标签： 爱上海 女生自荐区

The Lantern Festival has passed, and I believe everyone has had a memorable Spring Festival. Now the national enterprises are gradually returning to work, and all walks of life are more or less affected by the epidemic.

How to do a good job in products, improve performance and make up for losses has become the core proposition of all business owners, product, operation and marketing lovebirds. At this time, making, doing well and marketing an explosive product may become a sharp weapon to turn the situation around.

Mr. Kaohsiung Yong, who has more than 20 years’ experience as a product manager across the Internet and traditional industries, shared in detail the whole process and key points of making explosives in his new work "I Make Explosives in Xiaomi". Today, the editor shared the "explosive marketing" part, in order to entertain readers, expecting everyone to make and do a good job of explosive products.

1. The core of explosive marketing is transformation, and marketing that does not aim at transformation is a waste of money.

2. The core of product marketing is to re-match products with users, that is, to redefine products according to user logic.

3. The way to improve the activation rate is to let users experience the "explosion point" faster. The earlier the explosion point, the faster the transformation!

4. For every 5% increase in user retention rate, enterprise profits can be increased by 25% ~ 95%, and retaining users is an important means for enterprises to obtain profits.

No matter how good the product is, in this era, it is impossible without marketing. Objectively speaking, marketing is also an ability, and it is a very important ability. On the premise of sufficient product strength, marketing is the catalyst of explosive products, which can promote the explosion of explosive products in a short time.

Customer is king! The core of explosive marketing is users.

The explosive marketing we are going to discuss today needs to be user-centered, redefine your products according to the user group, and use the way users are used to doing traffic and transformation. The traditional mode of "the channel is king" has been gradually fading away, and various C to C (factory direct selling) and C to M modes that have emerged recently have shown that whoever owns the user, the closer he is to the user, the greater the chance.

How to stick to users without wasting money? Four strategies of product explosion marketing

Explosives marketing is more based on product level. This kind of marketing is more based on product transformation, and only the marketing that sells products is truly valuable marketing. We often say that all marketing that does not aim at transformation is a waste of money.

Since the purpose of marketing is to sell products, we will adopt the logic of e-commerce to see what kind of marketing means we need at different stages. The formula of e-commerce is:

E-commerce = flow × conversion rate × customer unit price × repurchase rate

We will launch our explosive marketing strategy from these four aspects.

Traffic marketing, in a nutshell, is to acquire users, and we call it acquiring customers. Here I will interpret how to get traffic based on the logic of explosives. Let’s look at how to do traffic marketing from three dimensions.

Products are the source and the basis of all marketing. Focusing on product marketing, we should re-match products with users and find the "explosion point" of products. The most attractive thing about your product is its core competitiveness. As long as you dig out this explosion point, your product will have a soul.

Let’s look at a classic case of finding the explosion point from the user’s point of view. In 2018, the phrase "melon seeds used cars are sold directly to the net, and there is no middleman to make the difference" is popular in major media. Why is this slogan so popular? A simple reason is to find the user explosion point-"no middleman makes the difference."

Users have always hated middlemen, and melon seeds used cars seized this explosion point and pushed their direct selling service to the market. Users were of course guided to melon seeds online. In fact, let’s seriously think about it: isn’t the melon seed used car itself a middleman? However, this is no longer important to users, who believe that Guazi.com is more honest.

When a product has an explosion point, it is easy to impress users and detonate the market. On the contrary, there is nothing wrong with some products, but it is easy to misunderstand that there is something wrong with the products if the people are positioned wrong.

In today’s era of information explosion, whoever can catch the user’s attention within 8 seconds and quickly establish the user’s knowledge of the product will have a chance to win the market. Today’s advertising language pays more attention to six words: simple, rude and effective. The core of advertising language is to convey information, which should be printed directly in the user’s heart like a seal. This kind of advertising language has two skills: grasping the product characteristics and matching the user’s concerns, and directly completing cognitive implantation; Find accurate user groups, and directly and accurately locate products and people.

Social marketing, also called social marketing, is simply marketing based on social relationships. With the rapid development of mobile Internet, there are 3 billion Internet users worldwide, among which 2.5 billion are expected to be social media users.

Social media has several distinct characteristics: more accurate target group, higher conversion rate and lower marketing cost. In the network era, consumers’ purchase of products is not only the end of one transaction, but also the beginning of another transaction, or the beginning of word-of-mouth communication. It is this word-of-mouth cycle that has made great changes in social marketing. Dentsu summarized the whole consumer behavior as AISAS model.

This model is a complete online consumer behavior model. For enterprises, we need to set corresponding marketing strategies in every link of AISAS model in order to establish a complete cycle of social marketing. Specifically, today’s social media are very rich. Wechat, Weibo, Toutiao, Tik Tok, Aauto Quicker, Zhihu, Post Bar, webcast and many vertical websites are actually social marketing platforms.

Different platforms have different attributes, so we need to choose different platforms according to different products and different marketing objectives. If you want to make a cosmetic, and hope to compete with major brands for ingredients or technological content, then Little Red Books and beautiful legends are more suitable for you. And if you want to bring goods through online celebrity, maybe Tik Tok is the best place for you.

Today, all kinds of live broadcasts in online celebrity and Tik Tok have risen rapidly, and major stars have followed suit and moved to major live broadcast platforms. At that time, online celebrity’s goods became a hot spot. Behind these goods brought by online celebrity is actually the rise of content marketing.

In 2018, the number of online celebrity with more than 1 million fans increased by 23%, and the number of online celebrity with more than 100,000 fans increased by 51%. The total population of online celebrity has exceeded one million. A huge number of online celebrity and fans have created a new economic form. The live broadcast market alone reached 45.3 billion yuan in 2017, and the market scale is expected to reach 112 billion yuan by 2020. This will be a huge market.

In online celebrity’s economy, content marketing has a high "idolize characteristic", so online celebrity people who broadcast live don’t have to tweet about the products they want to sell. They show the scene effect, such as lipstick on the mouth, jewelry on the hand and cosmetics used in the dressing room, which can all become hot commodities. Stars with the same paragraph, online celebrity with the same hot network.

Although online celebrity’s products are very popular, we should not deify online celebrity’s products. First of all, we should let our products have their own characteristics. Online celebrity products have several characteristics: eye-catching appearance, high recognition, novel functions, which are in line with the personality of young people.

In online celebrity products, scene marketing and drama marketing are especially sought after by users, and many online celebrity will associate products with daily life, such as travel and food. Directly implanting products into life situations, so that users unconsciously like these products, thus stimulating consumption, the effect is often much better than the original oral broadcast.

In addition to online celebrity, IP (intellectual property) is still a big trafficker. Especially those Marvel Comics series and Disney series, which are deeply rooted in people’s hearts, have been increasingly combined with various products and achieved good results. In this respect, Wufangzhai, once a time-honored brand, has done a very good job. Its Disney series of zongzi and Marvel Comics series of zongzi are deeply loved by children, and these two kinds of zongzi have naturally become explosive products in the zongzi industry.

In addition to this IP implantation, there is also a marketing method that is cross-border cooperation. In this regard, the cooperation between Rui ‘ao cocktail and Liushen is classic. In a Tmall national tide, Ruiao launched a toilet water-flavored cocktail, which aroused the curiosity of many young people: What would it taste like to put the cocktail in a toilet water bottle? As a result, Tmall sold 17,000 bottles of this cocktail in one minute, which was a big hit.

After we attract users, we need to activate them, that is, let users buy or use our products. Generally, we call the proportion of users who buy or use our products to the total users as the conversion rate. Conversion is a very important part of the whole user transaction process. E-commerce often mentions the conversion rate. A well-done e-commerce can achieve 5%, and a poorly done e-commerce can only achieve a few thousandths. Without conversion, no amount of traffic is meaningful.

So how can we improve the conversion rate? One of the most effective ways is to let users experience the "explosion point" quickly. Once users experience the "explosion point", it is easy to place an order and complete the conversion. In addition to allowing users to experience the explosion point faster, we also need to determine the activation path and establish a funnel report. In other words, we need to monitor the whole process of activating users to see at which stage more users are lost.

From the point of view of App, general registration is the most lost part of users. Lowering the registration threshold of users and increasing registration incentives are the most important means to improve the activation rate.

The following is a funnel model of App activation: from the graph, it can be clearly seen that registration is the most user-losing link.

How important is the user retention rate? A survey report shows that for every 5% increase in user retention rate, the profit can be increased by 25%-95%. Simply put, a large part of corporate profits come from old users.

Word-of-mouth marketing and virus marketing need to be used together. We often find that many old users like our products and they also like to recommend our products to others. However, this heat will only last for a while. So, how to continue this heat? The simplest way is viral marketing.

