我国老年市场营销策略研究

【作者】 焦建军；

【导师】 曲德森；

【作者基本信息】 首都经济贸易大学 ， 商业经济， 2002， 硕士

【摘要】 随着人类社会的老龄化程度的不断加深，老年市场已经成为商家进行市场营销时无法忽视的一个细分市场。本文对老年市场存在的一些问题从理论上进行了系统性的研究。本文共分为四部分。 第一部分在分析我国老龄化特征的基础上，详细分析了我国老年市场的前景。 第二部分对我国老年市场的现状进行了描述，重点分析了市场营销方面的原因，并且对我国老年市场作了重新认识。 第三部分重点研究了我国老年消费者的消费动机、消费心理特征和消费行为特征。 第四部分是本文的重点，论述了面对老年市场我国企业如何采取正确的市场营销策略。这一部分主要从市场细分、市场定位和4P策略三个方面进行论述。更多还原

【Abstract】 With the increasing number of the elderly.the gray-headed market has become an inportant subdivisional market many merchants must attach great importance to. But there are still theories that haven’t been systemicly introduced,such as the foreground of the gray-headed market, the characters of senior consumers and the marketing tactics towards the senior market.This thesis focuses on the above mentioned theories.This research paper includes four chapters. On the analysis of the aging .Chapter One expounds the foreground of the gray-headed market according as the theory "business opportunities is the integration of population , supply & demand and purchasing power".Chapter Two describes the current situation of the gray-headed market,briefly analyzes the causes concerning markrting and recognizes the senior market.The main point of chapter Three is about the consuming motivation ,the mental and behaviorial characters of senior consumers.Chapter Four is the key part of this thesis,mainly dissertating the marketing tactics focusing on the gray-headed market. This chapter states in three aspects: segmentation, position and 4P’S (product.price,place and promotion) tactics.更多还原