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From Functional Satisfaction to Emotional Resonance: Reflections on Marketing Strategies in the Elderly Care Industry

Author(s)

Zexiao Chen, Xiaoxiao Liu*

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding Author

Abstract

Against the backdrop of accelerating aging population and evolving consumption patterns, the silver economy has become a critical driver of high-quality economic growth. Given the distinctive nature of the elderly care market, firms are required to move beyond conventional marketing approaches and develop strategies that align closely with the specific needs of older adult consumers. Drawing on the 4C framework, this study systematically examines prevailing marketing practices in the elderly care industry across four dimensions-Consumer, Cost, Convenience, and Communication & identifies key challenges, including limited precision in demand identification, mismatches between cost control and price sensitivity, insufficient integration of online and offline service channels, and weak brand engagement with consumers on an emotional level. To address these issues, this paper proposes that firms in the sector should strengthen data-driven personalization, adopt tiered cost management along with flexible pricing mechanisms, expand integrated online-to-offline service networks to enhance convenience, and leverage interactive approaches via new media to establish closed-loop communication systems. These measures are intended to support the development of sustainable competitive advantages within the expanding silver economy.

Keywords

Silver Economy; Elderly Care Industry; Marketing Strategy; 4C Marketing Theory; Aging Population

References

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