随着我国老龄人口的不断增加，养老产业已逐渐变成我国最具发展前景、也最受各界期待的“朝阳产业”。养老“蓝海”催生大批养老企业，而又由于众多养老企业对品牌建设不够重视，在品牌传播策略制定及执行中缺乏系统思考研究，因此各大养老企业面临品牌同质化竞争、品牌传播低效等问题。养老企业若想在众多企业中脱颖而出，最关键的就在于打造可以占据市场主导地位的强大品牌，而品牌传播工作是其中的重要一环。

“楠山有约”是A集团创立的专注于社区嵌入式养老服务的品牌。“楠山有约”作为创立仅3年的品牌，受到了养老市场竞争加剧的冲击，品牌影响力受到削弱，产品销售量增长乏力。如何增强“楠山有约”的品牌传播，使“楠山有约”品牌成功占据用户心智，扩增市场份额，是A集团亟待研究的课题；同时，这对我国同类养老企业的品牌传播工作的开展也具有一定的借鉴意义。

本研究主要采用文献分析法、访谈法以及问卷调查法。首先通过查阅文献对品牌传播的有关概念以及本次研究使用的核心理论进行梳理与界定。其次，通过对公司内部资料的查阅与以及对公司总部、区域分公司以及一线机构店长的深度访谈，掌握了解“楠山有约”品牌基本情况以及品牌传播策略的制定与执行情况；结合勒韦兹-斯坦纳模式制定调查问卷，通过对老年消费群体开展线上与线下相结合的问卷调查工作，了解掌握品牌传播工作的实际成效。在掌握品牌传播有关实际情况的基础上，基于拉斯韦尔5W传播模式，对“楠山有约”养老品牌的传播主体、传播内容、传播目标用户、传播渠道以及传播效果逐一进行研究分析，发现该品牌在传播过程中存在多元传播主体作用发挥不充分、品牌传播内容缺少用户针对性、线上传播渠道开发不均衡等问题，并提出了要针对传播目标发挥多元主体优势、针对细分传播接收者打造差异化传播内容、针对多元渠道打造企业级融媒体等建议。

As China's aging population continues to increase, the senior care industry has gradually become the most promising and highly anticipated "sunrise industry" in China. The "blue ocean" of elderly care has given rise to a large number of elderly care enterprises, but because many elderly care enterprises do not pay enough attention to brand building, lack of systematic thinking and research in the development and implementation of brand communication strategies, so the major elderly care enterprises face brand homogenization competition, brand communication inefficiency and other problems. If senior living companies want to stand out from the crowd, the key is to build a strong brand that can dominate the market, and brand communication is an important part of this.

"Nanshan Youjiao" is a brand created by Group A, which focuses on community-based elderly care services. "As a brand that has only been in existence for three years, it has been impacted by the increased competition in the senior living market, which has affected the brand's influence and resulted in a lack of growth in product sales. How to enhance the brand communication of "Nanshan Youyao", so that the "Nanshan Youyao" brand can successfully occupy the minds of users and increase its market share is an urgent issue for Group A. At the same time, it also has certain significance for the development of the brand communication of similar enterprises in China. It also has certain significance for the development of the brand communication of similar enterprises in China.

This study mainly adopts literature analysis, interview method and questionnaire survey method. Firstly, a literature review was conducted to explain the concept of brand communication and the core theories used in this study. Secondly, through a review of the company's internal information and in-depth interviews with the company's head office, regional branches and frontline shop managers, we were able to understand the basic situation of the brand "Nanshan has a date" and the development and implementation of the brand communication strategy; combined with the Leveritz-Steiner model to develop a questionnaire, through a combination of online and offline questionnaire survey of elderly consumer groups. The questionnaire was developed in conjunction with the Leveritz-Steiner model, and a combination of online and offline surveys was conducted among older consumers to understand the actual effectiveness of the brand communication work. On the basis of the actual situation of brand communication, based on Lasswell's 5W communication model, the communication subject, content, target, channel and effect of the "Nanshan has a date" senior citizen brand were studied and analyzed one by one, and it was found that the role of multiple communication subjects in the communication process was not sufficient, the brand It was found that the brand's communication process had problems such as the inadequate role of multiple communication subjects, the lack of user-targeted communication content and the uneven development of online communication channels, and suggestions were made to bring the advantages of multiple subjects to bear on the communication objectives, create differentiated communication content for the segmented communication recipients, and build enterprise-level integrated media for multiple channels.