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Pension industry market research project case

2024-07-15 00:39:38 来源：尚普咨询浏览量：0

Project background:

某养老机构是一家专业从事养老服务的企业，拥有多个养老社区和养老院，提供居家养老、社区养老和机构养老等多种模式的服务。该企业希望了解当前的养老市场状况，分析自身的优势和劣势，制定合理的发展战略和营销策略。

Project purpose:

通过对养老市场的调研，分析养老需求、供给、竞争、政策等方面的情况，为该企业提供以下信息：

养老市场的规模、结构、趋势和预测；

养老市场的消费者特征、偏好、需求和满意度；

养老市场的竞争格局、竞争对手的优势和劣势；

养老市场的政策环境、机遇和挑战；

该企业在养老市场的定位、优势和劣势；

该企业在养老市场的发展建议和营销策略。

Project Content:

尚普咨询采用了以下方法进行市场调研：

文献资料分析：收集并分析了国家统计局、民政部、卫生部等相关部门发布的数据和报告，以及行业协会、媒体、专家等发布的研究报告和文章，了解养老市场的基本情况和发展趋势。

网络搜索分析：利用必应搜索引擎，搜索并分析了与养老相关的关键词，如“养老产业”、“智能养老”、“医养结合”等，了解养老市场的热点话题和消费者关注点。

网络问卷调查：设计并发布了一份针对60岁以上老年人的网络问卷，共收集了1000份有效样本，通过对问卷数据的统计分析，了解养老消费者的特征、偏好、需求和满意度。

竞争对手分析：选择了该企业在养老市场上的五个主要竞争对手，分别是万科、招商蛇口、鱼跃医疗、大族激光和机器人，通过对其官网、新闻报道、财务报表等资料的收集和分析，了解其在养老市场上的产品和服务、运营模式、市场占有率、发展战略等情况。

政策环境分析：收集并分析了近年来国家和地方出台的与养老相关的政策法规，如《关于全面放开养老服务市场提升养老服务质量的若干意见》《“十三五”国家老龄事业发展和养老体系建设规划》《关于推进养老服务发展的意见》等，了解政府对于养老产业的支持力度和监管要求。

养老市场规模、结构、趋势和预测：根据国家统计局数据，2022Year of our country60岁及以上人口约为2.8亿，占全国人口的19.8%。养老事业与产业的协同发展，关乎老年群体的美好生活，也对扩大内需、促进经济增长具有重要意义。预计2023年我国养老产业规模将达到9.5万亿元，2028The year will reach16.5trillion yuan, with an average annual growth rate11.7%。养老市场的结构主要包括居家养老、社区养老和机构养老三大模式，其中居家养老占比最高，但社区养老和机构养老的比重逐渐提高。养老市场的趋势主要表现为智能化、医养结合、多元化和个性化。

养老市场消费者特征、偏好、需求和满意度：根据网络问卷调查的结果，养老消费者的特征主要有以下几点：（1）性别比例相当；（2）年龄分布以65-74岁为主，占比达到46.7%；（3）教育水平以初中及以下为主，占比达到50.3%；（4）收入水平以3000元以下为主，占比达到54.6%；（5）婚姻状况以已婚为主，占比达到76.4%；（6）居住地以城市为主，占比达到62.3%。

养老消费者的偏好主要有以下几点：（1）对于养老模式的选择，以居家养老为首选，占比达到68.9%，其次是社区养老和机构养老，分别占比14.7%and16.4%；（2）对于养老服务的选择，以基本生活照料为最重要，占比达到85.6%，其次是医疗健康服务和文化娱乐服务，分别占比76.3%and69.4%；（3）对于智能产品的使用，以智能手机为最常用，占比达到92.7%，其次是智能电视和智能手表，分别占比67.8%and45.6%；（4）对于智能服务的接受度，以远程监护为最高，占比达到83.2%，其次是智能健康管理和智能紧急救援，分别占比78.9%and75.4%。

养老消费者的需求主要有以下几点：（1）希望获得更多的政府支持和补贴；（2）希望获得更多的社会关爱和尊重；（3）希望获得更多的家庭陪伴和沟通；（4）希望获得更多的个性化和定制化服务；（5）希望获得更多的安全保障和信任感。

养老市场的竞争格局：根据竞争对手分析的结果，养老市场的竞争格局主要有以下特点：（1）竞争者类型多样，涵盖了地产、保险、医疗、科技等多个领域的企业；（2）竞争者规模不一，有国有、民营、外资等不同所有制的企业；（3）竞争者布局不均，有全国性、区域性、地方性等不同范围的企业；（4）竞争者战略不同，有以规模扩张为主的企业，也有以品质提升为主的企业；（5）竞争者合作频繁，有跨界合作、同业合作、上下游合作等多种形式的合作。

养老市场的政策环境：根据政策环境分析的结果，养老市场的政策环境主要有以下特点：（1）政策支持力度大，国家和地方出台了一系列鼓励和引导养老产业发展的政策法规，如放开养老服务市场、提供财税优惠、增加土地供应、加大财政投入等；（2）政策监管力度强，国家和地方建立了一套完善的养老服务综合监管制度，如制定养老服务标准、实施养老机构评估、加强养老服务质量建设、强化养老服务安全管理等；（3）政策创新力度高，国家和地方探索了一些新型的养老服务模式和机制，如推进医养结合、发展智能养老、建立多元化资金投入机制、开展试点示范工作等。

该企业在养老市场的定位：根据该企业自身的情况和养老市场的分析，该企业在养老市场的定位可以概括为以下几点：（1）专业化：该企业专注于养老服务领域，拥有多年的经验和口碑，具备较强的专业能力和服务水平；（2）多元化：该企业提供多种模式的养老服务，满足不同消费者的需求和偏好，具备较强的市场适应能力和竞争优势；（3）智能化：该企业积极引入智能技术和产品，提高养老服务的效率和质量，具备较强的创新能力和发展潜力；（4）人文化：该企业注重养老服务的人文关怀和情感交流，提升消费者的满意度和忠诚度，具备较强的品牌影响力和社会责任感。

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