国有老人福利机构市场营销策略

Marketing Tactics for the State-Operated Welfare Agency of the Aged

在"社会福利社会化"的背景下,国有老人福利机构竞争意识缺乏,机制僵硬,组织结构机关化,很难适应新的形势。应运用市场营销的理念和方法,采取增长型策略,关注服务对象的需求,改善服务品质,调整组织结构,加强市场调查,制订市场营销计划,促进项目开发,开展多元化服务,从而增强国有老人福利机构的市场竞争力。

Under the background of 'social welfare to be socialized', it is difficult for thestate-operated welfare agency of the aged to conform to the situation of development because ofthe lack of competitive awareness, the rigid mechanism and the officialized organization. Thesolution to this should be applying marketing ideas and means, following the demands of the aged,improving its service quality, developing marketing consciousness, restructuring its organization,strengthening market investigation, adopting the tactic of increase, providing pluralistic service,combining marketing plan with secured implementation, etc. All these will increase the agency's competitive power in market.