上海民营养老院的发展现状及营销策略分析.docVIP

上海民营养老院的发展现状及营销策略分析 摘要:随着我国步入老龄化社会，养老院的市场需求将日益扩大。面对巨大的蓝海市场，民营养老院仍然举步维艰。民办养老机构对缓解老人入院难，减少社会矛盾，减轻家庭负担起到了积极作用。民营养老院的发展不仅仅是经济问题，也是一大社会难题。 本首先分析上海公办养老院和民营养老院的发展现状，研究目前上海养老院的分布、规模、经营模式及市场定位。其次，进行民办养老院的市场环境分析、需求分析、消费者心理分析，分析其发展过程中的影响因素，探索民办养老院的营销策略。最后，找出上海民营养老院发展过程中存在的问题和误区，并结合先进国家成熟高效的养老体制分析，对上海民办养老院提出有效对策和建议，并预测其未来的发展趋势。9940 关键词：发展现状；民营养老院；营销策略 The Development and Marketing Strategy of Private Nursing Home in Shanghai Abstract: As the China has become an aging society, market demand of the nursing home will be growing. Facing the vast blue ocean market, the private nursing home industry is still struggling. The private nursing home played a positive role in alleviating the difficult of entering the public nursing home, reducing social contradictions, lightening the burden of the family. The development of private nursing homes is not only an economic issue but also a major social issue. This paper analyzed the development of the public and private nursing home, and then the current distribution, scales, operation mode and market positioning of Shanghai nursing home were detailed. Also the paper focuses on market environment, market demand, and consumer psychology. Besides, influence factors in the process of its development and the marketing strategy of private nursing homes were explored. Finally, the paper will find the problems and errors in the process of developing the private nursing homes. Combined with the advanced countries mature and efficient analysis of pension system, effective countermeasures and Suggestions for private nursing home in Shanghai will be put forward and the future development trend will be predicted. 1、产品策略15 2、价格策略15 3、渠道策略16 4、推广策略16 5、政治力量策略16 6、公共关系策略16 五、上海民营养老院发展中存在的问题、原因及影响17 （一）上海民营养老院发展中存在的问题17 （二）存在的问题的原因及影响18 六、上海民营养老院的发展对策19 （一）多元化的新型发展模式19 （二）完善养老服务体系19 （三）规范行业标准20 七、结论21 致谢22 参考文献23 引言 中国正在步入深度老龄化社会，根据世界卫生组织的标准，当某个国家或地区60岁以上老人超过人口总数的10%，就步入了老龄化社会。根据《中国老龄事业发展ldquo;十二五rdquo;规划》，2011年到2015年，全国60岁以上老年人将由1.78亿增加到2.21亿，平均每年增加