In fact, the process of virus marketing is relatively simple, that is, it keeps creating surprises and giving users extra stimulation, so that both seed users and fission users have a sense of participation and gain at the same time. A simple fission process is shown in the following figure:

In this process, two things are very important: first, the fission copy should be interesting, and the fission "interests" should be clearly stated, so that users are willing to participate with interests; The second is to issue a prize link after the task is completed. This prize should be given not only to the seed users, but also to the fission users. In this way, it is easy to form a fission open loop, and other users can continue to fission. In addition to viral fission, there is another way to retain users, that is, to continuously provide users with products or services that satisfy them.

Repurchase means that users buy a commodity and then buy the commodity or the brand’s commodity again. Repurchase rate is a very important indicator, which reflects users’ loyalty to a certain brand. Users have no obligation to be loyal to a brand. Only by providing better service and greater brand influence will users repeat purchases.

Another way to increase the repurchase rate is to continuously improve the brand’s influence. Users buy products, in addition to practical products, there is another reason is to identify with the brand. An important indicator of consumption upgrading is brand awareness. Many people choose brands first, and then products.

Therefore, how to strengthen product brand becomes more important. Strengthening the brand is not necessarily advertising. The best way to strengthen the brand is to constantly toss your products. With the rise of new media, let your products appear in places where users gather and brush more sense of existence. In addition, it is also a good way to enhance the brand by encouraging users to take more photos, increase their circle of friends and make more user comments.

It is difficult to succeed without explosives.Entering the Internet 2.0 era, do you find that the era of traffic bonus has become a thing of the past, with more and more netizens’ time and lower conversion rate? The cost of obtaining customers is getting higher and higher, but the unit price of customers is getting lower and lower; More and more investment in operation, but the repurchase rate is getting worse …

Many enterprises are faced with such difficulties: low product sales and a large inventory backlog; The phenomenon of market homogenization is serious, and a single product is not profitable and has no popularity; Traditional sales channels can’t move, and emerging Internet marketing games don’t know anything …

Under the fierce impact of the mobile Internet, how can traditional enterprises transform and upgrade, how can they break through the dark encirclement of traffic and avoid the fate of being shot dead on the beach by the back waves?

There is only one way-stick to the explosive strategy!

Today’s article is excerpted from the book "I make explosive products in Xiaomi: products that make users feel smart are good products".The author tells everyone with personal practice that explosives have patterns and can be copied. The author made a systematic review of his own experience in research and development and promotion of explosives in Xiaomi, helping enterprises to tailor explosives with their own topics, their own traffic and huge sales, helping enterprises to cultivate explosives genes, and enabling enterprises to have the ability to continuously build explosives and calmly cope with new challenges!

Kaohsiung Yong

The witness and practitioner of Xiaomi explosive products has more than 20 years of practical experience in product development. This paper puts forward the design of "smart key" of explosive products, and applies it to the startup advertisement of smart TV and the TV remote controller without numeric keys. Former vice president of Xiaomi TV and former senior staff officer of Xiaomi Group Staff.

He used to be an executive of Zhongxing Microelectronics, Shanda Network, Hisense and other companies.

Jing Zheng Fa [2016] No.59

District People’s governments, municipal government commissions, offices and bureaus, and municipal institutions:

　　The "Beijing 13th Five-Year Plan" is hereby issued to you, please implement it carefully.

the people’s government of beijing city

December 13th, 2016

Beijing’s development plan for the cause of aging during the 13th Five-Year Plan period.

catalogue

　　preface

　　The first part of the planning background

　　First, the development status quo

　　Second, facing the situation

　　(A) population aging situation

　　(2) The challenge of population aging

　　(C) Opportunities for the development of the cause of aging

　　The second part is the guiding ideology, basic principles and development goals

　　I. Guiding ideology

　　Second, the basic principles

　　III. Development Goals

　　The third part of the main tasks

　　First, improve the old-age security service system

　　(A) improve the social old-age security system

　　1. Improve the level of old-age security for the elderly

　　2. Increase social assistance for the elderly.

　　3. Improve the welfare and preferential treatment system for the elderly.

　　(B) improve the social pension service system

　　1. Vigorously develop home care services.

　　2. Strengthen the construction of community pension service facilities.

　　3. Improve the capacity of institutional pension services.

　　4. Create a livable environment for the elderly

　　5. Enhance the ability of family old-age security.

　　6. Improve the social participation of the elderly.

　　7. Enrich the spiritual and cultural life of the elderly

　　(C) to build a social management system for the elderly

　　1. Improve the system and mechanism of aging work.

　　2. Build a social network to safeguard the rights and interests of the elderly.

　　3. Intensify social propaganda.

　　(D) Improve the aging policy system.

　　1. Carry out strategic research on coping with population aging.

　　2. Pay attention to the policy convergence between pension and related fields.

　　3. Promote the standardization of aged care services.

　　Second, the implementation of home-based care for the elderly in happiness project

　　(A) to create a "gold card" for the elderly and the disabled.

　　(2) Improve the service system for helping the elderly to eat.

　　(3) Improve the radiation capacity of the old-age care center

　　(four) to do the community pension service station.

　　(E) Improve the level of rural old-age services.

　　(6) Caring for the physical and mental health of the elderly

　　(seven) to carry out the transformation of aging facilities in communities and families.

　　(eight) to carry out the work of disability and home care for the elderly with financial difficulties.

　　(9) Explore the establishment of a long-term care insurance system.

　　(ten) the implementation of care for the elderly "five one" project.

　　Third, promote the key work of the cause of aging

　　(A) to further promote the "combination of medical care"

　　1. The formation of medical services to support the community and home care pattern.

　　2. Improve the medical service capacity of old-age care institutions.

　　3. Improve the nursing service system for the elderly

　　(B) innovative development of "internet plus" pension services.

　　1. Establish an information management platform for aged care services.

　　2. Develop intelligent community for the aged.

　　3. Promote the development of smart pension industry.

　　(3) Strengthen the construction of the old-age service team.

　　1. Carry out professional education for aged care services.

　　2. Strengthen the professional construction of employees in aged care services.

　　3. Basically form a home-based nursing training system.

　　(D) to promote the development of pension industry

　　1. Raise funds for the development of pension industry through multiple channels.

　　2. Encourage and guide the development of old-age enterprises.

　　3. Actively cultivate social organizations serving the aged.

　　4. Promote the coordinated development of Beijing-Tianjin-Hebei pension services.

　　Part IV Safeguard Measures

　　First, strengthen organizational leadership

　　Second, strengthen the system guarantee

　　Third, strengthen supervision and inspection

preface

　　The cause of aging is an important social cause of the party and the government. It is of great significance to carefully compile and implement the Development Plan for the Cause of Aging in Beijing during the Thirteenth Five-Year Plan period for timely, scientific and comprehensive response to the challenge of population aging and promoting the comprehensive, coordinated and sustainable economic and social development of the capital.

　　Focusing on the "four comprehensive" strategic layout, this plan focuses on the functional orientation of the capital city and the coordinated development of Beijing-Tianjin-Hebei, aiming at making the elderly in the city have more sense of gain, and puts forward the strategic objectives, main tasks and safeguard measures during the "Thirteenth Five-Year Plan" period, which is the blueprint and action plan for the cause of aging in the capital.

　　This plan is based on the Law of the People’s Republic of China on the Protection of the Rights and Interests of the Elderly, the Regulations of Beijing Municipality on Home Care for the Aged, the Outline of the Thirteenth Five-Year Plan for Beijing’s National Economic and Social Development, and other laws, regulations and policies related to Beijing’s aging work.

　　The planning period is from 2016 to 2020.

The first part of the planning background

　　First, the development status quo

　　During the "Twelfth Five-Year Plan" period, Beijing adhered to the policy of "Party and government leading, social participation and universal care", based on the functional orientation of the capital and the development trend of population aging, deepened reform and innovation, strengthened policy support, improved institutional mechanisms, and consolidated the grassroots foundation, and the level of old-age services and security was significantly improved.

　　-The top-level system design is more scientific. Focusing on the overall layout of the "9064" pension work, we timely adjusted the strategic focus of the cause of the elderly, increased the support of policies and regulations, promulgated the first local regulation on home-based care in China, the Regulations on Home-based Care Services in Beijing, and issued the Opinions of the Beijing Municipal People’s Government on Accelerating the Development of the Care Service Industry (No.32 [2013] of Beijing Municipality), and formulated and implemented the construction of care centers for the elderly, meal support services for the elderly, the combination of medical care and nursing, and the construction of care teams for the elderly. Make up for the shortcomings of home-based aged care services, cultivate and develop the aged care service industry, and initially form a pattern of aged care services based on home, supported by communities and supplemented by institutions.

　　-The level of welfare protection has been significantly improved. According to the level of economic development in the capital, the standard of old-age security has been raised year by year. The average pension for enterprise retirees, the basic pension for urban and rural residents and the welfare pension for urban and rural residents have increased by more than 10% annually. The systems of medical security for the elderly, social assistance, old-age allowance, family planning incentive subsidy and preferential treatment for the elderly have been improved day by day. On the basis of focusing on protecting the elderly with special difficulties, it has gradually benefited all the elderly and allowed them to share the fruits of economic and social development.

