The Study On Marketing Strategies Of The Retirement Community Apartments

According to the data of sixth national population census, China’s aging population has reached 178 million, the aging phenomenon is more and more serious.Because serious shortage of pension institutions and the media to nursing home negative reports in recent years, combined with the traditional Chinese concept of pension, these make the old-age nursing home can’t become the primary choice.However retirement community apartments can provide pension that it is suitable for living environment for old people.The old man not only take care themselves in the house,but also can enjoy convenient community endowment service facilities, thus retirement community apartments become the rapid developing real estate projects in recent years,but the projects also have some problems in marketing.In this paper, we based on the perspective of customer oriented to study marketing strategies of the retirement community apartments. As a new form of pension industry, how to get everyone’s understanding and recognition, how to attract more old people to want to live, it will be the marketing problem of retirement community apartment to solve.The elderly as a special group, marketing strategies are only based on the customer oriented will be more impressed the consumers heart,then make them actively willing to accept and to spend. So this article, based on the perspective of customer orientation to the pension model to study the marketing strategy of the apartment community is of great significance, not only can offer some papers for endowment real estate marketing strategy in China, but also can make some contributions for the development of the retirement community apartment in China.Using 4 p marketing theory in this article, based on the perspective of customer orientation, and making the company X as an example, we importantly analysis of the need for retirement community apartment environment, supply environment and the opportunities and threats in the environment of supply and demand analysis, especially focus on marketing of the X company’s retirement community apartment, and put forward targeted marketing strategies from five aspects:the market segmentation, target market, market position and so on.