我国自 1999 年进入老龄社会以来，老年人口以较高的速度持续增加。老年人口的 持续增长意味着潜在养老需求的增加。养老服务产业市场领域涉及老年人健康护理、日 常生活照料、文化娱乐、终生教育、维护老年人合法权益、临终关怀等等。由于我国养 老社会化、市场化实施时间较短，存在养老市场供给缺口大、养老服务设施建设滞后、 管理和服务水平较低、政策法规不够健全等不足。本文提出以国际艺术养生健康文化、 国际休闲文化、城乡和谐发展文化为引领，建设独具岭南特色，集养老、养生、休闲、 娱乐、度假、会务功能于一体的颐景国际养生中心，成为华南生态宜居健康城示范基地。 它是建立完善社会养老保障体系的必要补充，不仅有助于减轻政府养老负担，还有利于 提高老年人生活质量，促进和谐社会的构建以及社会总体幸福指数的提升。同时可以拉 动地区经济增长，带来更多的财政收入。 报告结构上是根据研究问题的顺序层层推进，结合项目基本情况、投资环境和市场 分析，提出项目规划空间布局和建设计划，明确项目定位与目标市场；采用 SWOT 分 析法对项目的优势、劣势、机遇、威胁及战略矩阵进行深入分析；制定项目产品、定价、 渠道和促销策略；对项目进行投资估算，确定项目总投资及资金筹措；进而对项目的经 济效益、社会效益进行分析，同时对项目的风险因素分析，研究规避措施，确定项目的 可行性。 关键词，老龄化；养老社区；营销II Abstract China entered the aging society since 1999，the elderly population continues to grow. The continued growth of the elderly population means that the potential of pension demand increase. Market of the industry for retired elder support involved in the field of elderly health care，care of the daily life，culture and entertainment，life-long education，safeguard，hospice care，and so on. Due to time of pension socialization，marketing is short，the pension market existed supply gap，pension institutions occupancy rate is relatively low，a lower level of management and service deficiencies. This paper puts forward building of the Yijing health center which considering the harmonious development of urban and rural culture ， international leisure culture，international health healthy culture for the lead，including pension，health，leisure，entertainment，vacation and business functions，having the Five Ridges Characteristic，to be demonstration bases of eco-healthy center in South China. The center is a necessary complement to the improvement of the social old-age security system， not only help to alleviate the burden on the government pension，but also help improve the quality of life of older persons， promote the construction of harmonious society as well as the enhancement of the overall social well-being index. While stimulating economic growth in the region， the center bring more revenue. The paper structure is based on the order of the research questions，combined with basic situation，investment environment and market analysis，propose the planning of spatial distribution and construction plans；definite the project orientation and target market；use SWOT to analysis the project's strengths，weaknesses， opportunities，threats and strategy matrix； make strategies of products，pricing，channel and promotion. At last，carefully estimate the base construction projects to determine the total project investment and financing；in-depth analysis of the project's economic and social benefits，the risk factors of the project analysis to study countermeasures to determine the feasibility of the project. Keywords: aging; CCRC; marketing strategyIII 目 录 摘要...........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 选题背景和意义 ............................................................................................................. 1 1.1.1 选题背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 3 1.2 文献综述.......................................................................................................................... 4 1.2.1 基本概念................................................................................................................... 4 1.2.2 国外发展概况........................................................................................................... 5 1.2.3 国内发展概况........................................................................................................... 7 1.3 研究内容和方法.............................................................................................................. 8 1.3.1 主要研究内容和结构............................................................................................... 8 1.3.2 研究方法................................................................................................................. 10 第二章 项目概况....................................................................................................................12 2.1 项目背景........................................................................................................................ 12 2.1.1 地理区位................................................................................................................. 12 2.1.2 开发主体................................................................................................................. 12 2.1.3 项目建设内容......................................................................................................... 12 2.2 项目用地评价................................................................................................................ 13 2.3 规划原则........................................................................................................................ 13 2.3.1 生态性原则............................................................................................................. 13 2.3.2 以人为本原则......................................................................................................... 14 2.3.3 操作性原则............................................................................................................. 14 2.3.4 多样性原则............................................................................................................. 14 2.3.5 弹性原则................................................................................................................. 14 2.4 规划空间布局................................................................................................................ 14 2.4.1 布局理念.................................................................................................................. 14IV 2.4.2 总体布局.................................................................................................................. 14 2.4.3 项目设置.................................................................................................................. 15 2.5 规划主要经济技术指标................................................................................................ 15 2.6 项目建设计划................................................................................................................ 16 2.7 本章小结........................................................................................................................ 16 第三章 项目的市场研究........................................................................................................18 3.1 养老产业市场................................................................................................................ 18 3.1.1 养老产