　　-The demand for aged care services is effectively met. We will fully implement the "nine-support" policy for home-based care for the disabled, establish a subsidy system for home-based care for the disabled, and develop community dining tables and nurseries for the elderly. Construction of 154 street (township) old-age care centers to radiate community home-based old-age care services. We will improve the implementation of preferential policies such as subsidies for bed construction and operation, tax reduction and exemption, support social forces to establish pension institutions, implement socialized reform of public pension institutions, and greatly improve the efficiency of institutional pension services. A number of professional social organizations, such as the Municipal Association for the Aged, the Association for the Aged and the Association for Community Service, were established to guide enterprises, institutions and social organizations to participate in the aged care service, and the enthusiasm of social forces to invest in the aged care industry was high. Actively develop the cultural, sports and educational undertakings of the elderly, and extensively carry out spiritual care public welfare services, so that the spiritual and cultural life of the elderly is more abundant. During the "Twelfth Five-Year Plan" period, the number of old-age beds in the city increased from 70,000 to 120,000, 70% of old-age care institutions realized socialized operation, and 15,000 old-age care service units were developed to effectively meet the diversified service needs of the elderly.

　　-the foundation for career development is more solid. Improve the working system of the Municipal Committee on Aging, and strengthen the organization, leadership and overall coordination of the city’s pension work. The municipal government has set up a special fund for the aged care service, which has invested more than 5 billion yuan to support the development of the aged care service industry in the past five years. We issued the Special Plan for Beijing’s Pension Service Facilities and the Implementation Opinions on the Allocation Index of Beijing’s Residential Public Service Facilities, and scientifically arranged and standardized the pension service facilities. Set up an information platform for the aged care service, promote the replacement of vouchers for the aged and the disabled into "Beijing Tong-Card for the Aged and the Disabled", fully grasp the demand and consumption information of the elderly, and provide support for scientific decision-making and service improvement. Vigorously carry forward the fine tradition of respecting the elderly and naming 45,000 "filial stars" in the name of the municipal government, the awareness of aging in the whole society has been significantly enhanced, the social atmosphere of loving and helping the elderly has become increasingly strong, and the rights and interests of the elderly have been effectively guaranteed.

　　Second, facing the situation

　　The "Thirteenth Five-Year Plan" period is the decisive stage for China to build a well-off society in an all-round way. The party, the government and all walks of life attach great importance to the problem of population aging, and the development of the cause of aging is facing rare opportunities and major challenges.

　　(A) population aging situation

　　The city is in the stage of moderate aging, and the aging population reflects the following outstanding characteristics: First, it is large in scale. By the end of 2015, the registered elderly population aged 60 and above in the city was about 3.133 million, accounting for 23.4% of the total registered population, and the aging degree of the registered population ranked second in the country; The resident elderly population in the city is 3.405 million, accounting for 15.7% of the total resident population. Second, the growth rate is fast. On average, the city has a net increase of more than 500 elderly people aged 60 and over every day, and a net increase of more than 120 elderly people aged 80 and over. It is estimated that by 2020, the registered elderly population in the city will exceed 3.8 million and the permanent elderly population will exceed 4 million. The third is imbalance. The registered elderly population in the six districts of the city accounts for 2/3 of the registered elderly population in the city, and the aging degree (24.7%) is higher than that in the suburbs (21.1%).

　　(2) The challenge of population aging

　　Population aging has a far-reaching impact on economic development, social security, social services and other aspects. First, the proportion of the working-age population has declined, affecting the effective supply of labor. The old-age dependency ratio of permanent residents has continued to rise, from 15.9% in 2010 to 21.1% in 2015, which has increased the burden on the working-age population. Second, the supporting capacity of social security funds is facing a severe test due to the narrowing of the collection space for social insurance expansion, the increase of people enjoying treatment, the rigid growth of treatment and the aging population. Third, the family size is miniaturized, and the elderly with special difficulties such as old age, disability, dementia and loss of independence are increasing year by year, which brings great pressure to the family and society.

　　(C) Opportunities for the development of the cause of aging

　　The party and the government attach great importance to the development of the cause of aging, and propose to deal with the aging of the population in a timely, scientific and comprehensive manner, and the cause of aging will usher in an important period of development opportunities. First, Beijing, as the capital, has more obvious development advantages, broader prospects and great potential for transformation, upgrading and development, which provides more powerful support for the development of the cause of aging. Second, during the "Thirteenth Five-Year Plan" period, the city is still in the stage of moderate aging, with relatively sufficient labor supply and relatively light social burden, which provides a valuable buffer period for the aging work. Third, with the gradual improvement of the social security system, the income level of the elderly has steadily increased, and the consumption power has been increasing. The aged care service industry is becoming a new growth point to stimulate domestic demand, expand employment, promote economic transformation and upgrading, and promote the development of the capital service industry.

The second part is the guiding ideology, basic principles and development goals

　　I. Guiding ideology

　　Thoroughly implement the spirit of the important speeches of the Supreme Leader General Secretary and the important instructions to Beijing, implement the development concept of "innovation, coordination, green, openness and sharing" in accordance with the overall layout of "five in one" and the strategic layout of "four comprehensive", closely focus on timely, scientific and comprehensive response to the requirements of population aging, adapt to the new situation and changes of population aging development in this city, adjust the system and innovation mechanism, and strengthen overall planning and integration. We will improve major policies and systems for the aged, increase the basic old-age security, implement happiness project for the aged at home, fully liberalize the old-age service market, and build an old-age service and security system with the characteristics of the capital, so as to enhance the well-being of the elderly and give them more sense of gain.

　　Second, the basic principles

　　-adhere to the government-led, social subject. The government undertakes the functions of formulating policy standards, building infrastructure, providing land and financial support, and strengthening industry supervision. Fully liberalize the aged care service market, give full play to the main role of society, stimulate market vitality, mobilize the whole society to participate extensively, and form a joint force to jointly promote the development of the cause of aging.

　　-adhere to the basic protection and moderate inclusiveness. On the basis of giving priority to the elderly groups with special difficulties such as economic difficulties, advanced age, disability, dementia and loss of independence, we will promote the moderate inclusiveness and equalization of old-age security and old-age services, establish and improve the classified security and service system for the elderly, and safeguard the legitimate rights and interests of all the elderly according to law.

　　-Adhere to innovation-driven and comprehensive policies. Adhere to the direction of demand orientation, socialization and industrialization, innovate working ideas, ideas and methods, support all districts to adjust measures to local conditions, highlight key points, pilot first, improve the supply mode of aged care services, reform the management mechanism of aged care services, innovate the forms of aged care services, and take various measures to promote the innovative development of aged care.

　　-adhere to the development of thick planting and fill the shortcomings. Cultivate the development advantages of the city’s pension policy, resources and environment, solve the problems such as the combination of medical care, urban-rural equality, Beijing-Tianjin-Hebei regional coordination, institutional mechanisms, etc., focus on home-based pension, rural pension, and care for the elderly with dementia and disability, optimize the spatial layout of pension services, and fill the shortcomings of the pension service system.

　　III. Development Goals

　　By 2020, in order to meet the requirements of building a world-class harmonious and livable capital, we will strive to achieve a more advanced concept and mode of old-age care in this city, a more sound old-age security and service system, a more efficient operation of management systems and mechanisms, a significantly enhanced awareness and ability of social participation, and a pension model with the characteristics of the capital will be formed, and the people’s livelihood and quality of life will be improved by leaps and bounds.

　　-The social old-age security system has been improved. The collection rate of five social insurance funds has remained above 98%, and the basic social insurance in urban and rural areas has been fully covered. The old-age security and medical security benefits for the elderly have been improved year by year, the social welfare and social preferential treatment system for the elderly has been improved, the elderly are healthier physically and mentally, their consumption power has been gradually enhanced, and their living standards have been continuously improved.

　　-The social pension service system is rich and diverse. The service for the aged is socialized, industrialized, systematized and informationized, with richer service content and relatively sufficient service supply. With the in-depth implementation of the Regulations on Home Care for the Aged in Beijing, community care for the aged is becoming more and more mature, and home care for the aged in happiness project has begun to take shape. The service capacity of the old-age care institutions has been significantly improved, and the elderly can live in and afford it as needed. The market for aged care services has been fully liberalized, and the coordinated development of aged care services in Beijing, Tianjin and Hebei has achieved practical results. The aged care service industry has become an important part of the capital service industry.

　　-Co-construction and sharing of the social management system for the aged. The system and mechanism of aging work are smoother, and the work force is gradually strengthened. The mechanism for the government to support various market players to increase the supply of aged care services and products is more mature, and the management and supervision mechanism is more perfect. Pension service enterprises and social organizations have developed and strengthened, and the function of family pension has been enhanced.

