The Old Marketing Strategy Research

With the increasing number of the elderly.the gray-headed market has become an inportant subdivisional market many merchants must attach great importance to. But there are still theories that haven't been systemicly introduced,such as the foreground of the gray-headed market, the characters of senior consumers and the marketing tactics towards the senior market.This thesis focuses on the above mentioned theories.This research paper includes four chapters. On the analysis of the aging .Chapter One expounds the foreground of the gray-headed market according as the theory "business opportunities is the integration of population , supply & demand and purchasing power".Chapter Two describes the current situation of the gray-headed market,briefly analyzes the causes concerning markrting and recognizes the senior market.The main point of chapter Three is about the consuming motivation ,the mental and behaviorial characters of senior consumers.Chapter Four is the key part of this thesis,mainly dissertating the marketing tactics focusing on the gray-headed market. This chapter states in three aspects: segmentation, position and 4P'S (product.price,place and promotion) tactics.