摘要:随着我国步入老龄化社会，养老院的市场需求将日益扩大。面对巨大的蓝海市场，民营养老院仍然举步文艰。民办养老机构对缓解老人入院难，减少社会矛盾，减轻家庭负担起到了积极作用。民营养老院的发展不仅仅是经济问题，也是一大社会难题。
    本毕业论文首先分析上海公办养老院和民营养老院的发展现状，研究目前上海养老院的分布、规模、经营模式及市场定位。其次，进行民办养老院的市场环境分析、需求分析、消费者心理分析，分析其发展过程中的影响因素，探索民办养老院的营销策略。最后，找出上海民营养老院发展过程中存在的问题和误区，并结合先进国家成熟高效的养老体制分析，对上海民办养老院提出有效对策和建议，并预测其未来的发展趋势。9940
关键词：发展现状；民营养老院；营销策略
The Development and Marketing Strategy of Private Nursing Home in Shanghai
Abstract: As the China has become an aging society, market demand of the nursing home will be growing. Facing the vast blue ocean market, the private nursing home industry is still struggling. The private nursing home played a positive role in alleviating the difficult of entering the public nursing home, reducing social contradictions, lightening the burden of the family. The development of private nursing homes is not only an economic issue but also a major social issue.
This paper analyzed the development of the public and private nursing home, and then the current distribution, scales, operation mode and market positioning of Shanghai nursing home were detailed. Also the paper focuses on market environment, market demand, and consumer psychology. Besides, influence factors in the process of its development and the marketing strategy of private nursing homes were explored. Finally, the paper will find the problems and errors in the process of developing the private nursing homes. Combined with the advanced countries mature and efficient analysis of pension system, effective countermeasures and Suggestions for private nursing home in Shanghai will be put forward and the future development trend will be predicted.
Key words: development; private; Marketing Strategy
目录
引言1
一、上海民营养老院发展现状概述3
（一）上海养老院的发展历程和现状3
1、上海公办养老院的发展历程及现状3
2、上海民办养老院的发展历程及现状4
（二）上海民营养老院与公办养老院的比较分析4
二、上海民营养老院的市场分析6
（一）上海民营养老院的市场定位分析6
  1、产品差别化战略6
  2、服务差别化战略6
  3、人员差别化战略7
  4、形象差别化战略7
（二）上海民营养老院的需求分析7
  1、目标市场分析8
  2、产品需求分析8
  3、服务需求分析8
（三） 上海民营养老院消费者分析8
  1、上海市人口结构分析9
  2、上海民营养老院消费者分析10
（四）上海民营养老院的SWOT分析10
1、优势分析10
2、劣势分析10
3、机会分析11
4、威胁分析11
三、上海民营养老院发展的影响因素分析12
  （一）影响民营养老院需求的因素分析12
  （二）影响民营养老院供给的因素分析12
    1、投资规模12
    2、成本因素13
    3、政策因素13
  （三）影响民营养老院的其他因素分析13
    1、社会经济发展水平14
    2、社会福利水平14
四、上海民营养老院的营销策略分析15
（一）上海民营养老院的经营模式15
（二）上海民营养老院的6P分析15 上海民营养老院的发展现状及营销策略分析:http://www.751com.cn/guanli/lunwen_8831.html