摘    要当前，在中国人口老龄化和家庭化结构小型化逐渐普遍的背景下，养老模式由传统居家养老向社会养老转型已成为不可逆转的趋势，养老社会化必然会促进老年住宅产业的形成和发展。江南养生村是近年来成立的中医药健康管理养老示范项目，开创性的整合了中医治未病与现代健康管理体系，将中医药养生的理念和手段融入健康管理检测、评估、干预三个环节中，形成中医药健康管理养生养老服务，在国内养老产业中独树一帜。本课题以营销策略研究的角度，通过PEST分析和SWOT分析等多种手法分析江南养生村，展示民营机构在养老社区运营管理的优势和未来发展健康管理的借鉴意义。88259

毕业论文关键词：健康管理； 养老； PEST分析；SWOT分析；营销策略

Abstract At present, the miniaturization of the aging population and family structure China common gradually under the background of endowment pattern from the traditional home care to the pension of social transformation has become an irreversible trend, social endowment will promote the formation and development of the elderly housing industry。Jiangnan village is established in recent years, the Chinese medicine health management and health care demonstration project, pioneering the integration of the treatment of disease and modern health management system, Chinese medicine health concepts and methods in health management detection, assessment and intervention in the three links, the formation of health management and health care services, become an independent school in the domestic health pension industry。 The marketing strategy research perspective, through a variety of techniques of PEST analysis and SWOT analysis of Jiangnan health Village, showing private institutions in the pension community management advantages and future development of health management reference。

Keyword: Health management; Pension; PEST；SWOT; Marketing Strategy

目    录

1 研究背景 1

2 研究方法 1

3 江南养生村基本情况 1

    3。1地理区位 1

    3。2公司架构 3

    3。3场所和措施 3

3。4服务产品 4

4 江南养生村中医药健康管理源-于,优W尔Y论L文.网wwW.youeRw.com 原文+QQ75201,8766养生养老服务市场营销分析结果 5

    4。1 PEST分析 5

          4。1。1政治环境分析 5

          4。1。2经济环境分析 5

          4。1。3社会环境分析 5

          4。1。4技术环境分析 6

    4。2 SWOT分析 6

          4。2。1优势 6

          4。2。2劣势 6

          4。2。3机会 7

          4。2。4威胁 7

    4。3 同行业比较分析 7

    4。4 营销策略分析 8

          4。4。1产品策略