随着经济增长和人民物质生活水平的不断提高,老年人的精神文化需求F1益增长,

老年人更多地追求高层次的享受,以达到精神的满足,实现“积极老龄化”。越来越多

的老年人走出家门、走出国门,畅游于各大景点当中,从而JT拓视野,延年益寿,老年

旅游逐渐成为了老年人生活中的重要组成部分。同时中国人均GDP已超过6000美元,

推动了老年旅游市场的发展。

老年旅游市场给老年旅游产品的发展带来了更广阔的发展空间,不少公司都针对不

同旅游者的需求推出新的旅游产品,基于老年人的特殊性,老年旅游产品呈现出新的特

点。老年旅游市场前景非常广阔,佴在发展过程中仍然存在一定的问题和缺陷。

本文选取了广州老年旅游市场中的典型代表A公司作为分析的主要对象。A公司主

营老年旅游产品,针对广州老年旅游市场现状,A公司在老年旅游市场幵拓以及产品营

销方面取得一定的成绩,同时也存在一定的问题。重点分析了老年旅游的特点、老年旅

游存在的问题、老年旅游产品的设计原则、公司的主要竞争对手等因素,研究和探讨A

公司老年旅游产品的营销对策,显得尤为重要。

本文希望运用所学的专业知识,结合A公司的发展状况,针对老年旅游产品现阶段

存在的问题,探讨老年旅游产品的营销策略,为R后老年旅游市场和产品营销提出宝贵

的建议,带动老年旅游市场的发展。

关键词:A公司;老年旅游产品;营销策略

Abstract

With the economic growth and improvement of people's living standards, spiritual and

cultural needs for the elderly are increasing, they pursue more high-level enjoyments to

achieve spiritual fulfillment and permit “active aging. More and more older people get out of

their houses and go abroad,enjoying in various tourist attractions, to broaden their horizons

and prolong their lives, the elderly tourism has gradually become an important part of the old

people's life. Meanwhile, China's per capita GDP has exceeded to US$6000,which promotes

the development in the elderly tourism market.

Elderly tourist market has brought a vaster space to the development of elderly tourism

products, many companies have launched new tourist products to meet different needs of

tourists, in view of the particularity of the old people,elderly tourist products present new

features. The prospect of elderly tourist market is bright, but in the developing process, it still

has some problems and defects.

This paper has selected Company A,based in Guangzhou for elderly tourist market

typically, as the main target to study. The main business scope of Company A is elderly tourist

products, in view of the current situation of elderly tourist market in Guangzhou, Company A

has made certain achievements in the exploitation of elderly tourist market and product

marketing, but also there are some problems existing in the company. The paper emphasizes

on the characteristics of elderly tourism,existing problems in elder tourism, design principles

for elderly tourist products, company A,s main competitors and some other factors,studies

and explores marketing strategy of elderly tourist products for Company A, it appears

particularly important.

This paper aims to apply the expertise learnt, combines with Company A,s developing

situations, in view of the current existing problems in elderly tourist products,to discuss the

marketing strategy of elderly tourist products, to put forward valuable suggestions for fiiture

elderly tourist market and product marketing, so as to drive the development of the elderly

tourist market-

Key words: A company; Elderly Tourism Product; Marketing Strategy