　　-The system of policies and regulations on aging is more complete. The research on the strategy of scientifically coping with population aging in the capital has been completed, and the policies and measures for providing for the aged are more sound, and the policies for providing for the aged are connected with those in the economic, social and cultural fields in an orderly manner, and the systematic institutional arrangements have taken shape initially, and the policies and regulations for the aged are basically complete.

Main indicators of the development of the cause of aging during the 13th Five-Year Plan period

The third part of the main tasks

　　First, improve the old-age security service system

　　Adapt to the development trend of population aging, speed up the improvement of old-age security, old-age services, old-age work and old-age policy system, and comprehensively promote the development of old-age undertakings in this city.

　　(A) improve the social old-age security system

　　Establish and improve a fairer and more sustainable social security system, effectively guarantee the basic livelihood of the elderly, steadily increase their income, and improve the level of welfare and preferential treatment for the elderly.

　　1. Improve the level of old-age security for the elderly

　　Deepen the reform of the old-age security system and establish a multi-level old-age insurance system. Improve the personal account system of employee pension insurance and improve the incentive mechanism of overpayment. According to the level of social and economic development and price growth, we will improve the reasonable adjustment mechanism of basic pensions for retirees from government agencies, institutions and enterprises, moderately raise the level of basic pensions and welfare pensions for urban and rural residents, and gradually narrow the gap in treatment and security between different groups. We will implement the national policy of gradually delaying retirement age, actively explore the establishment of an old-age security system for family planning families, and vigorously develop occupational annuities, enterprise annuities, and commercial old-age insurance. We will improve the basic medical insurance and the serious illness insurance system for urban and rural residents, promote the establishment of a unified medical insurance system for urban and rural residents, and continuously improve the medical security level for the elderly.

　　2. Increase social assistance for the elderly.

　　We will improve the classified assistance system for low-income people, establish a scientific adjustment mechanism, and moderately increase the assistance coefficient for the elderly. Standardize the system of special assistance and temporary assistance for the elderly, and improve the level of assistance for the urban poor, rural five guarantees and urban and rural disabled elderly. Support the development of charity for the elderly and widely mobilize social forces to participate in social relief, social mutual assistance and voluntary service activities for the elderly.

　　3. Improve the welfare and preferential treatment system for the elderly.

　　We will improve the old age allowance, the allowance for the extremely poor elderly, the allowance for home-based care services, and the accident insurance for the elderly, and study and establish a scientific adjustment mechanism for various allowances and subsidy standards. According to the actual situation of urban and rural economic and social development, taking into account the interests of different age groups, the scope, object and standard of social preferential treatment for the elderly are determined by age and level. Give priority to the needs of elderly groups with special difficulties such as economic difficulties, advanced age, disability, dementia and loss of independence, gradually develop inclusive preferential treatment projects for all elderly people, and improve the level of social preferential treatment for the elderly. We will improve the security measures for preferential treatment services and establish mechanisms for funding guarantee, performance appraisal, administrative supervision and social supervision.

　　(B) improve the social pension service system

　　Improve the old-age service system based on home, supported by community, supplemented by institutions and combined with medical care to meet the multi-level and diversified old-age service needs of the elderly.

　　1. Vigorously develop home care services.

　　We will implement the Regulations of Beijing Municipality on Home Care Services, and establish a home care service model in which the government provides basic public services, enterprises and social organizations provide professional services, and grassroots mass organizations and volunteers provide public welfare and mutual assistance services to meet the needs of home care services for the elderly. Aiming at the urgent needs of life care, medical care and convenient services for the elderly, we will improve the "three networks and one card" home care service network and promote the integrated development of "support", "medicine" and "service". Clearly locate and co-ordinate resources, build district-level pension service guidance centers, street (township) pension care centers and community pension service stations, and build a four-level network of home-based pension services with municipal guidance, district-level co-ordination, street (township) implementation and community participation; Improve the medical and health service network, build a medical and nursing service system with large medical institutions, professional geriatric hospitals and primary health service centers (stations) as the mainstay, extend medical and nursing services to residents’ families, and realize the nearby medical treatment and nursing for the elderly; Open the market for aged care services, speed up the construction of a home-based aged care service supply system based on community service centers and "Happy Rainbow" franchise stores, with aged care service providers as the main body and "Beijing Tong-Pension Card for the Disabled" as the support, and provide convenient and preferential shopping, housekeeping and other services for the elderly.

　　2. Strengthen the construction of community pension service facilities.

　　Implement the "Allocation Index of Residential Public Service Facilities in Beijing", formulate construction standards and assessment methods, and complete the task of community pension service facilities. By 2020, the land area of community care facilities (including community pension service stations, etc.) will be 130 square meters per thousand people, and the land area of elderly activity stations will be 25 square meters per thousand people. The construction of streets (towns) and community pension service facilities will basically meet the standard requirements. By purchasing, replacing, leasing and recovering idle assets, we will speed up the solution to the problem of insufficient allocation of old-age service facilities. Provide public pension service facilities for professional pension enterprises and social organizations free of charge or at a low profit. Guide municipal state-owned enterprises to build public service outlets for public welfare communities, and facilities such as factories, school buildings and training centers for government agencies, enterprises and institutions to give priority to old-age services. Carry out a comprehensive evaluation of the management and operation of existing pension service institutions and service facilities, formulate supporting measures, invest guiding funds, support socialized, specialized and chain-like operations, and improve management level and service capacity.

　　3. Improve the capacity of institutional pension services.

　　Reasonably plan the construction of old-age care institutions. According to the idea of "increasing the stock and ensuring the increment", we will expand the total supply of institutional pension services through new construction, tapping the potential of the current situation and using other facilities. By 2020, the number of beds per 1,000 registered senior citizens’ old-age care institutions will remain at 40, and the number of nursing beds serving disabled senior citizens will exceed 70% of the total beds, and the utilization rate of beds in the city’s old-age care institutions will not be less than 80%. Adapt to the requirements of non-capital function relief and coordinated development of Beijing-Tianjin-Hebei, optimize the resource allocation of old-age care institutions, determine the facilities planning objectives and development strategies by region, and alleviate the structural contradictions in regional distribution, public and private, caring and nursing care institutions. We will carry out a pilot project to purchase old-age care services across regions, and realize that "the old-age support policy will follow the registered elderly". Incorporate all kinds of land for the construction of old-age service facilities into the overall urban land use planning and annual land use plan, rationally arrange land demand, and adjust idle public welfare land to old-age service land. Make overall plans for the construction of medical institutions in old-age care institutions, encourage old-age care institutions to set up medical institutions, or adopt agreement and cooperation to improve the medical service level of old-age care institutions. By 2020, we will strive to achieve full coverage of medical services in all pension institutions.

　　Deepen the reform of public pension institutions. Implement the Notice of the General Office of Beijing Municipal People’s Government on Printing and Distributing the Opinions on Deepening the Reform of the Management System of Public Pension Institutions (Beijing Zhengban Fa [2015] No.8), strengthen the guarantee function of public pension institutions, and enhance the radiation and leading role of home community pension services. Start street (township) public pension institutions facilities renovation and function upgrading project. Cultivate a number of public pension institutions with brand management and strong driving force, and play their roles of demonstration, function test, professional training and brand promotion. By 2020, a management service system of public pension institutions with clear functions, efficient operation, clear rights and responsibilities and strong supervision will be established.

　　Implement the support policy for social pension institutions. Support the development of social pension institutions by adopting joint-stock system, joint-stock cooperative system and cooperation between government and social capital. Support the central units in Beijing and the municipal organs, enterprises and institutions to transform their resorts, training centers, guest houses, sanatoriums, etc. into pension institutions, which are open to the society in addition to taking care of the retirees in this system. Through policy support such as planning adjustment and financial subsidies, private capital is encouraged to integrate and transform enterprise factories, commercial facilities and other available social resources for old-age services. Adjust the funding policies for the construction and operation of old-age care institutions, and explore pilot policies such as operating subsidies for for for-profit old-age care institutions. Adjust and optimize the existing support policies for aged care services, focus on the status quo of non-profit aged care service organizations, subdivide the main types of aged care services, clarify the functional orientation, and formulate moderately differentiated support policies. Give policy support to charitable pension service organizations, and appropriately expand the support projects and contents for general non-profit pension service organizations. Implement the relevant national tax relief policies for old-age care institutions. Increase the training of investors, operation teams and managers of social pension institutions, and improve the operational and service capabilities of pension institutions. We will introduce support and reward policies for branded and chained pension institutions, increase support for pension institutions with professional team operation and outstanding social benefits, promote the development of branded and chained pension institutions, encourage cross-regional alliance and resource sharing of pension institutions, and promote the formation of a number of competitive pension institutions to achieve service technology and brand output.

