Marketing Strategy Research On The Xijing Senior Apartment

With the aging population accelerated pace in China,family structure miniaturization and family endowment function is weakening,people have no energy to take care of the elderly,the traditional endowment way is facing severe challenges,the elderly population is also change the view of endowment.At present,more and more young people want their parents live in the Senior apartment,especially those "empty nest" families,thus promoting the rapid development of the services for urban elderly.On the one hand,aging as a social problem,it brings many problems,on the other hand,it contains a huge invisible market.China's pension market demand is gradually increasing with the proportion of elderly people,will form the growth space beyond measure.However,after rapid development of Xijing Senior apartment,it has achieved a certain market share,but it encountered problems in the further development,so the development is limited.In order to solve the problems of the development of Xijing Senior apartment,it needs to resort the development status about the service for the Senior,investigate and study the market demand in Xi'an,find the contradictions in the development of Xijing Senior apartment,and access to relevant theory,use the correct method,careful analysis the problems encountered in development,especially specific analysis the problems in Xijing Senior apartment,find a solution,boost the healthy development of Xijing Senior apartment,and explore a suitable development path for the development of the endowment industry.After the investigation of the endowment industry,we found that many Senior apartments are facing the same problem.On the one hand,the elderly population increased dramatically,the market demand is also increasing,it is an inevitable trend of the development of Senior apartment,on the other hand,the limited income of the elderly people,it is impossible to treat Senior apartment as a place of high consumption.The need of the Senior apartment is comfortable and affordable,it is a wait-and-see attitude to who want to make big money,they don't want to invest the industry only to get meager returns.From the point of Senior apartments have been built,a relatively elderly population,there are less number,small scale,problems such as uneven distribution area.Existing different sizes of senile apartment,the relatively small size,begun to take shape in the nationwide Senior apartment is only one of the few.Existing Senior apartment have seen the market development opportunities,they want to seize this opportunity to expand the scale but the reality is unsatisfactory,the development can only be difficult.In addition,some Real Estate Companies have investigated this new type of real estate commodity,and there are a lot of social capital have spotted the endowment market and its demand,there are a lot of apartments for elderly in many cities areabout to start construction,in short,the endowment industry is more reflected in social welfare,may not give investors a high return.So the endowment industry for investors is no more attractive.But the existing Senior apartment's quality level is relatively low,some of them even without a corresponding endowment services,some areas are called Senior apartment,they are actually a disguised sale of real estate projects,they didn't consider the physiological and behavioral characteristics of the elderly,not only small facilities are not complete,but also for the original housing has been developed.Just as "the apartment" in the name for sales,from site planning,design and construction related to far from the apartment layout service facilities and the real meaning of the Senior apartment.Senior apartment after the operation is not only a general property management,but also a variety of professional operation and management,providing rehabilitation and nursing service,need more considerate service attitude and quality.While many Senior apartments in the management in order to save costs,lack of personnel,but it provides a generalization,often a mere formality of the service,it can't go deeply management.The professional management of scientific and reasonable "to the old man centered and loving service is to establish credibility and brand,is the key to the pension industry into a virtuous cycle,which requires the senior apartment to improve their management and service level,provide special service for elderly people.In this article,it is based on the basic theory of marketing,combined with the market in Xi'an.Through investigation and research the market,analysis of the internal and external environment of Xijing senior apartment,identify the market positioning,market segments,products,and formulate corresponding marketing strategy.Specifically,this study is divided into the following sections.In the introduction part,reviews the background of the endowment industry in China,discusses the problems of population structure,aging and other problems in our country.With the actual situation of Xijing Senior apartment and many Senior apartment development in Xi'an is limited and contradictory,clear the purpose and significance of the research,on the basis of the current situation of the development of Xijing Senior apartment to determine the research framework and content and put forward the research methods and ideas;On the theoretical basis,the related theories such as marketing,marketing strategy,marketing strategy and customer satisfaction theory,for later analysis and provide a theoretical basis for the research and development status of China;followed by the endowment industry,it focused on the city of Xi'an,by means of questionnaire survey and analysis of elderly in Xi'an group endowment status and future endowment needs,understand the local elderly home care,community endowment and social endowment form summarizes the characteristics of the development ofXi'an endowment market;introduces the status of Xijing Senior apartment,Xijing Senior apartment need development,it must be based on reality,research background and market environment.Therefore,to investigate the satisfaction of Xijing Senior apartment to existing customers of Xijing Senior apartment marketing strategy in the basis of the results of the investigation analysis,find out the problems of Xijing Senior apartment,combined with the disadvantages of Xijing Senior apartment marketing,put forward suggestions from the angle of market segmentation,target market selection,market positioning and marketing combination strategy.,In this article,it uses the basic theory of marketing and certain research methods,research and analysis the current situation and marketing strategy of Xijing Senior apartment,combined with the above theory,we can get the following conclusions,in theory,starting from the marketing related theory,analyzes the marketing strategy and marketing combination theory,the customer satisfaction theory and elaborates on the above theory;Introduced the Xijing Senior apartment,analyzes the macro environment of China's endowment industry,future endowment service,found out the natural environment,human environment,management and service advantages of Xijing Senior apartment,and it has great potential in the development.