Aging Communication Study

According to the United Nations, a community of the elderly population by 7 percent, marking the society entered the ageing society. China's elderly population, in 2007 has reached 144 million of the nation's total population of 11 per cent, there is no doubt that the ageing of society has entered the ranks. Many sociologists, such as Japanese famous sociologist ProfessorKuroda Toshio pointed out that the aging society is not only the problem of ageing population, but a society-wide problem. Therefore ageing research also have a universal social significance. In this context, advertising is no exception. This paper selected as a communication ageing research topic.The study object - the definition of the ageing population are whom? The author reference Wada's ideal, who's the member of Dentsu Japan ageing project. She sad that"the aging, the social stage, and the cohort, are three viewpoints about the aging study in her book named "Senior Marketing". Therefore, the author makes the ageing population be the group which are over 50 years old, and has reached the mandatory retirement age of industry themselves'.Next, the author in order to grasp the current status of China's ageing communication has done two aspects of data collection. On the one hand, select a representative comparison of elderly magazine"ELDERLY CHINESE"to make a content analysis, to understand the present the information released by the ageing population. On the other hand, the author makes the in-depth interview with 50 people who meet the definition to the aging population, to understand the ageing population's needs.Through the contrast between the two parts of the mentioned data, the authors found, publishing information, and demand information between the larger differences. That means the ageing communication in China has some problem.Finally, in order to explain and resolve the problem, the author learns from the success of the case about the aging communication and marketing in Japan and the United States. Come to the following conclusions:1, take the cohort viewpoint2, the ageing population should be done Market Segmentation3, take the family as the unit to aging communicate.4, take the aging study as a long-term, and do more market research.Author's academic ability is so limited that can't explore in greater depth, hoping to play for the future of small Enlightenment role.