Exploration of Market Potential and Optimization of E-Commerce Marketing Strategies for the Silver-Haired Sports Digital Platform—Based on the Analysis of Users’ Demands for Family-Based Elderly Care Services
Year: 2025
Type: article
Abstract: 在人口老龄化加速的大背景下，传统家庭养老模式面临严峻挑战，银发体育数字化平台作为银发经济的新兴分支，展现出巨大的市场潜力。本研究聚焦银发体育数字化平台，以南京江北新区泰山街道沧波门社区多子女家庭的老年人及其子女为研究对象，通过半结构式访谈获取48份有效样本，运用扎根理论深入分析发现，家庭养老用户对平台存在功能、情感和平台需求，基于此，提出健康关怀、情感弥补和平台建构的电商营销策略优化方案，旨在提升平台服务质量与市场竞争力，满足老年人需求，实现经济效益与社会效益双赢，为银发体育数字化平台的发展提供理论依据和实践指导。Against the backdrop of accelerating population aging, the traditional family-based elderly care model is facing severe challenges. As an emerging branch of the silver economy, the digital platform for elderly sports shows great market potential. This study focuses on the digital platform for elderly sports, taking the elderly and their children of multi-child families in Cangbowen Community, Taishan Street, Jiangbei New District, Nanjing as the research subjects. Through semi-structured interviews, 48 valid samples were obtained. Using grounded theory, an in-depth analysis was conducted to reveal that elderly care users of the platform have demands for functions, emotions, and platform. Based on this, an optimization plan for e-commerce marketing strategies was proposed, aiming to enhance the service quality and market competitiveness of the platform, meet the needs of the elderly, achieve a win-win situation of economic and social benefits, and provide theoretical basis and practical guidance for the development of the digital platform for elderly sports.
Source: E-Commerce Letters
Author: 萱 王
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411252842