A Study Of The Pricing Strategy Of Nanjing’s Social Elderly Welfare Institutions

The aging of society and increase of the aged bring about a series of problems among which supporting the aged is of great importance. With the economic development and the change of family function, there is more and more need for socializing supporting the aged, and the traditional family support is transferring to the social support. Accordingly, the social elderly welfare institutions come into being and are developing rapidly under the instruction of a series of policies. As a vanguard in terms of the socialization of welfare institutions among Jiangsu Province and even nationwide, Nanjing surpasses many other cities in the time and degree of socializing supporting the aged. The institutions have practiced for many years and obtained some experience. However, it remains an unsolved problem for them to price properly in accordance with the requirement of customers, pricing of competitors and the real situation.The thesis aims to study the real situation of Nanjing’s social elderly welfare institutions, analyzing the status quo of pricing, government’s impact on pricing and the current problem. By doing theoretical study and case study, the thesis is expected to identify scientific pricing strategy for the owners of welfare institutions. In order to analyze the status quo of pricing in Nanjing’s social elderly welfare institutions, this study adopts some theories that are about demand and supply, cost and profit analysis, cost-, competition-, demand-oriented pricing strategy, analyzing and categorizing cases and theories. As a result, the thesis puts forward different pricing strategies for low-, middle-, high-level institutions respectively. It provides owners with options for pricing, and this also has implications for the pricing of other social elderly welfare institutions in China.