Study On Development And Management Model Of Old-age Residential Projects Of China

"Twelfth-five" goal proposed:"Coping with population aging positively, paying attention to play family and social function, developing social pension service preferentially, and cultivating and strengthening pension service undertakings and industries". Following that, both central and local government has issued a series of policies and regulations in succession. China within 21st century, an irreversible aging society, has been made a definition of running into aging nation by the west developed countries. Our country faces the problems of severe population aging tendency, which proposes serious project to aging service of our urban community, besides, this social situation is a great challenge to our traditional pension model (family supporting model). And the house for the aged is a solution to the problem of the aged in our country.Currently, the problem of the aged in our country is bound to make great changes to life-style for the aged and pension model. Due to the increasing demand for the aged on economic support, medical care, life care and spiritual civilization, effective demand of facilities for the elders far exceeds effective supply. The final purpose of this study is to meet the effective demand of market and create the product of high customer satisfaction degree, to start a new profit-pursuing model and to release the increasingly severe problem of social pension.This paper firstly analyzed and described the status of Chinese pension style and old-age residence market, then predicted market requirement. As early as 1950s, American market scientist Wendell Smith proposed the concept of "segmentation". In 1990s, international management master, called marketing father, Philip Kotler systematically proposed STP strategy in the 9th edition of his good sale book 'marketing management', which was the core of modern marketing. S means Segmentation, T means Targeting and P means Positioning in STP marketing. The three principal steps of STP were market segmentation, target market selection and market positioning, which belonged to strategic level of enterprise marketing. It was the fundamental strategy that determined the cost of enterprise marketing. After that, our goal focused on old-age residence market. Chapter 3, firstly, the policy background was determined from national support policies and related national standards of old-age residence, then, the status of old-age residence market, market demand and prediction about customer requirement satisfaction and market demand were analyzed by using Philip Kolter proposed that the central aim of marketing was requirement management, the principal responsibility of marketing was to create profit growth, the brief definition of marketing was to meet the demands profitable. Chapter 4, from aboard circumstances, many old-age residences could be considered as advanced countries of social aging house. Under certain circumstances, the aged living modality, especially North American old-age residence industry, were in the leading position in the same industry in the world. Their development concept, supporting facilities, service scope and service level were in the perfect leading level. Therefore, the experiences of old-age residence proceedings development of Japan, US, England and son on were described, furthermore, problems needing attention in the development and management of old-age residence proceedings were proposed, and provided domestic old-age residence industry for reference. The fifth chapter points the operation model of domestic old-age residence market and the present status of domestic elderly facilities, analyses the financing method, profit model of old-age residence proceedings and the business model selection for the different profit model and development model. After market segmentation again and product positioning, development and management strategies of old-age residence were described detailed, then five hierarchy about product definition of Philip Kolter were introduced, and product levels of old-age residence were divided. Moreover, function, design and connotation of old-age residence were discussed. Finally, domestic successful cases were enumerated. The sixth chapter is to summarize all the paper, and propose that chance and challenge exist in the development and construction of old-age residence proceedings. Aiming at the existing problems, reasonable development suggestions are made. The rise of old-age residence industry is based on the combination of social security system construction and humanistic care. I hope our study could provide reference for reasonable formulation of our government policy and rational investment decision-making of developers.