| The aging of population is gradually becoming a significant social phenomenon, followed by a series of profound changes in endowment view, endowment way and even in economic and consumption structure. With the increase of the elderly population, their need for consumption and service is also shooting up, and it promotes the development of aging industry. "Endowment" and "real estate" marry each other, give birth to a new industrial model-endowment real estate.What is the function of the endowment real estate in social security pension and service system? What role does it play? How could we define it? What’s its connection with patterns like home-based care service, community nursing service and institutional care service? Who is actually purchasing those properties? And what are the factors that impact the consumer demand of it? These are some vital problems that we may encounter in the development of the endowment real estate, and they have to be conquered. This paper will start from the perspective of consumer demand and carry out a targeted research and analysis based on the problems mentioned above. This research is helpful to the government in formulating and polishing the endowment policy, and in satisfying diversified endowment demand. It also helps to theoretically clarify the concept, the meaning and the nature of endowment real estate, and to promote and improve the research itself.On the basis of the definition and category of the concept, the meaning and the nature of the endowment real estate and its relationship with the endowment model, this paper summarizes the development experience of the foreign endowment real estate, analysis the development situation and constraints of endowment real estate in China, makes full use of some sociological theories, (such as Maslow’s hierarchy of needs theory, quality of life theory, the theory of social security, the theory of social stratification and theory of consumer’s behavior etc.) and set up a theoretical analysis model based on the connections between the influencing factors and the endowment real estate demand. (These factors include:change in endowment view, the elderly population heterogeneity, consumption structure, people’s need for higher quality of life, the innovation of financial products and the public policy support.) And by using the actual data of X Company Zhejiang Branch, we establish a binary logistic regression model to verify our research based on the analysis of descriptive statistics.The conclusions of this paper are as follows:Firstly, endowment real estate is institutional, it provides the seniors with "livable" and "senior service" social endowment insurance products and service forms. It is a "quasi-public good" which contains certain social welfare nature, and it is a part of the social endowment service system. In the long term, home care and community nursing needs could be satisfied by the products and services provided by endowment real estates. Therefore, endowment real estate actually has a broader population basis than institutional endowment.Secondly, endowment real estate is in the primary stage of development in our country, and it is significantly high-end oriented.Thirdly, the demographic characteristics of the consumers of the endowment real estate such as their age, gender, income, marital status, occupation, residential area and education level will influence their consumer demand. The main consumer groups of endowment real estate are seniors who have higher income and education level. This indicates the formation and development of the view of self-endowment, and it is a way to use the market to meet the diversified needs of endowment.Lastly, nowadays, the development of endowment real estate in our country is facing a double restriction from both public policy environment and the effective demand of the market. Therefore, to consummate the public endowment policy, we have to enhance the management of market access and promote the healthy development of the endowment real estate. |
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