　　Strengthen the operation and management of pension institutions. Promote the standardization of old-age care institutions, improve the management service standard system, deepen the star rating of service quality, and improve the service management level of old-age care institutions. Strictly implement fire safety responsibilities, standardize fire safety management standards, strengthen fire safety technical and physical prevention measures, strengthen fire safety acceptance, disaster prevention publicity, hidden danger investigation, combustible cleaning and emergency drills in pension institutions, and prevent major safety accidents. Study and formulate regulatory measures for membership-based management of pension institutions, standardize the licensing management of pension institutions, and severely crack down on illegal activities such as unlicensed operation and false advertising. Explore the structural reform of the supply side of old-age care services, carry out research on the service demand of the elderly in old-age care institutions, and comprehensively promote the reform of the construction management and service mechanism of old-age care institutions with the needs of the elderly as the center.

　　4. Create a livable environment for the elderly

　　Promote the barrier-free construction of public infrastructure. Explore the introduction of standards for housing and public buildings that are suitable for aging, plan and build public infrastructure such as living services, commercial outlets, medical and health care, culture and education, leisure and tourism that are suitable for the elderly, provide convenience for the elderly to live, travel, live and communicate, and strive to build the capital into an elderly-friendly city. We will promote the construction of barrier-free transportation facilities and service systems, and set up waiting areas for the elderly in bus stops, subway stations, railway stations, airports and other transportation hubs to ensure the priority of the elderly. Encourage social forces to design and develop aging communities in accordance with the relevant standards for housing for the elderly, build public service facilities such as hospitals and activity centers for the elderly, provide aging property services, and provide convenience for centralized pension for the elderly. In the transformation of old residential areas, the community where the elderly live in concentration will be explored on the spot to form an aging community.

　　5. Enhance the ability of family old-age security.

　　Carry forward the traditional virtues of respecting, supporting and helping the elderly. Strengthen the publicity and education of family members’ pension ethics, and urge the children of the elderly and other family members who have the obligation to support and support according to law to fulfill their obligations of providing financial support, life care and spiritual comfort to the elderly. We will improve the system of paid leave for employees, and encourage employers to give care and support such as arranging leave for the elderly, the birthdays of middle-aged and elderly employees and the need for rehabilitation services and hospice care services. Support family members to grasp the physical condition of middle-aged and elderly people in time through information network technology to meet the living needs of the elderly.

　　Support families to play a basic role in providing for the aged. Carry out caring actions for long-term caregivers of elderly families, and provide short-term rest opportunities for long-term caregivers through government purchase of services. Train family long-term caregivers in a planned way to improve their ability to care for the disabled elderly. Study and formulate a subsidy policy for the care of children of families with financial difficulties who support the elderly at home, and encourage family members to live with the elderly. In accordance with the idea of integrating resources, improving services and unifying standards, we will formulate a unified model of mortgage registration contract for housing reverse mortgage pension insurance in the city, establish a green channel for mortgage registration, and support the pilot project of reverse mortgage for housing for the elderly.

　　6. Improve the social participation of the elderly.

　　Attach importance to the development and utilization of aged talent resources. The establishment of the city’s elderly talent information database, give full play to the advantages and characteristics of retirees with working ability and employment aspirations in terms of experience, skills and majors, and guide and encourage them to participate in the employment in the field of old-age services. Organize and mobilize retired elderly people to participate in public welfare activities such as education, scientific and technological development, information service, maintaining social order and participating in community building in accordance with the principle of voluntary efforts. Advocate and support the elderly to widely carry out self-help, mutual assistance and voluntary activities, explore the use of time savings, organize and train young and healthy elderly people to provide services for the elderly, sick and disabled.

　　Support the development of community social organizations for the elderly. To carry out self-management, self-development, self-service and social service activities for community elderly social organizations, and provide support in terms of venues, funds, organization and operation, and talent team. By 2020, elderly associations with independent legal personality will be established in all districts and streets (towns); Neighborhood (village) committees set up elderly associations in accordance with the principles of pilot first, typical demonstration and gradual promotion, so as to realize the voluntary membership rate of the elderly reaching over 50%. Support the construction of social organizations such as culture, education, sports and voluntary service for the elderly. Support all districts and streets (towns and villages) to organize the construction of grass-roots professional teams and activity bases with rich content, high artistic level and development potential for the elderly, and cultivate outstanding backbone of grass-roots cultural and sports activities for the elderly.

　　7. Enrich the spiritual and cultural life of the elderly

　　Actively carry out cultural activities for the elderly. Improve the working mechanism of serving the old culture, enrich the public cultural products and services for the elderly, and provide distribution services such as book lending, cultural performances, cultural counseling and cultural training for the elderly. Build a cultural platform for the aged and provide more venues and facilities for the elderly. Carry out cultural activities such as performances, competitions, lectures and exhibitions that meet the characteristics and needs of the elderly. Cultivate brand literary teams for the elderly, support the creation of cultural works for the elderly, organize senior cultural professionals and amateurs to create programs on the theme of the elderly, and show the achievements of cultural construction for the elderly.

　　Vigorously develop education for the elderly. Straighten out the management system of the development of old-age education, incorporate old-age education into the national lifelong education system, and realize the systematic development of old-age education. Encourage each district to establish at least one university for the aged. According to the characteristics of the elderly, carry out targeted health knowledge education. Encourage the establishment of universities or schools for the elderly to provide learning opportunities for the elderly. Innovate the carrier of education for the elderly, integrate social information resources, actively develop digital distance education, and meet the learning and education needs of the elderly conveniently nearby.

　　Strengthen the physical fitness work of the elderly. Carry out national fitness activities, strengthen the construction of sports facilities for the elderly, improve the sports organization network for the elderly, and increase the preferential efforts of public stadiums and gymnasiums with financial support for the elderly fitness activities. Widely mobilize social forces to participate, promote the socialization process of sports work for the elderly, and develop and popularize fitness activities that meet the living habits and physiological and psychological characteristics of the elderly. Establish community sports associations and social sports instructors associations, give full play to the role of sports organizations for the elderly, train and develop sports instructors for the elderly, and provide scientific guidance for fitness activities for the elderly.

　　(C) to build a social management system for the elderly

　　Adhere to the combination of party Committee leadership, government leadership, social participation and national action, give full play to the role of the government, society and family, and build a new pattern of social management for the elderly with "everyone participating, everyone doing their best and everyone enjoying".

　　1. Improve the system and mechanism of aging work.

　　Strengthen the overall role of municipal agencies for the aged. We will improve the system of regular meetings, functional coordination, departmental debriefing and performance appraisal of the Municipal Committee on Ageing, give full play to its functions of researching and solving major problems in the development of the cause of ageing, supervising and inspecting the implementation of laws and regulations for the elderly, and implement the development goals and tasks of the cause of ageing to all member units to form a joint force for the development of the cause of ageing. Timely adjust the member units of the Municipal Committee on Aging and revise the duties and tasks related to the elderly. Strengthen the functions of organization, coordination, guidance and supervision of the Municipal Office for Ageing, focus on strengthening the functions of contacting member units, guiding district and grass-roots work, and social mobilization, and play its role in serving the decision-making of party committees and governments, participating in the development of the cause of ageing for all sectors of society, and serving the vast number of elderly people.

　　Standardize the establishment of district-level aging work institutions. According to the total population and tasks of the elderly in each district, integrate management resources, straighten out the affiliation and working relationship, and strengthen the funding and personnel security. Sub-district offices (township governments) should establish a normal funding guarantee mechanism and clarify the departments and personnel of aging work. Neighborhood (village) committees and community service stations shall set up full-time or part-time staff to be responsible for the aging work. Optimize the structure of the aging workforce, strengthen the professional training of the aging staff, enhance their ability to perform their duties, and improve the level of management services.

　　2. Build a social network to safeguard the rights and interests of the elderly.

　　Earnestly study, publicize and implement the Law of the People’s Republic of China on the Protection of the Rights and Interests of the Elderly, incorporate the publicity of the protection of the rights and interests of the elderly into the important content of the popularization of law among citizens, and use various media at all levels to carry out publicity and education on the legal knowledge of the protection of the rights and interests of the elderly. In-depth development of the "six advances in law" activities, encourage and support the creation of works under the rule of law around the theme of family virtues such as respecting the elderly and caring for the young, and supporting them. We will improve the network and working mechanism for safeguarding the rights of the elderly, and improve the service network for safeguarding the rights and interests of the elderly at the city, district, street (township) and community (village) levels. Provide high-quality legal services for the elderly by means of centralized legal consultation, legal service in villages, case interpretation and other forms. Commend and reward advanced models for safeguarding the rights and interests of the elderly. Strengthen law enforcement inspection, focusing on investigating cases that infringe upon the legitimate rights and interests of the elderly.

