ScholarWorks@성균관대학교

초록

With the accelerating trend of population aging, China and South Korea have developed distinct innovation and entrepreneurship models in the elderly care industry. Based on 507 valid survey responses, this study conducts a comparative analysis of innovative business models and empirically examines the impact of marketing strategies on user satisfaction using binary logistic regression. Descriptive results indicate that China exhibits greater emphasis on product diversity, online channels, and promotional activities, whereas South Korea demonstrates a more mature offline service system and community-integrated care channels. Empirical findings show that none of the marketing strategies significantly influence satisfaction within the Chinese sample, suggesting that service quality, professional caregiving, and institutional reliability play a more decisive role. In contrast, channel strategy has a significant positive effect on satisfaction in the Korean sample, highlighting the importance of accessible and well-organized service touchpoints. These results reveal fundamental structural differences in marketing mechanisms between the two countries. Policy implications are proposed regarding service quality enhancement, channel integration, digital transformation, and cross-national cooperation. Limitations of the study are discussed, and directions for future research are suggested.

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