MBA教育中心知识库

摘 要

截至2024年2月，我国65岁及以上老年人口到已达2亿人，占总人口的14.9%。按照联合国发布的标准，老龄化社会为65岁及以上人口比例超过7%，高龄化社会则为超过14%。随着经济社会发展，现阶段我国人口老龄化程度不断加深，伴随而来的是老年人的养老意识、养老需求也有了转变。在此背景下，综合性的大型养老社区作为新兴产物已逐渐在养老行业兴起，其涵盖医养、旅居、定居、休闲、娱乐、研学等多种老年服务业态，可明显帮助老年人改善和提高生活质量，也是未来打造养老产业规模化、体系化的有效手段。2012年，民政部在甘肃设立天水麦积国家级综合养老示范基地（以下简称“天水麦积康养城”），其作为甘肃省内成立较早、投资最大、规模最大、业态最健全的综合性养老项目，依托“政府+国企”投资和运营的模式，在甘肃省内及周边地区具有一定的知名度和代表性。

本论文以天水麦积康养城作为研究对象，首先，在概述其基本情况、营销策略和运营情况的基础上，以市场营销策略相关理论作为研究依据，利用SWOT模型为分析工具，对其营销策略现状及存在的主要问题进行系统梳理和总结。其次，以营销环境和营销策略分析为核心，重点剖析天水麦积康养城在营销策略的制定和执行过程中存在的不足。第三，依托目标市场营销战略和市场营销组合策略，制定天水麦积康养城营销策略优化方案，解决其在营销策略的制定和执行过程中存在的困难，比如在营销环境、市场环境、顾客需求分析方面存在的不足，在地理优势、交通优势、气候优势、文化优势发挥上存在的短板，在服务水平、管理机制、人员能力提升等方面存在的薄弱环节，提出符合天水麦积康养城实际且具有一定实践价值的营销策略。通过本文的研究，一方面，为天水麦积康养城今后打造多元化的营销体系提供可借鉴的方向性引导，从而为天水麦积康养城的知名度提升、效益提升、服务质量提升提供参考和帮助。另一方面，也可以为甘肃及其他欠发达地区大型养老综合体的营销工作提供参考借鉴。

关键词：养老服务  天水麦积康养城  营销策略

Abstract

China's elderly population aged 65 and above has reached 200 million by February 2024, accounting for 14.9 percent of the total population. According to the standard issued by the United Nations, the proportion of the population aged 65 and over is more than 7% in an aging society, and more than 14% in an aging society. With the development of economy and society, the aging degree of population in our country has been deepening at the present stage, and with it, the old people's pension awareness and pension needs have also changed. In this context, as an emerging product, comprehensive large-scale elderly care communities have gradually emerged in the elderly care industry, covering a variety of elderly service formats such as medical care, sojourn, settlement, leisure, entertainment, and research, which can obviously help the elderly improve and improve the quality of life, and is also an effective means to build a large-scale and systematic elderly care industry in the future. In 2012, the Ministry of Civil Affairs set up the Tianshui Maiji National Comprehensive Elderly Care Demonstration Base (hereinafter referred to as "Tianshui Maiji Health Care City") in Gansu Province. As a comprehensive elderly care project established earlier, with the largest investment, the largest scale and the most sound format in Gansu Province, it relies on the "government + state-owned enterprises" investment and operation model. It has certain popularity and representation in Gansu Province and its surrounding areas.

This paper takes Tianshui Maiji Health Care City as the research object. First of all, on the basis of summarizing its basic situation, marketing strategy and operation, it takes relevant theories of marketing strategy as the research basis and uses SWOT model as the analysis tool to systematically sort out and summarize the current situation and main problems of its marketing strategy. Secondly, with the analysis of marketing environment and marketing strategy as the core, it focuses on the analysis of shortcomings in the formulation and implementation of marketing strategy of Tianshui Maiji Health Care City. Third, based on the target marketing strategy and marketing mix strategy, formulate the marketing strategy optimization plan for Tianshui Maiji Health Care City to solve the difficulties in the formulation and implementation of marketing strategies, such as the shortcomings in marketing environment, market environment, customer demand analysis, geographical advantages, transportation advantages, climate advantages, and cultural advantages. In the service level, management mechanism, personnel ability improvement and other aspects of the weak link, put forward in line with Tianshui Maiji Health Care City reality and has a certain practical value of marketing strategy. Through this study, on the one hand, it can provide directional guidance for Tianshui Maiji Health Care City to build a diversified marketing system in the future, so as to provide reference and help for the promotion of popularity, efficiency and service quality of Tianshui Maiji Health Care City. On the other hand, it can also provide reference for the marketing work of large-scale elderly care complex in Gansu and other less developed areas.

Key words: Elderly care service; Tianshui Maiji Health Care City; Marketing strategy