中国医药城坐落于江苏省中部地区泰州市新城区，该园区致力于推进医药产业链 的上下游垂直整合，是目前国内最大规模的生物医药类综合产业基地。虽然泰州市地 处长三角经济圈内，但与周边各县、市相比较，经济相对欠发达，社会保障体系也不 够完善。与此同时，泰州市己率先进入了老龄化加速期，“十二五”末期，泰州市 60 岁以上老年人口将达到 119 万，占总人口的 22%，各项老龄化指标都位居全省乃至全 国前列，空巢家庭也将超过 50%。 当前我国经济处于“新常态”背景下，经济增长更多的是依靠国内消费的增长进 行驱动，产业结构也在向着“更完善、更优质”的方向发展。为适应泰州市当地社会 进程，满足老龄化社会需求，合理利用医药城医疗资源，完善医药城产业结构，带动 当地就业，提升中国医药城的企业形象，中国医药城管理委员会欲筹建养老产业项目， 特委托我通过市场调研、数据分析等方法，对泰州市老年人消费行为、行业前景、行 业营销策略进行研究，为中国医药城开发养老地产项目提供可行的开发、运营方案与 建议。 老年人市场是一个有着巨大潜力的市场，“养老地产”有不同与普通地产的业态 价值。养老地产营销中最重要的一个潜力点就是“合力营销”，我们要把养老地产的 销售、租赁和服务进行捆绑，并在国内各省、市间构建一个广阔的资源平台、形成业 界广泛交流的模式，为老年人提供高性价比的产品和真诚的服务。思考、解决泰州市 的老龄化问题，对全省、全国都具有普遍性的借鉴意义。 关键词，泰州 老龄化 养老 医疗 市场定位 营销策略Abstract China Medical City is located in the new zone of Taizhou, Jiangsu Province. The mission of China Medical City is to improve the vertical integration of the pharmaceutical industry chain and build the largest biomedical industry base in China. Taizhou City is located in the Yangtze Triangle Economic Center, but compared with other cities and counties in Jiangsu Province, the economy is relatively underdeveloped and the social security system is also imperfect. At the end of Twelve Five period, the population aged 60 or older will reach 119 million people, 22 percent of the total population, which will be the highest in the forefront of the province, and the empty-nest families will be more than 50%. We have to face these challenges and find proper solutions. At present, China's economy is going to the new normal, economic growth has to rely more on domestic consumption, industrial structure is also need to be adapted into a better and better direction. In order to not only meet local socialization processes, the needs of an aging society and to ultilize medical resources, but also to improve the industrial structure, promote local employment and enhance the corporate image of China Medical City, China Medical City Management Committee want to initiate this old-age real estate project and delegate me to investigate it first through market research, data analysis and other methods elderly consumer behavior, including industry outlook, marketing strategy etc., and then providing a business development and marketing proposal about China Medical City pension real estate project based on those investigation results. Common marketing methods in the real estate industry is efficient in this old-age real estate projects, such as advertising, promotions, cold call and sales leads tracking, But we can also add more innovative concepts into this project. The differentiation is the total value package and it's more service-oriented if compared Pension estate with other projects. We want to combine real estate sales, leasing and service package together as integrated marketing, which is the real key point for pension real estate project. Pension estate business need to establish a platform within China to share resources and create more value added service to the elderly. we need put more efforts on delivering high quality products and good service. The practical experiences to solving Taizhou's aging also can be an universal reference for Jiangsu Province and China. KEY WORDS: Taizhou, Aging, Pension, Medical, Market Positioning, Market Positioning目录 目录 ...........................................................................................................................................................5 1 序言 ..................................................................................................................................................... 7 1.1 选题背景 .............................................................................................................................7 1.2 选题意义 .............................................................................................................................8 1.3 理论基础及研究方法..........................................................................................................8 1.3.1 市场定位 ............................................................................................................................... 9 1.3.2 产品特征 ............................................................................................................................... 9 1.3.3 4P&4C 营销理论................................................................................................................... 9 1.3.4 PEST 分析法 ....................................................................................................................... 10 1.3.5 SWOT 分析法 ..................................................................................................................... 10 2 养老地产行业分析............................................................................................................................ 11 2.1 养老地产的界定及其分类................................................................................................ 11 2.1.1 养老地产的界定.................................................................................................................. 11 2.1.2 养老地产的分类.................................................................................................................. 11 2.1.3 养老地产行业的特性.......................................................................................................... 11 2.2 近五年中国养老地产行业经济指标分析........................................................................12 2.2.1 盈利性 ................................................................................................................................. 12 2.2.2 资产流动性.......................................................................................................................... 12 2.2.3 行业周期 ............................................................................................................................. 13 3 泰州市发展养老地产市场调研及分析............................................................................................ 