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论文编号：	4692
作者编号：	2120102654
上传时间：	2012/12/10 22:25:48
中文题目：	天津市高端盈利性老年公寓的经营模式与市场营销策略研究
英文题目：	Research on Operating Model and Marketing Strategy of Tian Jin High-End Profitable Apartments for the Elderly
指导老师：	许晖
中文关键字：	老年公寓；租、售及以房养老组合模式；市场营销组合策略；整合营销传播
英文关键字：	Apartment for the aged, A compound operating model of renting out, selling and living by the rent of one’s own house, Marketing strategy, Integrated marketing communication strategy.
中文摘要：	自1999年中国步入老龄化社会以来，老龄化进程逐步加快。13亿中国人中2000年只有8600万人超过65岁，2010年已经有1.18亿人。据国家统计局估计，到2040年老人的数字将上升到3.29亿人，而到2050年，将有1/3的中国人会超过65岁。这无疑将会对中国传统的养老模式提出一大考验。国家“十二五”规划中这样提到：“全社会应积极应对老龄化，注重发挥家庭和社会功能，优先发展社会养老服务，培育壮大老龄服务事业和产业”。老年人的居住问题是伴随着人口老龄化问题而逐渐凸显出来的问题之一。养老公寓的发展正是解决老龄化问题的有效措施之一。本文首先对中国老龄化的现状、趋势及养老模式的变迁进行分析描述，提出了现有的居住条件已无法满足老年人的需求这一问题。进而在借鉴国外老年公寓发展的先进经验的基础上，以天津市老年公寓市场为例，对高端盈利性老年公寓的市场环境及市场需求做出分析，并且在对天津市老年公寓运营的现存问题的剖析总结的基础之上提出了适合老年公寓经营的租、售及“以房养老”组合模式及产业链延伸的盈利模式。同时，本文还结合对天津“三高”人群关于高端盈利性老年公寓需求状况的抽样调查及相关的房地产理论知识，有针对性的提出了高端盈利性老年公寓的STP策略、市场营销组合策略及整合营销传播策略，并以雲杉镇项目为案例，对上述策略做出了补充性的说明。作者希望通过对本文的研究，可以为天津，乃至我国高端盈利性老年公寓市场的良性发展提供良好的理论依据及现实指导。
英文摘要：	Since China entered aging society in 2009, the aging process has been accelerated gradually. Among the 1.3 billion population of China, only 86 million are older than 65, however, it rising to 118 million in 2010. It is estimated by National Bureau of Statistics that the number of the elderly is going to be 329 million by 2040, while even one third of Chinese will be over 65 by 2050. This phenomenon presents undoubtedly a great challenge to the traditional pension model. As is mentioned in “12th Five-Year Plan”, “the society should make positive efforts to deal with the aging of population, focusing on family and social function, giving priority to the development of social service for the senior population, and fostering the growth of elderly-oriented service utilities and industry” The inhibition for the elderly is one of the problems arising from population aging. To solve the problem, the developing of profitable apartments for senior people is an effective measure. The thesis describes and analyzes the existing situation and trend of aging and the changes in pension mode, summarizing that the present living conditions can’t meet the needs of the elderly. Based on advanced experience in the growth of senior house in foreign countries, the thesis takes Tianjin as an example to look into market environment and demands for high-end profitable house for the aged. Finally, on the basis of the analysis and conclusion of existing problem in the operation of house for the elderly in Tianjin City, and to ensure its normal running, the thesis puts forward a compound model, featuring a combination of renting out, selling and “living by the rent of one’s own house” and an extended profit pattern of industrial chain, In the meantime, combining with sample survey of Three-High population on the demand of high-end profitable apartment for the elderly and relevant theoretical knowledge on real estate, the thesis pertinently suggests STP strategy, marketing strategy, and integrated marketing communication strategy, making complementary descriptions to these strategies with the reference to the project in Yunshan Town. According to analysis in this thesis paper, the author hopes to provide theoretical basis and practical guidance for the normal development of high-end profitable apartment for the aged in Tianjin City.
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