【作者】 李华；

【导师】 刘汝萍；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 随着全球老龄化程度的不断加剧,作为世界人口大国的中国,老龄化程度和速度与世界其他国家相比发展更为迅速,“未富先老”的状况给我国的经济增长和社会稳定带来巨大的压力。国家和各级政府大力扶持民办养老机构,鼓励创新养老模式以适应目前的养老市场。本文以当前养老市场为背景,依据沈阳市养老市场的现状,通过对宏观环境和养老行业发展前景的分析,结合LJ-NTFJ社区养老服务站的实际情况,对社区养老模式进行了具体的研究。通过分析LJ-NTFJ社区养老服务站运营过程中存在的问题和不足,运用SWOT分析法为养老服务站选择合适的发展战略,制定总体目标,并以市场细分理论为指导,明确了养老服务站的目标对象和市场定位,结合7P组合策略理论,为养老服务站在产品、定价、人员、过程、促销、渠道、有形展示等七要素方面制定了具体的营销策略,以解决养老服务站目前所面临的运营困境。本文研究的意义在于从理论方面以期为服务营销策略研究提出新的研究思路和方向,在实践方面通过对LJ-NTFJ社区养老服务站实例的研究,对于同类型的养老服务站的未来发展、养老服务站服务营销策略的制定等提出可供参考的依据,为提高和改善老年人的生活质量和生存条件,丰富老年人的晚年生活,真正实现“老有所养,老有所依,老有所乐”的目的做出力所能及的贡献。更多还原

【Abstract】 With the increasing degree of global aging,as a large population country in the world,China’s aging degree and speed develop more rapidly than other countries in the world.The situation of "old before rich" brings huge pressure to China’s economic growth and social stability.The state and governments at all levels vigorously support private pension institutions and encourage innovation of pension models to adapt to the current pension market.This article takes the current pension market as the background,and based on the current situation of the pension market in Shenyang,analyzes the macro environment and the development prospects of the pension industry,and combines the actual situation of the LJ-NTFJ community pension service station to carry out specific research on the community pension model.By analyzing the problems and deficiencies in the operation of the LJ-NTFJ community elderly service station,the SWOT analysis method was used to select a suitable development strategy for the elderly service station,formulate the overall goal,and use the market segmentation theory as a guide to clarify the elderly service station The target audience and market positioning,combined with the 7P combination strategy theory,have formulated specific marketing strategies for the seven elements of the product,pricing,personnel,process,promotion,channels,and physical display of the elderly service station to solve the current problems faced by the elderly service station.Operational dilemma.The significance of this study is to put forward new research ideas and directions for the study of service marketing strategy in theory.In practice,through the study of LJ-NTFJ community elderly service station,the paper puts forward reference basis for the future development of the same type of elderly service station and the formulation of service marketing strategy of elderly service station,so as to improve and improve the quality of life of the elderly And living conditions,enrich the old people’s life,and truly realize the purpose of "providing for the old,depending on the old,enjoying the old" to make contributions within our capabilities.更多还原