西京老年公寓营销策略研究

发布时间：2018-05-13 04:08

本文选题：老年公寓 + 养老行业　；参考：《兰州交通大学》2017年硕士论文

【摘要】：随着中国人口老龄化脚步的加快、家庭结构日趋小型化、家庭养老功能日渐弱化,子女在社会中“打拼”往往无暇顾及家中的老人,传统的养老方式正面临着严峻的挑战,老人群体本身在养老观念上也在发生转变。目前,越来越多的年轻人希望父母到老年公寓,特别是那些“空巢老年”家庭,从而促进了城市老年服务行业的迅速发展。老龄化作为一个社会问题一方面给社会发展带来多方面问题,另一方面也隐含着巨大的市场。中国的养老市场随着老年人比例逐渐增大,将形成无可估量的成长空间。然而,西京老年公寓在经过快速的发展之后,取得了一定的市场份额,但在进一步发展中遇到了问题,发展因此受限。为了解决西京老年公寓的发展问题,需要重新梳理全国的养老产业发展现状,调查研究西安市的市场需求,找到西京老年公寓发展中的矛盾点,然后查阅相关理论,找到正确的研究方法,仔细分析养老产业在发展中遇到的问题,具体分析西京老年公寓发展中存在的问题,找到问题解决的办法,助推西京老年公寓的健康发展,为养老产业的发展探索出一条适合发展的道路。经过对养老产业的调研,我们发现,许多同类的养老公寓在现阶段的发展中都面临同样的问题。一边是老年人口急剧增加,市场需求剧增,老年公寓的发展迎来了极好的市场机遇,另一方面,老年朋友群体收入十分有限,消费能力有限,因此老年人需要的是价格适中,能满足需求,比较舒适的生活环境。这就注定养老事业不会出现高利润,让许多投资商望而却步。现有的老年公寓也因为缺乏投资,规模小,还存在数量少,地区分布不均的特点。现有的老年公寓都看到了市场发展机遇,都想抓住这一发展机遇,扩大规模,现实却不尽人意,发展只能是举步维艰。另外,也有房地产公司对这种新型房地产商品类型进行了调查摸底,也有很多社会资金都看准养老市场和需求,也有很多城市的很多老年公寓即将启动建设,总之,养老产业更多体现的是社会福利,不可能给投资者带来高收益、高回报,所以养老产业对投资者并没有多大的吸引力。而现有的老年公寓品质层次较低,甚至根本没有提供相应的养老服务。本文基于市场营销理论基础,结合西安养老市场现状,通过对市场进行调查和研究,分析西京老年公寓内外部环境,找准市场定位、细分市场,并制订相应的产品、营销策略。具体来看,本文研究主要分为以下几个部分。导论部分,查阅我国养老行业背景资料,探讨我国人口结构、老龄化等问题,分析并得出我国养老市场未来的发展空间巨大。与西京老年公寓和西安地区很多的老年公寓发展受限的实际情况相矛盾,明确研究的目的和意义,在此基础上依据西京老年公寓的发展现状确定本文研究的框架和内容、提出研究方法和思路;有关理论基础部分,梳理市场营销相关理论,如目标市场营销战略、营销组合策略与顾客满意理论等,为后文的研究分析提供理论依据;紧接着研究中国养老产业的发展现状,将视角锁定在西安市,采用问卷调查的方式,调查并分析西安老年群体养老现状和未来养老需求,了解当地老年人居家养老、社区养老与社会养老形式,总结西安养老市场发展特点;介绍西京老年公寓现状,西京老年公寓需要继续发展,就必须要立足现实,调研市场环境、背景。因此对西京老年公寓现有客户进行满意度调查,在调查结果的基础上对西京老年公寓的营销策略进行分析,找出西京老年公寓在营销中存在的问题,最后结合西京老年公寓营销方面的不足,从市场细分、目标市场选择、市场定位、市场营销组合策略的角度提出建议。本文运用了市场营销的有关基础理论,运用一定的研究方法,对西京老年公寓的现状和营销策略进行研究、分析,结合上述理论,得出结论。在理论方面,从市场营销有关基础理论入手,分析了目标市场营销战略、市场营销组合理论、顾客满意理论,并对以上理论进行阐述;对西京老年公寓进行了全面的介绍,并对宏观养老产业环境,我国养老服务页的前景进行了分析,发现西京老年公寓的自然环境、人文环境、管理服务优势明显,有很大的发展潜力。
[Abstract]:With the acceleration of the aging of the population in China, the family structure is becoming smaller and smaller, the family pension function is weakening. The children in the society are often unable to take care of the elderly in the family. The traditional way of the old age is facing a severe challenge. The elderly group itself is also changing in the concept of the old age. At present, more and more young people are young. People want their parents to go to the old apartment, especially those "empty nest elderly" families, which has promoted the rapid development of the urban elderly service industry. As a social problem, aging has brought many problems to the social development, and on the other hand it has a huge market. The proportion of the Chinese pension market has gradually increased with the proportion of the elderly. It will form an inestimable growth space. However, after the rapid development, Xijing old apartment has gained a certain market share, but it has encountered some problems in the further development and the development is limited. In order to solve the problem of the development of the old apartment in Xijing, we need to RECOMB the status of the development of the national pension industry and investigate the West. In order to find the contradiction point in the development of Xijing old apartment, we find out the correct research methods and carefully analyze the problems encountered in the development of the pension industry, analyze the problems in the development of the old apartment in Xijing and find out the solutions to solve the problem, and promote the healthy development of the old apartment in Xijing. The development of the old-age industry has explored a road for development. Through the investigation of the old-age industry, we find that many similar old-age apartments are facing the same problems in the development of the present stage. One side is the rapid increase in the elderly population, the increase of market demand, the development of the old apartment and the good market opportunity, on the other hand, the old. The annual income of friends is very limited and the consumption ability is limited, so the old people need a moderate price to meet the needs and more comfortable living environment. This is doomed to not have