根据国家统计局数据显示，中国人口老龄化程度正在加速加深。2017年，全国人口 中60周岁及以上人口24090万人，占总人口的17.3%，其中65周岁及 以上人口15831 万人，占总人口的11.4%。60周岁以上人口和65周岁以上人口都比上年增加了0.6个 百分点，老龄产业将会在我国未来经济社会发展中扮演重要角色。老年教育是适 应改革 开放和社会老龄化发展而产生的一项新兴教育事业，也是我国老龄事业和终身教育体系 的重要组成部分。老年大学是老人更新知识的课堂，健身养心的场所，开心娱乐的 园地， 广交朋友的平台。D老年大学以“老有所医，老有所乐，老有所为，老有所获”为办学 宗旨，为老年人精心打造出适合老年人物质文明与精神文明双向需求的高品质养老生 态 圈。 现阶段，我国老年人的生活方式和消费理念正随着社会的进步而逐步发生转变，随 着老年群体中知识型和具有良好素养人数的不断增加，老年群体整体对生活的独立性有 了更多的需求，自主选择和自我关注的意识也逐渐增强，尤其是对老年教育、休闲旅游 和文化娱乐生活有着较大的需求，他们已经逐步脱离传统老年人的生活方式。因此，对 如 何提高老年人健康指数，丰富老年人业余生活，成为大家开始关注的焦点。在中国老 年大学协会的指导下，中国的老年教育事业取得了快速的发展，成为具有中国特色的老 年教 育，但是仍然存在许多不足之处。为进一步探索老年教育事业的新理念、新模式， D老年大学将通过以商业模式创新为基础，不断寻求为老年人创造真正价值为核心目标， 从而推 动养老产业的发展。 本文试图从需求入手，分析现国内外老年大学在运营中的困难和存在的不足，利用 营销学理论，通过对宏观环境、竞争环境和老年人特点进行分析，以及对D 老年大学的 运营模式和营销模式进行研究，从而构建出适合D老年大学的营销策略，达到理论联系 实际的目的。 关键词：老龄产业；老年大学；营销策略 D老年大学营销策略研 究 -II- TheStudyofMarketingStrategyForDThirdAgeUniversity Abstract China'sagingpopulationisaccelerating,accordingtothereportofnationalbureauof statistics.In2017,therewas240.9millionpeopleaged60orabove,accountingfor17.3 percentofthetotalpopulation,including158.31millionpeopleaged65orabove,accounting for11.4percentofthetotalpopulation.Boththepopulationover60andthepopulationover 65haveincreasedby0.6percentagepointsoverthepreviousyear,andagingindustrywill playanimportantroleinfutureeconomicandsocialdevelopmentofChina.Agingeducation isanemergingeducationalcausearisingfromtheadaptiontoreformandopeningupandthe developmentoftheagingsociety.Itisalsoanimportantpartofthecauseofagingandthe lifelongeducationsysteminChina.Thirdageuniversityisaplatformfortheelderlytorenew theirknowledge,keepfit,havefunandmakefriends.Dthirdageuniversityhastheirown formulationoftheschool’ smissionwith"oldpeoplehavetheirownmedics,oldpeoplehave theirownhappiness,oldpeoplehavetheirownactionsandoldpeoplehavetheirowngains". Dthirdageuniversityhaselaboratelybuiltahigh-qualityecospherefortheagedtoadapttheir needstotheconditionofmateriallifeandspirituallife. Atpresent,livingandconsumptionconceptoftheoldpeopleinChinagraduallychanged withtheprogressofthesociety,asanincreasingnumberoftheelderlywithknowledgeable andhigh-quality,theelderlyasawholehavemoredemandtotheindependenceofthelife, self- determinedoptionandselfconsciousnessalsograduallyenhanced,especiallyintermsof agingeducation,leisure,tourismandculturalentertainmentlifehasgreatdemand,theyhave graduallybrokeawayfromthetraditionaltotheoldwayoflife.Thereforeweallstartto focusonhowtoimprovethehealthindexandhowtoenrichthelifefortheaged.Underthe guidanceofChinauniversityassociationfortheelderly,theeducationalcauseofChina’s agedhasachievedrapiddevelopment,becometotheagingeducationwithChinese characteristics,buttherearestillmanydeficiencies,tofurtherexplorethenewconceptof agingeducationcareerandthenewmodeofschool-running,Dthirdageuniversitywillpass throughbusinessmodelinnovationonbaseandgraduallypursuethecoretargetofcreationof realvaluefortheelderlytopushthedevelopmentoftheindustry. Thispaperwillfromtheperspectiveofdemandtomakeananalysisofthedifficulties anddeficienciesduringtheoperationofthethirdageuniversityathomeandabroad.Andthen makeuseofthetheoryofmarketingtoanalyzethemacroenvironment,competitive environmentandthecharacteristicofpersonalityoftheoldageperson.Meanwhile,wewill makethestudytothemodeoftheoperationandthemarketingtoestablishthesuitable 大连 理工大学专业学位硕士学位论文 -III- marketingstrategyforDthirdageuniversityandalsotoachievethepurposeofthe combinationofthetheoryandpractice. KeyWords： AgingIndustry;ThirdAgeUniversity;MarketingStrategy D老年大学营销策略研究 -IV- 目录 摘 要.............................................................................................................................I Abstract..............................................................................................................................II 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国内外老年大学的现 状....................................................................................3 1.2.1国外老年大学的现 状.............................................................................3 1.2.2国内老年大学的现 状.............................................................................3 1.3研究思路和研究方 法........................................................................................5 1.3.1研究思 路.................................................................................................5 1.3.2研究方 法.................................................................................................5 2营销理论综 述..............................................................................................................6 2.1现代营销理 论....................................................................................................6 2.1.14PS理 论.................................................................................................6 2.1.24CS理 论.................................................................................................7 2.1.34RS理 论.................................................................................................7 2.2目标市场定位（STP)理 论...............................................................................8 3D老年大学的外部环境分 析.......................................................................................9 3.1宏观环境分 析....................................................................................................9 3.2竞争分 析..........................................................................................................11 3.2.1竞争要素分 析.......................................................................................11 3.2.2竞争者分 析...........................................................................................12 3.3客户分 析..........................................................................................................13 3.3.1老年人基本特 点...................................................................................13 3.3.2老年人心理特 点...................................................................................14 3.3.3老年人需求特 点...................................................................................14 3.3.4老年人消费特 点...................................................................................15 4D老年大学的内部环境分 析.....................................................................................17 4.1D老年大学的简 介..........................................................................................17 4.2D老年大学的资源分 析..................................................................................17 大连理工大学专业学位硕