Research On The Elderly-Focused Real Estate Based On Competitive Strategy

After over 10 years’ development, the pattern of Kunming real-estate industry is now facing the changing and upgrading. The trend is based upon the great competition from outside with the reconstruction of urban-village. Due to the high ranking of the aging people percentage in Kunming, the development of products focus on the demands of the aged people becomes one possible choice. The thesis will analysis this point from different aspects based on the corporate competition strategy.The analysis of the elderly focused real estate, is based on the identification of its type, definition, as well as a series of aging related theories, for instance, psychology, geriatric physiology, praxeology, architecture, management and marketing. For this thesis, the 5 Forces theory by Michael Porter has been applied to analyze the factors affected to the elderly focused model with the situation of Kunming. Meanwhile, the successful cases in international scope and the failed ones in Kunming have also been analyzed, to identify the referential experience.As a result, the author gives the suggestions for the development of Kunming’s elderly focused real estate, from the aspects of competition, customer analysis, site selection and supporting policies, by combining the analysis of theories and real cases.