泰康人寿发展养老地产模式与营销分析

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1、AbstractChinaisfacinganelderlycareproblemsuchaspopulationaging，pensiondilemmaandfamilystructurechanging，thereisanurgentdemandforanewwayofpensionsecurity．Ontheotherhand，theinsuranceitselfisalsofacingissuessuchasnarrowinvestmentchannelsandlowreturns，itcannotmeettherequirementforth

2、einsurancecapitaltoretainvalueoraddvalue．Theresearchonendowmentrealestateindustrywillhavepositivemeaningsforthedevelopmentofbothelderlycareservicesandrealestateindustry．Especiallyinthepensioninsurancefundsenteringelderlycarerealestate，thereisnosuccessfulexamplesinthemodeofoperat

3、ionstostudyandreference．Basedonmarketingtheoryandcustomerbehaviortheory,thispaperfirstlydefinedthepropertyofendowmentrealestatefromconceptsoftheelderlycareservicesindustryandthatofendowmentrealestate．Then，thispaperstudiedthedevelopmodeofendowmentrealestateindustryathomeandabroad

4、．Finallywedidanalysisontheformatfordomesticinsurancefundtoenterendowmentrealestate．TaikangLifeInsuranceCo．obtainedtheinsuranceindustry’Sfirstpilotinvestmentqualificationsonretirmentcommunityin2009，andwasthefirstoneintroduceddockingretirementcommunityinsuranceproducts．Aimingatbui

5、ldingtheSOcalled“migratorybirdselderlycarestyle”，TaikangLifeInsuranceCo．arrangedtheendowmentrealestateallOVerthecountry．ItalreadyhasgotthelanduserightsinBeijing，Shanghai，Guangzhou，Sanyaandothercities．TheYanyuancommunityinBeijingwillavmlablein2015andtheShenyuancommunityinShanghai

6、willsoonopenaexperiencehallinApril，2014．Atthesametime，theretirementcommunitylayoutinXiamen，HangzhouandChengduisspeedingup．Meanwhile，thispaperadaptedthedepthinterviewmethod．．ByinterviewingmycolleaguesinStrategicDevelopmentDepartment，TaikangLifeInsuranceCo．andothermanagersindomest

7、icpensioninstitutions，Iunderstoodthepropertiesandoperationoflawfortheelderlycaremarket，andIalsogotmoredepthunderstandonthemodeandimageofcompanydevelopment．Basedontheinterview，thispaperdidadetailedanalysisofmarketresearchdata．Ididadetailedanalysisofmarketresearchdata．Throughmarke

8、tresearchanddataanalysisoftargetedcustomers，Ifu