Zhengzhou City,"the Elderly Livable A Community" Marketing Program Design

In1999, our country has entered into the aging society, the capital city of Henan Province, Zhengzhou, also ushered in the "silver wave", the annual growth of elderly population is more than3%, and aging grim. At the end of2010, household population aged60and above reached12.72%, the degree of aging in the national ranks forward. It is predicted that by2015, the city’s elderly population will be19.5%of the total population, in2030accounted for35.62%. By then, the city has basically formed Zhengzhou characteristics of the "973" pattern of pension service, that is97%of the elderly home care,3%of the elderly in old-age pension agency. In the "Twelve Five" period, China has proposed a home-based, community-based, institutions for the support of the pension system, the country is doing such a plan. Pension issues is not only a basic concern of livelihood but also is one of the major issues of social management, for that matter, especially for the pension problem, we should do some research about Zhengzhou.The analysis of this article from the market environment and the development of the industry of the community project and the macroeconomic policy of the project faced. The article segment market in the age of the older, income, and geographical environment, consumption characteristics, We get the target of the market from the hospital, community, civil departments, Enterprise, intermediate, pharmaceutical, etc. We position our product on the upscale retirement residence, located the customer groups that the older leader who have the certain economic assets, pay attention to health g, enjoying government benefits, enlightened old people. Finally we get a marketing program according to the results of market positioning. This research took elderly livable community A as the survey object, on the basis of collecting data and literature, using the related marketing theory, surrounding the special project of the older property, to explore marketing plan, marketing environment, project implementation and safeguard measures about A community. This paper mainly adopted literature research, market survey, community analysis and comparison methods. From the above methods this paper illustrated the challenge of the traditional pension model before, the habitability of community endowment patterns. This endowment pattern of the elderly community can solve the problem of part of the social endowment, and let the city young. By means of purchase or lease the old man can live in this community and enjoy a good living space and be suitable with their own way of life. Meanwhile relieve the burden of their children, the pressure of the city and the society. By the community guidance the elderly people will walk out of their homes, enjoy happiness and health. Furthermore make their own spirit great satisfactory, enrich their life. All of these urged us to research and develop this project, finally got achievements.