Abstract
Aging and elderly care has already become a major issue in China. Along with the implementation of the nationwide introduction of the long-term care insurance system by 2025, the Chinese government is advocating the construction of a long-term care service system that is based on home care, supported by communities, and supplemented by facility care. The policy to base care at home shares the philosophy of Japan's community-based care services that “the elderly should receive care services in the area where they are accustomed to living as much as possible.”
The purpose of this research is to obtain strategic suggestions regarding the direction of marketing of nursing care services for the elderly. We analyzed the ratio of the three types of home care, community care and facility care, and the influencing factors of long-term care method selection. As a result, it became clear that the ratio of home care is more than 90%, which is the target for Shanghai and Beijing, and is the largest in terms of consumer scale. In addition, cross analysis revealed that age, and income were statistically significant influencing factors in the choice of nursing care method. Elderly people who are older and have higher incomes tend to use home care services, while older people who are younger and have lower incomes are more likely to use facility care services. Marketing directions corresponding to the characteristics of each group were presented.
https://ror.org/00xy44n04 
