摘要

1999年,我国已进入人口老龄化社会。据有关资料显示,河南省省会郑州

市老年人口年均增长3 %以上,老龄化形势严峻。截至2010年年底,户籍人口

中60岁以上的老人达到了 12.72%。据专家预测2015年,郑州市老年人口将占

总人口的19. 5 %, 2030年占35. 62%。届时,全市已基本形成了具有郑州特色

的“973 ”养老服务格局。即97 %的老人需要家庭护理,3%的老年人在养老

机构里面临寿终。在“十二五”期间,我国提出了一个以居家为基础、社区为

依托、机构为支撑的养老体系,目前国家正在积极推进这一规划。郑州这个省

会城市,将会出现越来越多的问题值得社会广泛关注。这些问题主要表现在城

市经济结构失衡、环境严重污染、老人比重增加、公共设施尚不完善等。我们

要解决城市老龄化给城市的经济发展带来的影响和制约,而城市老年人的宜居

问题正是需要我们探索、论证、研究的重要课题。

本文主要从A社区项目所处的市场环境和行业发展的态势,项目面临的宏

观政策等方面展开分析。从老年人的年龄程度上、收入上、地域环境上、消费

特征上进行了市场细分,得出了 A社区客户来源主要从医院、社区、民政部门、

企事业单位、医药客户等来作为目标市场,并在产品定位上定位于中高档养老

住宅,客户群体定位上定位于有一定经济能力的、开明的、喜欢群居生活的、

享受政府福利的老干部或老人们。根据市场的定位和搜集的资料以及阅读文献

的基础上,运用相关营销理论,对老年地产这一特殊项目来设计出A社区的营

销策略、项目的实施和保障措施等。本文通过分析和设计出的营销方案阐述以

前的传统养老模式产生的巨大挑战,社区养老模式的宜居性,并可以将这种老

年社区养老模式来解决部分社会养老问题,从而让城市年轻化,让老年人通过

购买或租赁的方式入住本社区,在享受良好的居住空间和适合自己的生活方式

的同时,减轻子女的压力,减轻城市的压力,也减轻社会的压力。由社区引导

老年人走出家门,享受快乐收获健康,进一步使老年人生活充实,身心获得极

大的满足,促使我们研究开发的这个项目最终得到实现。

关键词:郑州市老年宜居A社区营销策略

ABSTRACT



ABSTRACT

In 1999,our country has entered into the aging society, the capital city of Henan

Province, Zhengzhou,also ushered in the silver wave、the annual growth of elderly

population is more than 3%,and aging grim. At the end of 2010,household

population aged 60 and above reached 12.72%,the degree of aging in the national

ranks forward. It is predicted that by 2015,the city's elderly population will be 19.5%

of the total population, in 2030 accounted for 35.62%. By then, the city has basically

formed Zhengzhou characteristics of the 973 pattern of pension service, that is 97

% of the elderly home care, 3% of the elderly in old-age pension agency. In the

Twelve Five period,China has proposed a home-based,community-based,

institutions for the support of the pension system, the country is doing such a plan.

Pension issues is not only a basic concern of livelihood but also is one of the major

issues of social management, for that matter, especially for the pension problem, we

should do some research about Zhengzhou.

The analysis of this article from the market environment and the development of the

industry of the community project and the macroeconomic policy of the project faced. The article

segment market in the age of the older,income, and geographical environment, consumption

characteristics,We get the taiget of the market from the hospital, community, civil departments,

Enterprise, intermediate, pharmaceutical, etc. We position our product on the upscale retirement

residence, located the customer groups that the older leader who have the certain economic assets,

pay attention to health g, enjoying government benefits, enlightened old people. Finally we get a

marketing program according to the results of market positioning. This research took elderly

livable community A as the survey object, on the basis of collecting data and literature, using the

related marketing theory, surrounding the special project of the older property, to explore

marketing plan, marketing environment, project implementation and safeguard measures about A

community. This paper mainly adopted literature research, market survey,community analysis

and comparison methods. From the above methods this paper illustrated the challenge of the

traditional pension model before,the habitability of community endowment patterns. This

endowment pattern of the elderly community can solve the problem of part of the social

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