high profit and prohibit many investors. The existing old apartment is also due to lack of investment, small size, and a small number of areas. The existing old apartments have seen the opportunity for the development of the market. They all want to seize this opportunity and expand the scale. The reality is not satisfactory. The development can only be difficult. In addition, there are also the Real Estate Company to investigate the new type of real estate commodity, and there are many social funds for the pension market and the need. In a lot of cities, many old apartments are about to be started. In a word, the old-age industry is more social welfare. It is impossible to bring high returns and high returns to the investors. So the old-age industry has not much attraction to investors. The quality of the old apartment is low, and it doesn't even provide the corresponding pension at all. Based on the theory of marketing theory and the status of the Xi'an pension market, this paper analyzes the internal and external environment of the elderly apartment in Xijing, finds the market positioning, subdivides the market, and formulates the corresponding products and marketing strategies. The background data of China's pension industry, the population structure and aging of our country are discussed, and the future development space of our country's pension market is great. It is contradictory to the actual situation of the old apartment in Xijing and many old apartments in Xi'an, and the purpose and significance of the research are clearly defined. On this basis, the elderly male is on the basis of Xijing. The framework and content of this study are determined, and the research methods and ideas are put forward. The relevant theoretical basis, combing the marketing related theories, such as the target marketing strategy, the marketing combination strategy and the customer satisfaction theory, provides a theoretical basis for the research and analysis of the latter, and then studies the development of the Chinese pension industry. The angle of view is locked in the city of Xi'an. By means of questionnaire survey, we investigate and analyze the status of the elderly and the needs of the future for the aged in Xi'an, understand the old-age home for the elderly, the form of community pension and social endowment, summarize the characteristics of the development of the pension market in Xi'an, and introduce the status of the apartment for the elderly in Xijing, the elderly apartment in Xijing needs to continue to develop. Therefore, we must base on the reality, investigate the market environment and the background. Therefore, we investigate the satisfaction of the existing customers in Xijing old apartment, analyze the marketing strategy of Xijing old apartment on the basis of the survey results, find out the existing problems in the marketing of the old apartment in Xijing, and finally combine the deficiency of the marketing aspects of the old apartment in Xijing, from the city. Field subdivision, target market selection, market positioning, marketing combination strategy put forward suggestions. This paper uses the basic theory of marketing, the use of certain research methods, research on the status and marketing strategy of Xijing old apartment, analysis, and draw conclusions in combination with the theory, in theory, marketing related Based on the basic theory, this paper analyzes the marketing strategy of target, the theory of marketing combination, the theory of customer satisfaction, and expounds the above theory, and gives a comprehensive introduction to the old apartment in Xijing, and analyses the prospect of the old-age service page in the macro pension industry environment, and finds the natural environment and humanity of the old apartment in Xijing. Environment and management services have obvious advantages and great potential for development.

【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23;D669.6;F274

【参考文献】