Life-Cycle Spatial Strategy for Multidimensional Health-Oriented Medical Care Community—From the Perspective of Sustainable Marketing

ABSTRACT

The aging population and the increasing number of sub-healthy people in all age groups in China have brought huge opportunities for related industries. From the perspective of marketing and consumer psychology, there is a great demand for health care properties, especially those that provide long-term medical care. Against this situation, almost all the leading real estate companies have entered this field and tried to occupy more market shares through different products and brand marketing sustainably. In this context, it is urgent to explore a comprehensive community model combining medical and nursing care that covers all stages of life, so as to promote the health of diverse populations. In China, existing research on the growth of medical care communities for sustainable needs started relatively late, and insufficient attention has been paid to the supply–demand linkage among psychological demand, health behavior, spatial bearing, and service supply. Taking Wuzhishan city for example, we deduce the Medical-Care Maslow’s Hierarchy of Needs System according to classical theories. Based on motivation theory and marketing strategy, a theoretical model of Health demand-behavior-facilities and Spatial Interaction (HBSI) mediated by healthy behavior is constructed. Then, expert group decision making processes and the Fuzzy Delphi Method (DFM) were used to screen 67 spatial impact factors of 14 categories in five dimensions, including life safety, physical health, mental health, social adaptation and resilience recovery, which fit users’ multi-dimensional health needs. Finally, to provide a spatial strategy reference for the construction of sustainable and adaptive medical caring communities, spatial planning strategies and guidelines are offered based on correlation analysis, so as to fit the changeable market pattern, meet the psychological expectations and life-cycle caring needs of consumers.