摘要
摘要
为应对我国日益严峻的老龄化形势，在 2019年中共中央办公厅国务院办公
厅印发的《国家积极应对人口老龄化中长期规划》中提出了打造高质量的为老服
务和产品供给体系的总体方案。养老产业面临着蓬勃发展期与业内中高端市场竞
争激烈并存态势，养老机构的营销策略是否得当，已经成为制约企业健康发展的
关键因素之一。
位于登封市“医、养、游”养老机构 Y企业，截止 2020年底，入住率仅有
约 10%，企业管理面临着极大的资金回笼、盈利目标压力。本文以 Y企业为研
究对象，首先在查阅国内外关于机构养老的管理文化、实践模式、质量评价和营
销策略等理论的基础上，采用实地参观，访谈管理者、工作人员和服务对象等研
究方法，深入了解了 Y企业的组织架构、产品服务、销售、发展构想、营销策
略现状等各方面情况。其次，在访谈的基础上对其入住客户发放调查问卷分析数
据，发现其营销策略存在 5个方面问题。最后结合营销理论和该企业在营销策略
体系建设中存在的问题，提出了五大方面的优化改进建议：一是结合发展战略丰
富产品结构；二是针对特色产品及服务差异化定价；三是拓展线上线下多元化营
销渠道；四是多维融合创新营销组合的运用；五是开展全领域品牌营销。本成果
对养老企业通过优化营销策略，打造中高端普惠优质养老品牌有重要参考价值。
关键词：养老企业；养老品牌；营销策略
论文类型：其他
选题来源：其他
I

ABSTRACT
ABSTRACT
In order that people could cope with the increasingly severe situation of China's
aging population, the General Office of the CPC Central Committee and The State
Council issued the Mid - and Long-term Plan for Actively Coping with Population
Aging in 2019, which proposed an overall plan to build a high-quality service and
product supply system for the elderly.The Enterprises for old-age care are facing the
coexistence of vigorous development period and fierce competition in the middle and
high-end market of the industry. Whether the marketing strategy of pension institutions
is appropriate has become one of the key factors restricting the healthy development of
enterprises.
Y Enterprise, located in Deng feng City, is a "medical, nursing and tourism"
pension institution. By the end of 2020, the customer occupancy rate is only about
10%, and the enterprise is facing great management pressure of capital recovery and
profit target. Y enterprise is the research object in this paper, firstly, on the basis of
consulting domestic and foreign research theories on institutional pension management
culture, practice mode, quality evaluation and marketing strategy, there were several
research methods used, such as field visits and interviews with management, staff and
clients in this paper.Through personal visiting and interviewing with the management,
staff and service objects, People can get an in-depth understanding of the
organizational structure, products and services, sales, development ideas ,Current
situation of Marketing Strategy and other aspects of Y Enterprise in the paper.
Secondly, on the basis of the interview, a questionnaire was issued to its customers to
analyze the data, and five problems were found in its marketing strategy.Finally, based
on the marketing theory and the problems existing in the construction of the marketing
strategy system of the enterprise, five suggestions for optimization and improvement
are put forward: No.1 Enrichment product structure according to development strategy,
No.2 Differentiated pricing for featured products and services, No.3 Expanding online
and offline diversified marketing channels, No.4 integrated innovation in multi-
dimensional for the application of Marketing Combination Strategy ,No.5 Brand
marketing in all fields.This result has important reference value for pension enterprises
to optimize their marketing strategies and build middle and high-end inclusive and
high-quality pension brands.
III

ABSTRACT
KEY WORDS: Enterprise for old-age care; Pension brand ; Marketing strategy
Dissertation type: other
Subject source: Other
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