The Marketing Strategy Plan For Taikang Haitang Bay Senior Living Home

Since 1999 in our country, the phenomenon of an aging population is more and more serious, is expected in 2050, China’s aging population will make up about a quarter of the world’s aging population, 483 million, this means that the elderly population than developed countries more than 100 million. At the same time,people will be more attention to pension problem, this means that the current social environment in our country, the endowment has gradually become a burgeoning industry, rural endowment vacation become the fresh air to the modern service industry development, is also the new measures to solve the problem of aging population.This paper first introduces the research background and significance, research contents and methods for summarize and organize related literature review and theoretical research to the home of taikang haitang pension resort project marketing strategy. Second, the home of taikang haitang endowment resort project are summarized, then the analysis of the specific environment, including macro environment, micro market analysis and SWOT analysis, through detailed analysis to find the home of taikang haitang pension resort development opportunities and the threats and challenges to face. Again, the home of taikang haitang pension resort of consumer behavior analysis, in the form of questionnaire survey, analyzed the basic needs of old people. In product market segmentation and positioning. Finally, the paper puts forward the typical cases of wuhan and Japanese pension community and draw lessons from the successful experience, marketing for the home of taikang pension haitang bay resort which provides the basis for strategic choice.Through case home of empirical studies of taikang haitang bay development become the opportunities and challenges of endowment resort, probes into the its endowment product advantage, demand for the development of pension resort and pension resort marketing problems, for pension resort development puts forward a set of more specific solution.