短视频时代下养老机构品牌建设的路径探索——以A机构为例
Exploration on the Path of Brand Construction of Elderly Care Institutions in the Era of Short Video—Taking Institution A as an Example

随着中国人口老龄化趋势的加剧，养老服务行业面临着竞争加剧的市场挑战，也迎来了巨大的发展机遇，如何在激烈的市场竞争中脱颖而出成为了一项关键课题。短视频时代的到来极大地改变了人们获取信息的方式与媒介，也为企业品牌建设提供了全新路径。短视频平台能否赋能养老机构品牌建设，进而推动其长远发展？本研究以A养老机构为案例，运用扎根理论方法深入探讨了短视频时代下养老机构利用新媒体平台进行品牌建设的新路径，运用逐级编码与范畴提取展示了短视频平台如何有效提升机构知名度、建立顾客信任、吸引优秀人才、优化服务体验，不仅为养老机构提供了利用短视频平台进行品牌建设的实践指导，也为相关领域的学术研究提供了新的视角和方法论贡献。
With the intensification of China’s aging population trend, the elderly care service industry is facing intensified market challenges and huge development opportunities. How to stand out in the fierce market competition has become a key issue. The advent of the short video era has greatly changed the way and media for people to obtain information, and also provided a new path for enterprise brand building. Can the short video platform empower the brand building of elderly care institutions and promote their long-term development? Taking A pension institution as a case, this study uses the rooted theory method to deeply explore the new path of the pension institution using the new media platform to build its brand in the era of short video, and uses step- by-step coding and category extraction to demonstrate how the short video platform can effectively enhance the institution’s visibility, build customer trust, attract outstanding talents and optimize service experience to provide practical guidance and method exploration for brand building by short video platform for elderly care institutions.