13 3.1 养老地产行业宏观环境分析（PEST） ..........................................................................13 3.1.1 养老地产相关行业法律法规及其影响（P）.................................................................... 13 3.1.2 宏观经济环境分析及其影响（E） ................................................................................... 14 3.1.3 行业社会环境分析（S） ................................................................................................... 15 3.1.4 行业技术环境分析（T） ................................................................................................... 15 3.2 泰州市市场环境调研........................................................................................................16 3.2.1 泰州市、中国医药城经济指数分析.................................................................................. 16 3.2.2 泰州市社会环境分析.......................................................................................................... 16 3.2.3 泰州医药城发展养老地产项目竞争状况分析.................................................................. 19 3.3 泰州医药城发展养老地产的优劣势分析（SWOT）.....................................................19 3.3.1 内部的优势分析，消费群体基数大.................................................................................. 19 3.3.2 内部的劣势分析，资金不够充裕，缺乏管理经验.......................................................... 19 3.3.3 外部的机会分析，政策助力养老行业发展...................................................................... 19 3.3.4 外部的威胁分析，资金压力大且竞争激烈...................................................................... 20 4 泰州医药城养老地产项目市场调研及定位.................................................................................... 20 4.1 养老地产消费者调研........................................................................................................20 4.2 老年人消费心理分析........................................................................................................21 4.2.1 消费心理分析...................................................................................................................... 21 4.2.2 消费方式分析...................................................................................................................... 22 4.2.3 老年人购买养老住宅、入住老年公寓的动机.................................................................. 22 4.3 产品定位 ...........................................................................................................................23 4.3.1 市场定位建议总结.............................................................................................................. 24 4.3.2 目标人群概述...................................................................................................................... 24 4.3.3 老年住宅的市场定位.......................................................................................................... 25 4.3.4 “会员制”老年公寓的市场定位...................................................................................... 25 4.3.5 “医疗”床位式老年公寓的市场定位.............................................................................. 25 5 泰州医药城发展养老地产项目的营销组合策略分析（4Ps） ...................................................... 26 5.1 “养”、“护”、“医”构成产品核心（Product） ...........................................................26 5.1.1 “养”相关产品分析.......................................................................................................... 26 5.1.2 “护”相关产品分析.......................................................................................................... 27 5.1.3 “医”相关产品分析.......................................................................................................... 27 5.2 泰州医药城养老地产的定价策略（Price）....................................................................28 5.2.1 市场比较导向定价法.......................................................................................................... 28 5.2.2 需求导向定价法与分级定价法.......................................................................................... 29 5.2.3 成本导向定价法.................................................................................................................. 29 5.3 泰州医药城养老地产的销售渠道（Place） ...................................................................29 5.3.1 打造专业销售策划团队...................................................................................................... 29 5.3.2 广告和口碑宣传相结合...................................................................................................... 30 5.3.3 与旅行企业合作拓展客户群.............................................................................................. 30 5.4 泰州医药城养老地产的促销模式（Promotion） ...........................................................30 5.4.1 体验式营销.......................................................................................................................... 30 5.4.2 组织团购 ............................................................................................................................. 30 5.4.3 开展交流活动...................................................................................................................... 30 6 泰州医药城发展养老地产项目面临的问题和对策........................................................................ 31 6.1 养老地产项目面临的问题................................................................................................31 6.1.1 国内养老地产项目面临的普遍性问题.............................................................................. 31 6.1.2 泰州医药城养老地产项目面临的问题.............................................................................. 32 6.2 泰州医药城发展养老地产项目的对策研究....................................................................32 6.3 泰州医药城发展养老地产项目的建议............................................................................33 6.3.1 对泰州政府的建议.............................................................................................................. 33 6.3.2 对中国医药城（开发商）的建议...................................................................................... 34 结论 .........................................................................................................................................................35 致谢 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