실버주택 현황과 마케팅 전략에 관한 연구

Abstract

The percentage of the Korean old people's population has been increased and come to an aging society. Nowadays the Korean silver industry has lots of demands by the average life expectancy, a rapid increase of old people, better financial ability and smaller families. Researches about old consumers may have several kinds of means. On the side of marketing the old consumers can be one of potential markets. In several developed countries as U.S.A. and Japan a group of old people who has high financial abilities appears a class of having the greatest buying power. Thus, many enterprises need to capture this kinds of tendencies and apply this to there actual markets. As a result, this report will discuss a present condition, specialty and marketing strategies of the group of old consumers who are hereafter the main targets. Also, there will be suggestions about strategic values of a silver residential industry. A number of people in charge of old people's business have to see the silver class as a consumer and make proper marketing strategies with enough understanding about psychological, social characteristics and consumer behavior of the old people. There are main points when the marketers establish marketing strategies about the silver class. First of all, the silver class forms a very distinctive market which is quite different from psychological, social and environmental changes. So, the marketers who target the silver class need to save their own know-how about elderly consumer's each of consumers' characteristics and lifestyle that are basic materials for old people's desires. For the effective marketing about the old consumers the related marketers realize culture and several specialties of the silver class. Also, distinctions of marketing strategies for different life stages of old people are very important to satisfy several demands of the silver class. Secondly, the marketers need to be careful about both sides for old people's psychology when they act for actual marketing. A group of people who want to satisfy distinctive demands for the silver class is old people and also dislike this kind of behavior. The aversion old people have is treating as "real old people," old people can feel shameful about purchasing things for the silver class. This is not considerable for both faces of geriatric psychology. The actual marketers have to consider that old people do not feel any sort of inconvenience with their ages. Thirdly, the lifestyles of the silver class should be reflected on actual marketing. These marketers need to take off a dark image of old people and create several marketing actions which are being positive for their leisure, various and affluent consumption life. Then, marketing for the silver class should be necessary to. be based on sides of human being and emotional method. In a case of the silver class once they make a good relationship with shops or brands, they are highly devoted than other classes of consumers. Finally, pre-research about pre-silver class is one of the important marketing strategies. The marketers realize that they need to attract target customers who are in 40's in order to buy their specific brands and products. The marketers should concern children of the silver class because their children perform very important roles as information suppliers. According to the pre-research, old consumers get most information from their friends, families as human resources rather than other medium. The increase of old people's population is compared with the Korean policies, the most of policies are about income guarantee, medical insurances and other social welfare services. Other parts in the sliver industry are very feeble. Therefore, better solutions about old people problems in the Korean situations should be intentional for 21^(st) century and based on the Korean culture. These need to be worked out in several fields with innovative development and researches.