当前我国正处于老龄化社会的初期，老年人口数量及比重快速增加，为了给老年 人提供高质量的服务机构和具有专业技能的护理人员，引入市场机制、发展民营养老 院势在必行。然而目前大部分民营养老院营销管理还存在很大问题，无法吸引目标客 户，这使得我国民营养老院在发展过程中在缓解我国养老压力方面的作用还不明显， 因此我国迫切需要系统的研究民营养老院的营销管理的问题。 本论文通过对绵阳市WH养老院环境分析，运用4P营销理论、SWOT、五力竞争 模型分析工具对WH养老院营销策略进行研究，发现其营销策略存在以下问题：在产 品策略上，有形产品不能满足消费者的需要，无形产品的建设投入不够；在价格策略 上，价格弹性不够灵活，没有制定多层次定价策略和购买保险的措施；在渠道策略上， 主要采取电话营销和销售中心营销这两种直接渠道，即使是单一的营销渠道中也存在 着很多问题；在促销策略上，缺乏现场展示促销、口碑促销、多种媒介推广促销和专 业的营销团队。针对WH养老院营销策略存在的问题，根据4P营销理论，优化WH 养老院营销策略：在产品营销策略上，进一步提高有形和无形产品质量；在价格营销 策略上，制定保险措施保障入住老人和养老院的权益，采用多样化定价策略优化价格； 在促销策略上，利用良好的口碑宣传、采取多种媒介、现场活动展示等多种促销方式， 并加强对营销团队的培养；在渠道策略上，直接渠道和间接渠道不断优化，加强对投 诉渠道的建设。在WH养老院营销策略优化的实施保障方面，需要着重加强组织机构、 人力资源、财务制度、信息化和企业文化等方面的保障措施。 WH养老院作为民营养老机构，通过对营销策略的优化并提出保障措施，既能够 提高养老院的核心竞争力，又对同类型的民营养老院来说有一定的参考意义。 关 键 词：民营养老院；营销策略； 4P营销理论；SWOT；波特五力竞争模型 论文类型：应用研究 西南科技大学硕士学位论文 Ⅱ ABSTRACT At present, China is in the early stage of aging society, and the number and proportion of the elderly population are increasing rapidly. In order to provide high-quality service institutions and nursing personnel with professional skills for the elderly, it is imperative to introduce market mechanism and develop private pension institution.However, the marketing management of most private pension institution is still a big problem, unable to attract target customers, WHich makes the role of private pension institution in relieving the pressure of elderly care in China is not obvious in the process of development. Therefore, China urgently needs to systematically study the marketing management of private pension institution. By analyzing the environment of WH private pension institution in mianyang city, this paper studies the marketing strategy of WH private pension institution by using 4P marketing theory, SWOT and five-force competition model, and finds that the following problems exist in its marketing strategy: in terms of product strategy, tangible products cannot meet the needs of consumers, and the construction investment of intangible products is not enough.In terms of price strategy, price elasticity is not flexible enough, and there is no multi-level pricing strategy and insurance purchase measures.In terms of channel strategy, telemarketing and sales center marketing are the main two direct channels.In terms of promotion strategy, there is a lack of on-site display promotion, word-of-mouth promotion, multi-media promotion and professional marketing team.Aiming at the problems existing in marketing strategy of WH private pension institution, the marketing strategy of WH private pension institution is optimized according to 4P marketing theory.In terms of price marketing strategy, insurance strategy is developed to protect the rights and interests of the elderly and nursing homes, and diversified pricing strategy is adopted to optimize the price.In terms of promotion strategies, we should make use of good word-of-mouth publicity, adopt various promotion methods such as various media and on-site activities, and strengthen the cultivation of the marketing team.In terms of channel strategy, direct channel and indirect channel are continuously optimized to strengthen the construction of complaint channel.In terms of the implementation guarantee of marketing strategy optimization of WH nursing home, it is necessary to strengthen the guarantee measures of organizational structure, human resources, financial system, informatization and corporate culture. WH nursing home, as a private pension institution, can not only improve the core competitiveness of nursing homes through optimizing the marketing strategy and proposing safeguard measures, but also has certain reference significance for private nursing homes of the same type. KEY WORDS：Private pension institution; Marketing strategy; 4P marketing theory; SWOT; Michael Porter's Five Forces Model TYPE OF THESIS: Application Research ABSTRACT 3 目 录 1 绪论 .................................................................................................................................. 1 1.1 研究背景及意义 ........................................................................................................ 1 1.1.1 研究背景 ............................................................................................................. 1 1.1.2 研究意义 ............................................................................................................. 2 1.2 研究内容与方法 ........................................................................................................ 3 1.2.1 研究内容 ............................................................................................................. 3 1.2.2 研究方法 ............................................................................................................. 3 1.3 研究技术路线 ............................................................................................................ 4 1.4 本文的创新................................................................................................................ 4 2 文献综述和相关基础理论概述 ....................................................................................... 6 2.1 文献综述 ................................................................................................................... 6 2.1.1 国内研究概述 ..................................................................................................... 6 2.1.2 国外研究概述 ..................................................................................................... 7 2.1.3 文献评述 ............................................................................................................. 8 2.2 相关基础理论概述 .................................................................................................... 8 2.2.1 4P理论 ................................................................................................................ 8 2.2.2 SWOT分析 ......................................................................................................... 9 2.2.3 五力竞争模型分析 ............................................................................................. 9 3 绵阳市WH民营养老院营销环境分析 ......................................................................... 10 3.1 绵阳市WH民营养老院概况介绍 .......................................................................... 10 3.1.1 WH养老院的基本情况 ..................................................................................... 10 3.1.2 WH养老院的人力资源情况 ............................................................................. 10 3.1.3 WH养老院的财务情况 ..................................................................................... 11 3.1.4 WH养老院的企业文化情况 ............................................................................. 12 3.2 WH民营养老院入住老人调查研究及SWOT分析 ................................................ 12 3.2.1 入住老人的调查研究 ....................................................................................... 12 3.2.2 WH养老院SWOT分析 .................................................................................... 16 3.3 绵阳市WH民营养老院竞争环境分析 ................................................................... 19 3.3.1