本文選題：老年公寓 + 養(yǎng)老行業(yè)�。� 參考：《蘭州交通大學(xué)》2017年碩士論文

【摘要】：隨著中國(guó)人口老齡化腳步的加快、家庭結(jié)構(gòu)日趨小型化、家庭養(yǎng)老功能日漸弱化,子女在社會(huì)中“打拼”往往無暇顧及家中的老人,傳統(tǒng)的養(yǎng)老方式正面臨著嚴(yán)峻的挑戰(zhàn),老人群體本身在養(yǎng)老觀念上也在發(fā)生轉(zhuǎn)變。目前,越來越多的年輕人希望父母到老年公寓,特別是那些“空巢老年”家庭,從而促進(jìn)了城市老年服務(wù)行業(yè)的迅速發(fā)展。老齡化作為一個(gè)社會(huì)問題一方面給社會(huì)發(fā)展帶來多方面問題,另一方面也隱含著巨大的市場(chǎng)。中國(guó)的養(yǎng)老市場(chǎng)隨著老年人比例逐漸增大,將形成無可估量的成長(zhǎng)空間。然而,西京老年公寓在經(jīng)過快速的發(fā)展之后,取得了一定的市場(chǎng)份額,但在進(jìn)一步發(fā)展中遇到了問題,發(fā)展因此受限。為了解決西京老年公寓的發(fā)展問題,需要重新梳理全國(guó)的養(yǎng)老產(chǎn)業(yè)發(fā)展現(xiàn)狀,調(diào)查研究西安市的市場(chǎng)需求,找到西京老年公寓發(fā)展中的矛盾點(diǎn),然后查閱相關(guān)理論,找到正確的研究方法,仔細(xì)分析養(yǎng)老產(chǎn)業(yè)在發(fā)展中遇到的問題,具體分析西京老年公寓發(fā)展中存在的問題,找到問題解決的辦法,助推西京老年公寓的健康發(fā)展,為養(yǎng)老產(chǎn)業(yè)的發(fā)展探索出一條適合發(fā)展的道路。經(jīng)過對(duì)養(yǎng)老產(chǎn)業(yè)的調(diào)研,我們發(fā)現(xiàn),許多同類的養(yǎng)老公寓在現(xiàn)階段的發(fā)展中都面臨同樣的問題。一邊是老年人口急劇增加,市場(chǎng)需求劇增,老年公寓的發(fā)展迎來了極好的市場(chǎng)機(jī)遇,另一方面,老年朋友群體收入十分有限,消費(fèi)能力有限,因此老年人需要的是價(jià)格適中,能滿足需求,比較舒適的生活環(huán)境。這就注定養(yǎng)老事業(yè)不會(huì)出現(xiàn)高利潤(rùn),讓許多投資商望而卻步�，F(xiàn)有的老年公寓也因?yàn)槿狈ν顿Y,規(guī)模小,還存在數(shù)量少,地區(qū)分布不均的特點(diǎn)�，F(xiàn)有的老年公寓都看到了市場(chǎng)發(fā)展機(jī)遇,都想抓住這一發(fā)展機(jī)遇,擴(kuò)大規(guī)模,現(xiàn)實(shí)卻不盡人意,發(fā)展只能是舉步維艱。另外,也有房地產(chǎn)公司對(duì)這種新型房地產(chǎn)商品類型進(jìn)行了調(diào)查摸底,也有很多社會(huì)資金都看準(zhǔn)養(yǎng)老市場(chǎng)和需求,也有很多城市的很多老年公寓即將啟動(dòng)建設(shè),總之,養(yǎng)老產(chǎn)業(yè)更多體現(xiàn)的是社會(huì)福利,不可能給投資者帶來高收益、高回報(bào),所以養(yǎng)老產(chǎn)業(yè)對(duì)投資者并沒有多大的吸引力。而現(xiàn)有的老年公寓品質(zhì)層次較低,甚至根本沒有提供相應(yīng)的養(yǎng)老服務(wù)。本文基于市場(chǎng)營(yíng)銷理論基礎(chǔ),結(jié)合西安養(yǎng)老市場(chǎng)現(xiàn)狀,通過對(duì)市場(chǎng)進(jìn)行調(diào)查和研究,分析西京老年公寓內(nèi)外部環(huán)境,找準(zhǔn)市場(chǎng)定位、細(xì)分市場(chǎng),并制訂相應(yīng)的產(chǎn)品、營(yíng)銷策略。具體來看,本文研究主要分為以下幾個(gè)部分。導(dǎo)論部分,查閱我國(guó)養(yǎng)老行業(yè)背景資料,探討我國(guó)人口結(jié)構(gòu)、老齡化等問題,分析并得出我國(guó)養(yǎng)老市場(chǎng)未來的發(fā)展空間巨大。與西京老年公寓和西安地區(qū)很多的老年公寓發(fā)展受限的實(shí)際情況相矛盾,明確研究的目的和意義,在此基礎(chǔ)上依據(jù)西京老年公寓的發(fā)展現(xiàn)狀確定本文研究的框架和內(nèi)容、提出研究方法和思路;有關(guān)理論基礎(chǔ)部分,梳理市場(chǎng)營(yíng)銷相關(guān)理論,如目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略、營(yíng)銷組合策略與顧客滿意理論等,為后文的研究分析提供理論依據(jù);緊接著研究中國(guó)養(yǎng)老產(chǎn)業(yè)的發(fā)展現(xiàn)狀,將視角鎖定在西安市,采用問卷調(diào)查的方式,調(diào)查并分析西安老年群體養(yǎng)老現(xiàn)狀和未來養(yǎng)老需求,了解當(dāng)?shù)乩夏耆司蛹茵B(yǎng)老、社區(qū)養(yǎng)老與社會(huì)養(yǎng)老形式,總結(jié)西安養(yǎng)老市場(chǎng)發(fā)展特點(diǎn);介紹西京老年公寓現(xiàn)狀,西京老年公寓需要繼續(xù)發(fā)展,就必須要立足現(xiàn)實(shí),調(diào)研市場(chǎng)環(huán)境、背景。因此對(duì)西京老年公寓現(xiàn)有客戶進(jìn)行滿意度調(diào)查,在調(diào)查結(jié)果的基礎(chǔ)上對(duì)西京老年公寓的營(yíng)銷策略進(jìn)行分析,找出西京老年公寓在營(yíng)銷中存在的問題,最后結(jié)合西京老年公寓營(yíng)銷方面的不足,從市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位、市場(chǎng)營(yíng)銷組合策略的角度提出建議。本文運(yùn)用了市場(chǎng)營(yíng)銷的有關(guān)基礎(chǔ)理論,運(yùn)用一定的研究方法,對(duì)西京老年公寓的現(xiàn)狀和營(yíng)銷策略進(jìn)行研究、分析,結(jié)合上述理論,得出結(jié)論。在理論方面,從市場(chǎng)營(yíng)銷有關(guān)基礎(chǔ)理論入手,分析了目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略、市場(chǎng)營(yíng)銷組合理論、顧客滿意理論,并對(duì)以上理論進(jìn)行闡述;對(duì)西京老年公寓進(jìn)行了全面的介紹,并對(duì)宏觀養(yǎng)老產(chǎn)業(yè)環(huán)境,我國(guó)養(yǎng)老服務(wù)頁的前景進(jìn)行了分析,發(fā)現(xiàn)西京老年公寓的自然環(huán)境、人文環(huán)境、管理服務(wù)優(yōu)勢(shì)明顯,有很大的發(fā)展?jié)摿Α?br/>[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.

【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.23;D669.6;F274

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