康养企业的营销策略分析—以“天鹅堡”为例内 容 摘 要当前国内的人口老龄化情况日益严重，因此针对老年人消费群体的行业得到了广泛的发展，尤其是康养旅游近年来发展势头十分迅猛。加上国内政策的扶持，我国有多个地区就自身环境优势发展了特色的康养旅游基地，其中贵州赤水市紧抓行业发展机遇，大力发展康养企业，面对激烈的市场竞争，在营销工作方面，应当做足充分的市场调研，结合消费者的需求，针对性的优化企业营销策略。本文以赤水市天鹅堡康养小镇为例，运用 SWOT 模型分析法，对康养小镇当前优势、劣势、机会及面临的威胁进行分析。立足于当前养老服务的经营理念，针对康养小镇当前发展的问题制定精准且灵活的营销推广策略，提升天鹅堡康养小镇的市场竞争优势。关键词:康养企业；天鹅堡小镇；养老服务；营销策略；借鉴IAnalysis on Marketing Strategy of Health Care EnterprisesAbstractAt present, China's aging situation is increasingly serious, so the industry for the elderly consumer groups has been widely developed, especially in recent years, the development momentum of health care tourism is very rapid, in many regions of China, the development of a characteristic health care tourism base, in which Chishui City, Guizhou Province seizes the opportunity of industry development, vigorously develops health care enterprises, in the face of fierce market competition, in the marketing industry On the other hand, we should do enough market research and optimize the marketing strategy of the enterprise according to the needs of consumers. Based on the current management concept of elderly care service, this paper analyzes the current advantages, disadvantages, opportunities and threats of health care Town, taking the health care town of Swan fort in Chishui City as an example, and makes accurate and flexible marketing and promotion strategies for the current development of health care Town, so as to improve the market competitive advantage of healt...
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