Research on Service Product Innovation and Membership Marketing of Community Eldercare under the Silver Economy

Abstract

With the accelerated aging of China's population and the deepening of the national silver economy policy, community eldercare has become the basic carrier of the aged care service system, while the service product innovation and membership marketing capacity of community eldercare institutions have become the core bottlenecks restricting their sustainable operation. Taking the community eldercare sector as the research object, this paper systematically analyzes the current situation, modern challenges and optimization paths of service product innovation and membership marketing of community eldercare under the background of the silver economy, by means of a research route combining literature analysis, policy text analysis and typical case analysis. The research shows that, driven by the national policy environment and the demographic dividend of the aging population, China's community eldercare institutions have made positive progress in service portfolio expansion and customer relationship maintenance, forming preliminary experience in product stratification, membership system design and community-based operation. However, under the combined effect of internal structural constraints such as product homogeneity, shortage of professional talents and weak digital capabilities, and external environmental pressures such as stratified payment capacity, consumer trust deficit and intensified competition from multiple market players, the sector still faces systematic barriers such as unclear value positioning, imperfect membership operation mechanism and incomplete profitability model. On the basis of an in-depth diagnosis, this paper further proposes a phased and hierarchical optimization framework, covering a demand-driven innovation strategy, service product portfolio design and scenario upgrading, as well as membership marketing and organizational guarantee mechanisms, providing operable references for the high-quality development of community eldercare institutions and effectively supplementing the empirical research system of localized service marketing in the silver economy field.