老年居住模式多样化与老年住宅营销创新

随着我国老龄化社会的到来，老龄人口的居住模式也呈现多样化，出现了与子女共同居住、与子女毗邻居住、独立居住、在养老机构居住、候鸟式季节性异地居住等多种模式。我国的房地产开发企业应积极应对，通过市场细分，准确定位，开发出针对老龄人口不同需求的住宅产品。同时通过营销创新，如开展为老年人提供以旧换新房产服务、尝试老年住宅的体验营销、开发可买可租的老年住宅、开设老年房屋银行等，取得企业效益与社会效益的共赢。

Diversification of Old People's Residence and Marketing Innovation for the People's Housing

With aging society coming to China the old people have now more and more diverse habitations including staying together with or next to their children, residing alone by themselves, dwelling in institutions for the aged, and living in different places like migratory bird. Hence real estate enterprises are supposed to take active measures to provide sufficient and various houses for the people through careful market segments and accurate positioning. In order to achieve win-win effect for both enterprises and the society, it is necessary to innovate the marketing, for example, providing the aged people with house-exchange service, trying experience marketing in selling them houses, developing houses for them which can be bought or rent, opening housing Banks and so on.