老龄化趋势下我国老年旅游市场及营销策略研究

Marketing Strategy of the Elderly Tourist Market Under Aging Trend in China

伴随着我国老龄化社会的逐渐成型,消费市场上的很多与老年人相关的产业,也迎来了发展良机。例如老年旅游市场,对于提升老年人的生活品质及推进旅游经济的发展而言,老年旅游市场及其营销策略的研究重要性毋庸置疑。目前,我国老龄化趋势下,老年旅游市场的潜力巨大,但是在营销策略上却存在着过于传统、形式单一等问题。文章通过阐述我国老年旅游市场的现状及问题,提出充分做好老年旅游市场的细分、明确做好目标市场的调研与分析、采取灵活性和多元化的促销手段等营销策略,推动老年旅游市场的可持续健康发展。

With the gradual shaping of an aging society, many of the elderly-related industries on the consumer market meet the opportunity. Elderly tourist market is of great importance for improving the quality of life for the aged and promote the tourism market.At present, under the aging trend of China, the elderly tourist market potential is huge, but there are still problems, such as traditional and single means, in the marketing strategy. This paper describes current situation and problems of elderly tourism market, then puts forward suggestions such as differentiated marketing, clear research and analysis of targeted market, multiple marketing means, so as to promote the sustainable and healthy elderly tourism market development.