training, optimized service processes, and improved physical displays, all aimed at providing better services to various customer groups and enhancing service quality and market position for Ping An Group in the elderly care sector.
This research's conclusions offer substantial strategic guidance for Ping An Group in the elderly care market. Through refined and innovative marketing strategies, the company will better meet diverse customer needs, enhance service quality, solidify its position in the home elderly care market, and provide users with higher-quality and more thoughtful service experiences.