Project background:

An elderly care institution is an enterprise specializing in elderly care services. It has multiple elderly care communities and nursing homes, providing multiple modes of services such as home care, community care and institutional care. The enterprise hopes to understand the current pension market situation, analyze its own advantages and disadvantages, and formulate reasonable development strategy and marketing strategy.

Project purpose:

Through the research of the pension market, the analysis of pension demand, supply, competition, policy and other aspects of the situation, to provide the enterprise with the following information:

The size, structure, trends and forecasts of the pension market;

consumer characteristics, preferences, needs and satisfaction in the pension market;

The competitive landscape of the pension market, the strengths and weaknesses of competitors;

The policy environment, opportunities and challenges of the pension market;

The positioning, advantages and disadvantages of the enterprise in the pension market;

The enterprise in the pension market development proposals and marketing strategies.

Project Content:

Champ Consulting conducted market research using the following methods:

Literature analysis: Collect and analyze the data and reports issued by the National Bureau of Statistics, the Ministry of Civil Affairs, the Ministry of Health and other relevant departments, as well as research reports and articles issued by industry associations, media, experts, etc., to understand the basic situation and development trend of the pension market.

Network search analysis: Using the Bing search engine, search and analyze keywords related to elderly care, such as "elderly care industry", "intelligent elderly care", "medical care combination", etc., to understand the hot topics of the elderly care market and consumer concerns.

Web Questionnaire: designed and published a survey60Internet questionnaires for people over the age of, a total1000Through the statistical analysis of the questionnaire data, we can understand the characteristics, preferences, needs and satisfaction of the elderly consumers.

Competitor analysis: select the five main competitors of the enterprise in the pension market, namely Vanke, China Merchants Shekou, Yuyue Medical, Han's Laser and Robot. Through the collection and analysis of its official website, news reports, financial statements and other information, we can understand its products and services, operation mode, market share, development strategy and so on in the pension market.

Policy environment analysis: collected and analyzed the policies and regulations related to the elderly issued by the state and local governments in recent years, such as "some opinions on comprehensively liberalizing the pension service market and improving the quality of pension services", "the 13th five-year Plan for the National Development of the cause of the elderly and the Construction of the Pension system", "opinions on promoting the Development of Pension Services" and so on. Understand the government's support and regulatory requirements for the pension industry.

Pension market size, structure, trends and forecasts: according to the National Bureau of Statistics,2022Year of our country60Population aged and above approximately2.8Billion, accounting for the national population19.8%. The coordinated development of pension industry and industry is not only related to the better life of the elderly, but also of great significance to expanding domestic demand and promoting economic growth. Expected2023The scale of China's pension industry will reach9.5trillion yuan,2028The year will reach16.5trillion yuan, with an average annual growth rate11.7%. The structure of the elderly care market mainly includes three major models: home care, community care and institutional care. Among them, home care accounts for the highest proportion, but the proportion of community care and institutional care is gradually increasing. The trend of the pension market is mainly manifested in intelligence, combination of medical care, diversification and personalization.

Consumer characteristics, preferences, needs and satisfaction in the pension market: according to the results of the online questionnaire survey, the characteristics of the elderly consumers are as follows: (1) The gender ratio is equivalent; (2) age distribution65-74Age-based, accounting for up46.7%；（3) The education level is mainly junior high school and below, accounting50.3%；（4) income level3000Yuan below the main, accounting for up54.6%；（5) Marital status is mainly married, accounting for up76.4%；（6) The place of residence is mainly urban, accounting62.3%。

The preferences of old-age consumers are mainly the following: (1) For the choice of old-age model, home-based old-age care is the first choice, accounting for up68.9%, followed by community pension and institutional pension, respectively.14.7%and16.4%；（2) For the choice of old-age services, basic life care is the most important, accounting for up85.6%, followed by medical and health services and cultural and entertainment services, respectively.76.3%and69.4%；（3) For the use of smart products, smart phones are the most commonly used, accounting for up92.7%, followed by smart TVs and smart watches, respectively.67.8%and45.6%；（4) For the acceptance of intelligent services, remote monitoring is the highest, accounting83.2%, followed by intelligent health management and intelligent emergency rescue, respectively.78.9%and75.4%。

The needs of old-age consumers are mainly the following: (1) hope to get more government support and subsidies; (2) Hope to get more social care and respect; (3) Hope to get more family companionship and communication; (4) hope to obtain more personalized and customized services; (5) Hope for more security and trust.

The competitive landscape of the pension market: According to the results of competitor analysis, the competitive landscape of the pension market has the following characteristics: (1) There are various types of competitors, covering enterprises in real estate, insurance, medical care, science and technology and other fields; (2) Competitors are of different sizes, including state-owned, private and foreign-funded enterprises with different ownership systems; (3) The distribution of competitors is uneven, with enterprises of different scope such as national, regional and local; (4) Competitors have different strategies, with companies focusing on scale expansion and quality improvement; (5) Competitors cooperate frequently, including cross-border cooperation, peer cooperation, upstream and downstream cooperation and other forms of cooperation.

Policy environment of the pension market: According to the results of the policy environment analysis, the policy environment of the pension market has the following characteristics: (1) The policy support is strong. The state and local governments have issued a series of policies and regulations to encourage and guide the development of the elderly care industry, such as liberalizing the elderly care service market, providing fiscal and tax preferences, increasing land supply, and increasing financial investment; (2) The policy supervision is strong, and the state and local governments have established a comprehensive supervision system for elderly care services, such as formulating elderly care service standards, implementing the evaluation of elderly care institutions, strengthening the quality of elderly care services, and strengthening the safety management of elderly care services; (3) The policy innovation is high. The state and local governments have explored some new models and mechanisms for elderly care services, such as promoting the integration of medical care and elderly care, developing intelligent elderly care, establishing a diversified capital investment mechanism, and carrying out pilot demonstration work.

The positioning of the enterprise in the pension market: according to the enterprise's own situation and the analysis of the pension market, the positioning of the enterprise in the pension market can be summarized as follows: (1) Specialization: The company focuses on the field of elderly care services, has many years of experience and reputation, and has strong professional capabilities and service levels; (2) Diversification: The company provides multiple models of elderly care services to meet the needs and preferences of different consumers, and has strong market adaptability and competitive advantages; (3) Intelligence: The company actively introduces smart technologies and products to improve the efficiency and quality of elderly care services, and has strong innovation capabilities and development potential; (4) Human culture: The company pays attention to the humanistic care and emotional communication of elderly care services, enhances consumer satisfaction and loyalty, and has a strong brand influence and social responsibility.