摘要
我国在新世纪面临着人口老龄化、家庭结构变迁、未富先老等问题,怎样的养老方式能够适应新环境变化;同时,保险行业如何更好的解决保险资金长期增值、保值问题,以需要寻求多元的投资渠道.
关注养老地产业对解决养老模式问题有积极意义,尤其是在保险资金如何发挥自身优势进入该领域也是一种新的探索.
本文根据市场营销理论和消费者行为相关理论,从养老服务业、养老地产概念界定养老地产属性,分析国内外养老地产的发展模式,对国内保险业进入养老地产的业态进行了深入分析.
在保险业内一直提倡稳健发展的泰康人寿成为内业第一家涉足养老地产并推出相对应产品的公司.目前,公司已经在一线城市拿地、建设养老社区;同时积极布局一些热门二线城市,如:三亚、厦门、成都.
同时,本文采用了深入访谈的方法.通过访问泰康人寿保险股份有限公司战略发展部的同事,以及国内其他养老机构管理者,深入了解公司的发展模式及构想,了解养老市场的属性及市场运作规律.
在访谈的基础上,本文进行市场调研并对市场调研数据进行详细分析.通过对目标客户进行市场调查及数据分析,较为全面、系统地剖析了养老社产品市场的需求特征和消费行为影响因素,对泰康人寿设计、营销、运营养老地产提供了切实可行的运行模式建议.
关键词:老龄化;泰康人寿;养老地产
Abstract
China is facing an elderly care problem such as population aging, pensiondilemma and family structure changing, there is an urgent demand for a new way ofpension security. On the other hand,the insur出ice itself is also facing issues such asnarrow investment channels and low returns, it cannot meet the requirement for theinsmrance capital to retain value or add value.
The research on endowment real estate industry will have positive meanings forthe development of both elderly care services and real estate industry. Especially inthe pension insurance funds entering elderly care real estate,there is no successfulexamples in the mode of operations to study and reference.
Based on marketing theory and customer behavior theory, this paper firstlydefined the property of endowment real estate from concepts of the elderly careservices industry and that of endowment real estate. Then,this paper studied thedevelop mode of endowment real estate industry at home and abroad. Finally we didanalysis on the format for domestic insurance fond to enter endowment real estate.
Taikang Life Insurance Co. obtained the insurance industry's first pilotinvestment qualifications on retirment community in 2009, and was the first oneintroduced docking retirement community insurance products. Aiming at building theso called "migratory birds elderly care style", Taikang Life Insurance Co. arrangedthe endowment real estate all over the country. It already has got the land use rights inBeijing,Shanghai, Guangzhou, Sanya and other cities. The Yanyuan community inBeijing will available in 2015 and the Shenyuan community in Shanghai will soonopen a experience hall in April, 2014. At the same time, the retirement communitylayout in Xiamen, Hangzhou and Chengdu is speeding up.
Meanwhile, this paper adapted the depth interview method.. By interviewing mycolleagues in Strategic Development Department, Taikang Life Insurance Co. andother managers in domestic pension institutions,I understood the properties andoperation of law for the elderly care market^ and I also got more depth understand onthe mode and image of company development.
Based on the interview, this paper did a detailed analysis of market researchdata.I did a detailed analysis of market research data. Through market research anddata analysis of targeted customers, I fulfilled a comprehensive and systematicanalysis of the demand characters and factors affecting customer behaviors for theelderly care product market. Then I made some feasible operations advices on design,marking and operation of endowment real estate products for insurance companies.
Key words: population aging, Taikang Life Insurance Co" endowment realestate industry.
目录
第一章绪论
第一节研究背景及意义
第二节研究方法及内容
第二章文献综述
第一节市场营销理论
第二节消费者行为理论
第三节理论思考与借鉴
第三章国内外养老地产业现状研究
第一节养老服务业相关概念
第二节养老地产业相关概念
第三节养老地产市场宏观环境分析
第四节国外养老地产发展情况
第五节国内养老地产发展情况
第四章泰康人寿发展养老地产现状研究
第一节泰康人寿公司简介
第二节泰康人寿发展养老地产的动力
第三节泰康人寿发展养老地产的优势
第四节泰康人寿发展养老地产的途径
第五节国内保险行业发展养老地产的模式比较
第六节泰康人寿与养老地产对接的产品
第五章市场调研与数据分析
第一节问卷设计
第二节描述统计分析
第三节相关分析
第四节交叉分析
第五节数据分析小结
第六章泰康人寿发展养老地产产品设计及市场营销策略60
第一节客户需求
第二节愿付成本
第三节客户便利
第四节沟通策略
第五节结论
参考文献
致谢