　　Strengthen legal aid for the elderly. We will implement the Regulations of Beijing Municipality on Legal Aid, simplify the procedures for the elderly to apply for legal aid, and provide legal aid to the elderly who meet the conditions of legal aid and are inconvenient to move. Give play to the role of "12348" legal service hotline, legal aid center and legal aid workstation, and provide free legal advice for the elderly. Set up legal aid contact points in qualified pension institutions. We will extensively carry out voluntary legal aid services for the elderly, and organize judges, lawyers and other professionals to provide legal services in places where the elderly are concentrated, such as community pension service stations.

　　3. Intensify social propaganda.

　　We will implement the "Outline for the Implementation of Civic Moral Construction" and carry out activities of respecting the elderly and offering condolences by using festivals and major social events such as the Spring Festival and the Double Ninth Festival. Organize and carry out a series of activities with distinctive characteristics, and create a special festival for the elderly. Do a good job in the creation of the national "civilization for respecting the elderly" and explore more organizations and units that have made outstanding contributions to respecting and helping the elderly. Innovate the naming of "filial piety" and the selection of "filial piety model", discover filial piety, spread filial piety, and create a social atmosphere of respecting, respecting, loving, helping and filial piety the elderly.

　　Strengthen the education of the national conditions and market conditions of the aging population. Give full play to the role of television, radio, newspapers, internet and other media, and increase publicity and reports on the aging situation, aging work and typical figures and deeds of serving the elderly through related programs or special columns and series of public welfare micro-movies, so as to improve the understanding of the elderly and aging problems from all walks of life and actively adapt to and cope with the old age and aging society.

　　Strengthen cooperation and exchanges in the cause of aging. Strengthen contacts with international organizations on ageing and institutions on ageing in friendly countries and regions, broaden channels for multilateral exchanges and international cooperation on ageing, and constantly raise the level of foreign exchanges. Vigorously carry out professional and systematic international training in the field of aging work, and learn from the successful experience and advanced concepts of aging work at home and abroad.

　　(D) Improve the aging policy system.

　　In view of the key, difficult and hot issues faced by the development of the cause of aging, we will actively carry out research on aging policies and do a good job in designing and arranging a forward-looking and systematic system to deal with the aging population.

　　1. Carry out strategic research on coping with population aging.

　　Based on the actual situation of this city, carry out strategic and forward-looking research, put forward the guiding ideology, strategic objectives, strategic tasks, strategic priorities and strategic measures for timely, scientific and comprehensive response to population aging, provide scientific basis for the development of the cause of aging, and strive to form a theoretical system of aging policy in line with the city’s situation. With the advantage of the capital’s intellectual resources, an expert committee of the Municipal Committee on Aging was established to provide intellectual support for the decision-making of the Party committee and government. Encourage relevant institutions of higher learning and scientific research institutes to carry out professional education in gerontology and the cause of aging, and strengthen the training of talents in the cause of aging. Increase investment in scientific research for the aged, establish a scientific research base for the aged in the capital, and improve the cooperation mechanism between departments and scientific research units for the aged. Carry out a sampling survey of the living conditions of the elderly population in urban and rural areas, systematically analyze the living conditions and service needs of the elderly, develop and apply data such as consumption, travel and ability evaluation of the elderly, and provide support for the development of the cause of the elderly. Establish a statistical system for the aged care service industry, and monitor the development of aging undertakings and industries.

　　2. Pay attention to the policy convergence between pension and related fields.

　　Strengthen the connection between old-age care and economic income, medical services, social development, culture and education, family development and other related fields. Integrate economic income policies and improve policies on income security, social relief and welfare treatment for the elderly. Integrate medical service policies and improve policies on disease prevention, treatment, rehabilitation and health care for the elderly. Integrate social development policies and improve policies to promote social participation of the elderly, such as social labor and social interaction. Integrate cultural and educational policies, and improve policies to enrich the cultural education, sports activities and spiritual life of the elderly. Integrate family policies, support children to take care of the elderly, and improve policies to encourage children and the elderly to live together or nearby. Integrate the policy of supporting the elderly and the disabled, and promote the convergence of welfare policies between the elderly and the disabled and other related groups.

　　3. Promote the standardization of aged care services.

　　Focusing on all fields and links of old-age service, we will gradually establish and improve a scientific, reasonable, hierarchical, comprehensive and fully functional standard system for old-age service that is coordinated with national standards and industry standards and conforms to the characteristics of the capital. We will improve the general foundation, service skills, service organization management, home care service, community care service, and products and supplies for the elderly. Study and formulate standards for the establishment of small and micro pension institutions and technical specifications for the evaluation of safety production grades of social welfare institutions. Encourage social organizations and industrial technology alliances with corresponding capabilities, coordinate relevant market players, and jointly formulate standards to meet the needs of the market and innovation. Encourage enterprises to formulate competitive enterprise standards higher than national standards, industry standards and local standards, establish an open and supervision system for self-declaration of enterprise products and service standards, and gradually implement the main responsibility of enterprise standardization. Encourage standardization professional institutions to compare and evaluate the standards disclosed by enterprises and strengthen social supervision. Give full play to the positive role of industry organizations and enterprises in the demand, investment, formulation and application of standards, encourage and guide them to increase investment in standardization work, and gradually form a funding guarantee mechanism with government funding and multi-party investment. Increase the publicity of the standards for aged care services, and promote the formulation and implementation of mandatory standards for the safety and security of aged care services and market supervision. Carry out pilot demonstration of standardization work, and strive to form a leading demonstration project with radiation and promotion value in two to three years, and implement the standard of aged care service in all aspects of industry management and service.

　　Second, the implementation of home-based care for the elderly in happiness project

　　Implement government responsibilities, increase policy support and capital investment, guide social forces to participate, strengthen resource integration, support families to fulfill their obligations for the aged, and jointly promote home-based care services to make the elderly at home in the community live a happier life.

　　(A) to create a "gold card" for the elderly and the disabled.

　　Vigorously promote the "Beijing Tong-Pension Card for the Disabled" project, gradually distribute it to the elderly aged 60 and above in the city, enhance the functions of social welfare, preferential services, consumption preferences, and recording consumption traces, realize intelligent analysis and accurate management of the services for the elderly, and build the "Beijing Tong-Pension Card for the Disabled" into an exclusive "gold card" for the elderly. Relying on special payment terminal equipment, timely grasp the travel, activities, consumption, types and regional distribution of old-age service providers, and provide information support for improving old-age service policies, accurately distributing and managing old-age allowances and subsidies, and enriching old-age products and services.

　　(2) Improve the service system for helping the elderly to eat.

　　Support catering enterprises, pension institutions, pension care centers, community pension service stations, professional food delivery institutions and internal canteens, and provide catering services for the elderly living in the community by setting up dining tables for the elderly and "central kitchen distribution+community distribution+centralized dining". Guide and encourage the existing market distribution enterprises that have formed a certain scale to participate in the distribution service of old-age food. Open dining tables for the elderly in villages where the elderly have needs, the village committees have the will and economic conditions permit. Provide subsidies for catering service units and grass-roots communities (villages) such as facility renovation, equipment purchase and food delivery services through government purchase services; Provide subsidies for meals and food delivery services for the elderly with financial difficulties. Carry out nutritional diet research and intervention actions for the elderly. Carry out the catering service for the aged of ethnic minorities with the habit of muslim food. By 2020, the city will establish a diversified and flexible system of helping the elderly to eat, and the problem of dining for the elderly will be alleviated.

　　(3) Improve the radiation capacity of the old-age care center

　　Take the way of cooperation between government and social capital to build street (township) care centers in areas where the elderly population is relatively concentrated, so as to realize the mutual dependence, resource sharing and coordinated development of institutions, communities and home-based care services in the region. Implement the three-year action plan for the construction of street (township) old-age care centers and build 208 old-age care centers. We will improve the one-time construction support and functional subsidy policy of the old-age care center, provide subsidies and rewards according to the development of the project through the government’s purchase of services, and strive to guide it to provide various forms of old-age services for the elderly in its jurisdiction. Strengthen the functions of the old-age care center in helping the elderly at home, caring for the elderly in the community, service delivery, skills training, service management, etc., and play its role as a comprehensive service hub platform for the elderly, radiating community and home-based care services. Encourage old-age care centers to adopt joint ventures, contracting, collaboration, etc., integrate old-age care facilities, professional service institutions and service teams in the region, and jointly form a home-based old-age care service consortium to provide radiation services for the elderly within their jurisdiction.

　　(four) to do the community pension service station.

　　To study and issue relevant opinions on strengthening the construction of community service stations for the aged, make full use of community facilities and resources, and plan and build community service stations for the aged, so that the elderly can enjoy convenient and fast service supply for the elderly nearby. Considering the regional population density, the distribution of the elderly population, service demand, service radius and other factors, the site selection and layout of community pension service stations are planned as a whole. Through integration, adjustment, new construction, purchase and lease, the government will provide service facilities free of charge to solve the housing problem of community pension service stations. We will improve policies such as one-time construction subsidies and equipment purchase subsidies, and adopt various forms such as chain operation, single operation, alliance operation and PPP operation to encourage and guide social forces to participate in the construction and operation of old-age service stations. Formulate standards for the construction of community old-age service stations, implement the "three unifications" of name, function and logo, and improve the functional classification and service connection with street (township) old-age care centers. By 2020, 1,000 community service stations for the aged will be built with the functions of day care, call service, meal assistance service, health guidance, cultural entertainment and psychological comfort.

