실버타운 수요자 분석을 통한 개발모델과 마케팅 전략수립에 관한 일고 - 대구지역을 중심으로

Establishment of the Development Models and Marketing Strategies of Silver Town by the Analysis of Demand Groups - In the Case of Daegu Area -

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;Economic development and improvements in medical science have increased the average span of a man&quot;s life. Also, modernization and family nuclearization caused by industrialization have brought about many changes in the traditional family structure, so housing for the elderly has become one of problems in an aging society. The purpose of this study is to establish the development models and marketing strategies of silver towns by setting up an appropriate marketing strategy through the examination of preferences of the elderly and the pre-elderly for their silver towns.<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;Empirical analysis : Questionnaire survey and Cross table analysis<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;The research is summarized as follow. First, most of respondents wanted to move into a silver town if it ensured sufficient and satisfactory facilities and services, but they don&quot;t have sufficient economic abilities to do. Second, the preferred location of silver towns is in the suburbs of a city as the opened communication spaces. Third, the preferred residency cost is lower than 100 million Won to lessen the residency burden. Fourth, the respondents wanted to move into a silver town if it ensured sufficient and satisfactory facilities and services. Fifth, the medical facility was considered the most important facility in a silver town.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;In these context, various product strategies, pricing strategies, process strategies and promotion strategies are presented as the development models and marketing strategies of silver towns are through the results of the analysis.