| With a rapidly increase of aging population and the dramatically increase of life expectancy of population, China has been involved in aging society advanced. At present, the proportion of aging people among population in the country is bigger and bigger, while the proportion of the elderly is growing home-based elderly care services, making the problem more and more seriously. Due to family care function is weaken, institution endowment and the deficiency of the government and the community to provide services by limited resources, and the elderly home care service demand is increasing, under this background, we should not to change for home-based elderly care services to welfare, a non-competitive field support, on the basis of basic old-age care services at home to strengthen the industrialization of research, promote care services industry fast and healthy development, through the marketing way to solve elderly care supply shortage problem. But the lack of related policies on industrial guidance and supervision is weak, the existing enterprise itself of defects and social cognition deviation restricted the home endowment care services industry. The United States and Japan that occupy the home endowment care services industry development's experience of care services industry development has great enlightenment function. In view of this, the author puts forward the retail and franchise home endowment care services industry chain development mode, design the retail and concessionary chain enterprise organization structure, operation ways, personnel management mechanism and enterprise's marketing mechanism. Finally in order to better development of home endowment care services industry, and put forward improving relevant laws and policies, strengthen the supervision and inspection and evaluation to strengthen industrial standardization, scale operation and intensify the care industry of positive publicity other measures.
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