The Positioning Research Of X Company Elder Residence Product

From 2011 to 2015, the elder above 60 years old in China would be increased to 221,000,000; it’s annually increased 8,600,000 elder each year. And the rate of elder people would be increased from 13.3% to 16%.This will be Chinese big problem which gives huge pressure to social endowment insurance and endowment service.Recently, our traditional endowment conception and mode would be totally changed; the elder increased their needs in economical supply, medical health care, life service and spirit civilization. It would make the ‘availability need’ exceed far from ‘availability supply ’in endowment fieldsWe chose 3 aspects to research: the research of overseas endowment residence market, we analyzed the policy and plan of Asian, European and American endowment residence market; the supply and demand status and present developing stage of the inboard market. In the background between the aging countries which china has been and the increase of the middle class elder group, the development of the agedness community has been regarded in recent few years. We solve the problem about how much of the potential and efficiency needs, and try to find the level of our agedness community project; the present status of Chengdu endowment residence market, made the research for the rate, the live statuses, the income of elder people, and also made the research for the target customer and their requirement.Through the research, we made the decision below: we should focus on the elder whose age from 55 to75, the family monthly income between 4000-6000; the site selection is such as Longquan, Wenjiang, Dujiangyan, Qingcheng Mountain which far from Chengdu in 30 KM.And the function structure should have Living Function: good environment and weather; leisure Function: for communication among the elder people; medical Function: nearby hospital; function for extra service: Property service...