【作者】 张贺；

【导师】 张金山；

【作者基本信息】 吉林大学 ， 工程硕士（专业学位）， 2016， 硕士

【摘要】 我国从1999开始,人口老龄化的现象越来越严重,预计2050年,我国的老年人口将占世界老年人口的1/4,达到4.83亿,这就意味着比发达国家的老年人口总数还多1亿。与此同时,人们也将更多的目光投向养老问题,这就说明在我国目前的社会环境下,养老已逐渐成为方兴未艾的大产业,乡村养老度假成为现代服务业发展的新风向,同时也是解决老龄化问题的新举措。泰康之家海棠湾养老度假村顺应养老市场发展的大趋势,由泰康人寿投资建设的高水平养老服务社区。再其发展的过程中也存在着诸多的问题,因此,本文以促进泰康之家海棠湾养老度假村将康发展为研究目标,试图探索泰康之家海棠湾养老度假村市场推广营销策略。本文首先介绍研究背景与意义,对研究内容与方法进行总结并整理相关文献综述与理论研究为泰康之家海棠养老度假村项目营销策略做铺垫。其次,对泰康之家海棠养老度假村项目进行概述,接着做具体的环境分析,包括宏观环境分析、微观市场分析和SWOT分析,通过细致分析找到泰康之家海棠养老度假村的发展机遇以及需要面对的威胁和挑战。再次,对泰康之家海棠养老度假村消费者行为进行分析,以问卷调查的形式,分析老年人的基本生活需求。进而做产品市场细分及定位。最后,提出武汉和日本的养老社区的典型案例,借鉴其成功经验,为泰康之家海棠湾养老度假村营销战略选择提供依据,提出了会员制营销、公益营销、文化营销、市场细分促销、联合促销和网络促销以及市场促销策略。通过案例实证研究泰康之家海棠湾开发成为养老度假村的机遇与挑战,重点探讨了它的养老产品的优势、养老度假村的发展需求和养老度假村营销问题,为养老度假村的开发提出一套较为具体的方案。更多还原

【Abstract】 Since 1999 in our country, the phenomenon of an aging population is more and more serious, is expected in 2050, China’s aging population will make up about a quarter of the world’s aging population, 483 million, this means that the elderly population than developed countries more than 100 million. At the same time,people will be more attention to pension problem, this means that the current social environment in our country, the endowment has gradually become a burgeoning industry, rural endowment vacation become the fresh air to the modern service industry development, is also the new measures to solve the problem of aging population.This paper first introduces the research background and significance, research contents and methods for summarize and organize related literature review and theoretical research to the home of taikang haitang pension resort project marketing strategy. Second, the home of taikang haitang endowment resort project are summarized, then the analysis of the specific environment, including macro environment, micro market analysis and SWOT analysis, through detailed analysis to find the home of taikang haitang pension resort development opportunities and the threats and challenges to face. Again, the home of taikang haitang pension resort of consumer behavior analysis, in the form of questionnaire survey, analyzed the basic needs of old people. In product market segmentation and positioning. Finally, the paper puts forward the typical cases of wuhan and Japanese pension community and draw lessons from the successful experience, marketing for the home of taikang pension haitang bay resort which provides the basis for strategic choice.Through case home of empirical studies of taikang haitang bay development become the opportunities and challenges of endowment resort, probes into the its endowment product advantage, demand for the development of pension resort and pension resort marketing problems, for pension resort development puts forward a set of more specific solution.更多还原