　　(E) Improve the level of rural old-age services.

　　Strengthen the construction of facilities in rural areas, such as old-age care institutions, old-age care centers, old-age service stations, old-age activity centers, self-help or mutual-help rural happiness homes, and establish a long-term operating mechanism to provide temporary short-term care, day care, cultural entertainment, meals and baths for the surrounding elderly. Explore the establishment of post-station service, neighborhood mutual assistance, elderly assistance, association cooperation and other pension service models suitable for rural elderly. Study and introduce relevant subsidy policies to support individuals and social organizations that provide voluntary services and mutual assistance services for the elderly in rural areas. Carry out the work of providing old-age care services to rural households, encourage old-age care service operators with transportation conditions and service capabilities to deliver goods and services to the elderly in remote rural areas. Study and formulate care measures for the elderly who are poor in rural areas, widowed, left behind and living alone, establish emergency response and evaluation assistance mechanisms through government purchase of services, and pay attention to the life, travel, psychology and safety of the elderly. Promote the construction of rural elderly associations, and play its role in understanding and reflecting the needs of the elderly, organizing services for the elderly, managing old-age service facilities, safeguarding the rights and interests of the elderly, organizing cultural and recreational activities for the elderly, helping each other and helping empty nesters in pairs. We will study support policies such as land planning, combination of medical care and support, and discount loans. We will try to revitalize idle assets in rural areas for the construction of rural old-age communities, and promote urban elderly people to go to rural areas for seasonal old-age care, tourism and leisure.

　　(6) Caring for the physical and mental health of the elderly

　　Strengthen the care service for the physical and mental health of the elderly, guide and organize professional psychological comfort institutions to establish psychological service stations in streets (towns), set up psychological consultation rooms in communities (villages), and train psychological counselors in grassroots communities. Establish a grassroots volunteer team to serve the elderly, and carry out volunteer services such as neighborhood mutual assistance, pairing assistance and daily emergency. Establish a regular visit system for the elderly at home, mobilize neighborhood (village) committees, voluntary service organizations, community pension service stations and other institutions to conduct regular visits. Encourage neighborhood exchanges and mutual assistance, mobilize and organize urban and rural community (village) volunteers, and provide voluntary services such as reading newspapers and family companionship for the elderly. Provide fire extinguishers, emergency medical rescue pagers and gas alarms for disabled, elderly and solitary elderly families, and establish a rapid response mechanism for elderly families, grassroots communities (villages) and professional rescue agencies. Piloting the care service for the demented elderly, and distributing anti-missing rings for the demented elderly. Popularize and apply the "one-click" emergency rescue service, and realize the 24-hour interconnection between the community pension service station and the elderly at home.

　　(seven) to carry out the transformation of aging facilities in communities and families.

　　According to the characteristics and needs of the elderly, the layout structure, residential buildings, living service facilities and public activity venues of new and old residential areas are designed and transformed for aging. Support conditional old multi-storey houses to install elevators. We will carry out aging-adaptive renovation of home facilities for the elderly, formulate renovation plans and financial subsidy policies, and focus on ensuring the renovation of elderly families with special difficulties such as economic difficulties, old age, disability, dementia and loss of independence, so as to realize hierarchical renovation content, serialization of products suitable for the elderly, systematization of service functions, intelligentization of service support and professionalization of service teams, and improve the self-care ability and quality of life of the elderly at home.

　　(eight) to carry out the work of disability and home care for the elderly with financial difficulties.

　　Establish and improve the system of ability assessment and demand investigation for the elderly, and carry out the work of disability and home-based care for the elderly with economic difficulties. In view of the long-term home care needs of the disabled and elderly, a security model is established, in which the family bears the main care responsibility, the government bears the basic security responsibility, and the social subjects participate extensively. According to the adjustment of medical service charges in this Municipality, the nursing and rehabilitation medical services that meet the requirements will be included in the scope of basic medical insurance payment in due course.

　　(9) Explore the establishment of a long-term care insurance system.

　　Actively explore long-term care social insurance, long-term care commercial insurance, public mutual insurance and other old-age care insurance models. Piloting policy-based long-term care insurance, encouraging commercial insurance companies to develop and operate long-term care insurance products, and providing long-term care guarantee for the disabled elderly with the help of their market operation advantages. According to the relevant national policies, on the basis of the policy-based long-term care insurance pilot, the long-term care insurance system in this city was established by means of government subsidies, unit subsidies, individual contributions and enterprise operations.

　　(ten) the implementation of care for the elderly "five one" project.

　　Open a radio station for the elderly, create a TV channel for the elderly, shoot a film that cares for the elderly, issue a newspaper for the elderly, build a "last romance" museum for the elderly, build a public cultural platform for the elderly, and enrich their spiritual and cultural life.

　　Third, promote the key work of the cause of aging

　　Adhere to key breakthroughs, vigorously promote the "combination of medical care and nursing", "internet plus" pension service, the construction of pension service team and the development of aging industry, and solve the difficult problems in the construction of pension system.

　　(A) to further promote the "combination of medical care"

　　Implement the policies and measures of the State Council and this Municipality on promoting the combination of medical and health care and old-age care services, strengthen top-level design, establish and improve institutional mechanisms and policies and regulations, and build a service model that connects old-age care, medical care, care, rehabilitation and hospice care services, so as to maximize the utilization efficiency of medical and old-age care resources.

　　1. The formation of medical services to support the community and home care pattern.

　　Implement the guidance of community health service institutions in this Municipality to support home-based care for the aged, strengthen the construction of community medical and health institutions, introduce incentive policies, stabilize the ranks, enrich the strength, promote medical personnel to provide health services for the elderly at home, and continuously improve the service capacity and level. We will improve the reimbursement policy for community drugs in basic medical insurance and the basic drug use system, include all kinds of drugs within the scope of medical insurance for common diseases of the elderly in the list of community health drugs, ensure the provision of drugs in community health service institutions, and facilitate the elderly to take drugs nearby. Expand the adaptation of family sickbeds to diseases, steadily increase the content of on-site diagnosis and treatment, and provide convenience for the elderly to treat common diseases and chronic diseases in the community or at home. Study the support policies for the construction of rehabilitation hospitals and nursing homes, and promote the transformation of some primary medical institutions to nursing rehabilitation functions. Give full play to the supporting role of Chinese medicine in health care for the elderly, encourage qualified Chinese medicine hospitals and community health service centers (stations) to carry out Chinese medicine health care for the elderly, and integrate Chinese medicine culture into health education, rehabilitation guidance, disease prevention and family care for the elderly.

　　2. Improve the medical service capacity of old-age care institutions.

　　Encourage and support old-age care institutions to sign cooperation agreements with surrounding medical and health service institutions, make full use of existing medical resources, establish a green channel for the elderly in institutions to seek medical treatment, and provide quality medical services. Formulate the standard of medical staff in old-age care institutions, moderately improve the salary level of medical staff, and establish a learning exchange mechanism between nursing staff in old-age care institutions and medical staff. Support medical institutions to set up old-age care institutions to meet the needs of rehabilitation care services for elderly people with long-term illness, postoperative care and disability, and gradually provide nursing services for elderly people living at home in the community. Promote the construction of hospice care service hospitals, nursing homes and rehabilitation homes. Encourage Chinese medical institutions to cooperate with pension institutions to provide comprehensive services such as Chinese medical treatment, health care, rehabilitation and nursing.

　　3. Improve the nursing service system for the elderly

　　Reasonable planning of home community, medical rehabilitation and centralized nursing facilities, and overall planning of various nursing resources such as home rehabilitation nursing, home professional nursing, community short-term nursing, nursing in old-age care institutions and nursing in medical institutions, so as to build a complete chain of old-age care. From the aspects of financial support, facilities construction, human resources services, publicity and promotion, and home service subsidies, we will support the aged care service enterprises. Give policy support to the nursing skills training of family members, home caregivers and nurses in community pension service stations.

　　(B) innovative development of "internet plus" pension services.

　　With the favorable opportunity of the country to promote the strategy of "internet plus" and "Broadband China", we will promote the wide application of information technologies such as Internet, Internet of Things, cloud computing and big data in the field of old-age services and improve the ability of old-age services.

　　1. Establish an information management platform for aged care services.

　　Integrate the resources of the information platform for aged care services, establish a unified management platform for aged care services in the city, provide decision-making reference for the government, provide direction guidance for the market, provide consultation for the society, and provide information services for the elderly. To carry out the assessment of the ability and needs of the elderly and the registration of old-age services, establish a database of the elderly population, promote the sharing of government information resources, and promote the docking of the elderly population data in civil affairs, public security, health and family planning, social security and other systems. Construction and opening of the "Window for the Aged in the Capital" website.

