| China is facing an elderly care problem such as population aging, pension dilemma and family structure changing, there is an urgent demand for a new way of pension security. On the other hand, the insurance itself is also facing issues such as narrow investment channels and low returns, it cannot meet the requirement for the insurance capital to retain value or add value.The research on endowment real estate industry will have positive meanings for the development of both elderly care services and real estate industry. Especially in the pension insurance funds entering elderly care real estate, there is no successful examples in the mode of operations to study and reference.Based on marketing theory and customer behavior theory, this paper firstly defined the property of endowment real estate from concepts of the elderly care services industry and that of endowment real estate. Then, this paper studied the develop mode of endowment real estate industry at home and abroad. Finally we did analysis on the format for domestic insurance fund to enter endowment real estate.Taikang Life Insurance Co. obtained the insurance industry’s first pilot investment qualifications on retirment community in2009, and was the first one introduced docking retirement community insurance products. Aiming at building the so called "migratory birds elderly care style", Taikang Life Insurance Co. arranged the endowment real estate all over the country. It already has got the land use rights in Beijing, Shanghai, Guangzhou, Sanya and other cities. The Yanyuan community in Beijing will available in2015and the Shenyuan community in Shanghai will soon open a experience hall in April,2014. At the same time, the retirement community layout in Xiamen, Hangzhou and Chengdu is speeding up.Meanwhile, this paper adapted the depth interview method.. By interviewing my colleagues in Strategic Development Department, Taikang Life Insurance Co. and other managers in domestic pension institutions, I understood the properties and operation of law for the elderly care market, and I also got more depth understand on the mode and image of company development.Based on the interview, this paper did a detailed analysis of market research data.I did a detailed analysis of market research data. Through market research and data analysis of targeted customers, I fulfilled a comprehensive and systematic analysis of the demand characters and factors affecting customer behaviors for the elderly care product market. Then I made some feasible operations advices on design, marking and operation of endowment real estate products for insurance companies. |
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