X公司养老房地产的定位策略研究

发布时间：2018-01-19 04:38

本文关键词： 养老服务养老地产项目运营市场定位　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,我国面临着日益严重的老龄化问题。一方面,老年人口增长迅速,如何养老的问题日益凸显,养老产业需求旺盛;另一方面,老龄客户养老途径单一,养老产业中客户市场细分不够,针对高端客户的养老产品缺乏。如今,集休闲、娱乐、养老于一体的高端房地产养老逐步得到国家支持并发展起来,然而养老地产目前在国内的研究相对较少,在项目的实施过程中遇到很多问题。鉴于此,本文通过借鉴国外养老地产的相关经验,以X公司的养老地产项目为例,从项目的市场定位入手进行市场调查,从优势、劣势、机会、威胁四个大方面对该养老地产项目进行分析,实现养老地产项目的定位,并根据项目的具体特点,为项目的运行策略提供建议,构建具体服务板块并进行投资估算。
[Abstract]:At present, China is facing an increasingly serious problem of aging. On the one hand, the aging population is growing rapidly, the problem of how to provide for the aged has become increasingly prominent, and the demand of the pension industry is exuberant; On the other hand, the aging customer pension way is single, the pension industry customer market segmentation is not enough, the pension products for high-end customers are lacking. Now, set leisure, entertainment. Pension in the high-end real estate pension gradually received state support and development, but pension real estate in the domestic research is relatively small, in the implementation of the project encountered a lot of problems. In view of this. This paper takes X Company's pension real estate project as an example to carry on market investigation from the market orientation of the project, from the advantages, disadvantages, opportunities through drawing lessons from the relevant experience of foreign pension real estate. Threats to the four major aspects of the pension real estate project analysis to achieve the location of the pension real estate project, and according to the specific characteristics of the project, to provide suggestions for the project operation strategy. Build specific service sectors and carry out investment estimates.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669.6;F299.23

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