　　2. Develop intelligent community for the aged.

　　With the construction of smart community as the core, electronic files of residents, families, social organizations and community activities will be established by using information technology, and community service facilities, technologies and network environment will be improved to form an interconnected and shared pension information service system. Support the use of cloud computing, big data, mobile internet and other information technologies and intelligent health detection, health assessment, rehabilitation physiotherapy and other software and hardware facilities, and establish an intelligent pension service guidance institution integrating medical care, pension and health services. Encourage the development and promotion of intelligent terminal products related to pension informatization, and use mobile information technology to carry out telemedicine, health monitoring and home care services.

　　3. Promote the development of smart pension industry.

　　Cultivate and develop the technology industry of intelligent old-age care, and build an innovative platform of intelligent old-age care with the integration of "internet plus" and old-age care services. Develop new technologies and products for aged care services, develop new models and formats for aged care services, improve the level of industrial development, and enhance the innovation capability of the aged care industry. Improve the facilities, methods and technologies for the elderly, support the research and development and industrialization of assistive devices and rehabilitation devices for the elderly, improve comfort and accessibility, and let the elderly share scientific and technological innovations. Build a comprehensive service platform for the aged care industry. By building a "nursing platform" and a "medical platform" for the aged at home and using information network technology, the combination of medical care and nursing will be promoted, so that the elderly can enjoy medical care and aged care services nearby. Support the construction of e-commerce websites for old-age services and old-age products for elderly consumers.

　　(3) Strengthen the construction of the old-age service team.

　　Incorporate the construction of the old-age service team into the talent education and training plan of this city, promote the professionalization and specialization of the old-age service team, and cultivate the old-age service talents with professional quality, professional knowledge and skills.

　　1. Carry out professional education for aged care services.

　　Carry out the selection and construction of demonstration specialty points for aged care services in vocational colleges, deepen the reform of professional courses, improve the teaching material system, strengthen the construction of teaching staff and training base, standardize teaching management, innovate talent training mode, give full play to the leading role of demonstration, and promote the construction of professional points for aged care services in relevant vocational colleges. Five training schools for aged care workers were listed, and the reform plan of aged care teaching materials and standardized question bank were formulated to improve the education and training ability. Introduce professional teachers in geriatrics, rehabilitation, nursing, nutrition, psychology and social work, and support vocational schools to add old-age services and management majors.

　　2. Strengthen the professional construction of employees in aged care services.

　　Establish and improve the records of occupational traces of employees in aged care services, improve the training subsidy system, explore the establishment of an incentive system for employees to join the job and first-line posts, and increase the comprehensive protection of wages and benefits. Implement unified management for nursing staff, explore the establishment of nurse practitioner system for providing for the aged, carry out nurse practitioner pilot project for providing for the aged in the pilot area of comprehensive reform for the aged service industry, and smooth the career promotion channels from nursing staff to junior, intermediate and senior nurse practitioner. By 2020, there will be no less than 50 elderly caregivers for every 10,000 elderly people.

　　3. Basically form a home-based nursing training system.

　　We will provide vocational training, vocational education and continuing education for managers, service personnel and nursing staff of old-age care institutions, provide relevant skills training for family caregivers and old-age service volunteers, improve the evaluation and incentive mechanism for professional talents in old-age care services, and build an old-age service team that combines old-age service personnel, social workers and volunteers.

　　(D) to promote the development of pension industry

　　Formulate implementation opinions on further promoting the development of the aged care service industry, fully liberalize the aged care service market, deepen the structural reform of the supply side of aged care services, build a fair competitive market environment, and support various market entities to increase the supply of aged care services and products to better meet the needs of the elderly.

　　1. Raise funds for the development of pension industry through multiple channels.

　　Establish an investment fund for the development of the aged care service industry through the municipal government’s investment guidance fund, and adopt investment methods such as equity and creditor’s rights to make key investments in products, services and projects that meet the direction of industrial development; Meet the relevant conditions, the government investment fund investors can make reasonable profits to the social investors. Guide financial institutions to set up pension industry funds or merger and acquisition funds, and focus on supporting a number of market-oriented pension service projects. Guide private equity investment funds and venture capital funds to enter the field of pension services, and support the development of innovative small and medium-sized pension enterprises and social organizations. Encourage banking financial institutions to use intangible assets such as government purchase service agreements and intellectual property rights to provide pledged loans to pension enterprises and social organizations. Support qualified pension enterprises to enter the capital market, raise funds through stock listing, project financing and property right replacement, and expand the scale of direct financing.

　　2. Encourage and guide the development of old-age enterprises.

　　Formulate support policies, encourage competitive and powerful pension service enterprises to take the road of industrial collectivization development, and improve the intensive management level of pension industry. Encourage social capital to achieve cross-regional alliance, resource sharing, collectivization, scale, chain and brand development through mergers, alliances, reorganization and export of service technologies and brands. Formulate incentives and support measures for outstanding brand service units, and support the development of brands by means of awards instead of compensation, forming a number of influential old-age service brands. Support the development of R&D and marketing enterprises for elderly products, promote the establishment of online shopping malls for elderly products, provide door-to-door delivery services, and expand market channels for elderly products. Pilot the construction of an exhibition center for elderly products that integrates the functions of display, experience and sales. Increase support for small and medium-sized pension service enterprises, create a market environment conducive to their development, encourage innovative services, and carry out various forms of pension service business activities.

　　3. Actively cultivate social organizations serving the aged.

　　Adhere to the government’s leading and independent operation, and actively develop pension intermediary service organizations such as pension industry, pension finance, pension tourism, pension culture, pension service training and consultation. Through the government’s purchase of services, support social organizations such as the aging industry association and the pension industry association to carry out the investigation and research of pension services, the formulation of industry standards, the evaluation of service quality, the supervision of service behavior and the evaluation of professional titles, and promote industry self-discipline. Support the establishment of a guarantee custody center, and carry out services such as the guarantee for the elderly from families with special difficulties in family planning to stay in old-age care institutions, the guarantee for the elderly to use their houses as reverse mortgage loans, the bank loan guarantee for old-age care institutions, and the land lease custody for old-age care institutions. Support the establishment of intermediary institutions for the management and service of aged care talents, and introduce aged care talents to the aged care institutions and community care institutions in this Municipality. Support the establishment of pension institutions management units, specializing in the daily operation and management services of pension institutions, and encourage chain operations. Support non-profit pension service social organizations to register directly, and support private non-enterprise units to carry out pension services across regions. Increase the policy support of pension intermediary service organizations, and give project financial support to the identified intermediary organizations and their services.

　　4. Promote the coordinated development of Beijing-Tianjin-Hebei pension services.

　　Give full play to the respective advantages of Beijing, Tianjin and Hebei, strengthen industrial cooperation and resource integration, and build a complete industrial chain of the pension industry. Formulate preferential support policies to guide the transfer and development of the aged care service industry to areas with superior supporting conditions such as transportation, environment, space and labor. Encourage competitive and powerful pension service enterprises to realize chain operation in Beijing, Tianjin and Hebei. We will carry out the pilot project of social security docking in Beijing, Tianjin and Hebei, explore and promote mutual recognition of medical insurance payment years, and meet the service needs of the elderly in the Beijing-Tianjin-Hebei region, such as "tourism pension" and "migratory bird pension".

Part IV Safeguard Measures

　　First, strengthen organizational leadership

　　District governments and relevant municipal departments and units should fully understand the importance and urgency of coping with the aging population, attach great importance to and earnestly strengthen the work on aging, and incorporate the development of the cause of aging into the national economic and social development plan and the annual work plan, and into the government’s work target management. Aging committees at all levels and their offices should timely deploy tasks, study and solve relevant important problems, regularly inform the development situation, and urge the implementation of relevant laws and regulations; Establish a target responsibility system for member units, refine the quantitative tasks, establish and improve the evaluation mechanism, and ensure the full implementation of the city’s "Thirteenth Five-Year Plan" period.

　　Second, strengthen the system guarantee

　　Establish and improve the security system for aging work around key elements such as funds, talents and land. Establish a classified statistical system of funds for the aged, improve the sharing mechanism of funds at different levels, continuously increase financial input at all levels, strengthen fund supervision, and improve the efficiency of fund use. Fully implement various employment promotion policies, and guide and help urban and rural workers to enter the field of old-age services. Incorporate the land for the aged care service industry into the urban and rural land use planning and the annual construction land plan, and give priority to ensuring it.

　　Third, strengthen supervision and inspection

　　The Municipal Office for Ageing shall, jointly with relevant departments, regularly inspect the implementation of this plan, supervise key areas and capital investment, and issue relevant reports in a timely manner through professional organization evaluation and mass appraisal.