BusinessMarketingshouldbidfarewelltoagediscriminationKTV:Isitjustfortheyoung?Luxuriousdecoration,high-endaudio,stylishsurroundings......Inrecentyears,WuhuCityKTVsprungupandbecomeanimportantwayofpeople’sdailyleisure.ButreportersfoundthattheseyoungpeopleseemKTVpatent.Thirty-fiveyoungman,buysomebeer,snacks,hideKTV,drunkenlysinging,ormusicanddancing,isaverycommonphenomenon,however,intotheKTVintheelderlyarerare.InRiversideParknearadiscount-styleKTV,reportersandstaffexchanges,shetoldreporters:“Everydaythereceptionofguests,basicallynointheelderly.Occasionalcustomersagedover50,butalsobecausemostbusinessentertainmentneeds.”AndanotherKTVofficialalsotoldreporters:“IntheWuhumarket,KTVaretwomaincustomergroups,includingbusinessconsumptionandyoungpeople,theelderlyarenot1mainstream.”WhetherWuhuintheelderlyKTV“notcold”mean?Reportersfoundthatthesituationisnotalwaysthecase.Intheelderlyafterretirement,theysinganddanceverycommonwayofleisure,butforwhateverreason,theyoftenchooseinthepark,plazasingSuchlocationandprofessionalKTVsinging,thegapisstillveryevident.XieMingteachersaid:“Inthesquaresinging,justforusthischeerfulintheelderly,andmanyfriendsinpublicplacescannotrelaxifwecouldgointotheKTV,itismuchbetter.”Marketing:Needstoconsiderwhethertheelderly?Ontheonehand,manyoftheelderlyisalsoeagertoenterKTV“cool”one,butontheotherhand,whyKTVinthemiddle-agedcustomersstillsolittle?Reporterfound,KTVmarketingreallycarefortheelderlyislesspathetic.Thefirstisprice.Mostlyliveintheelderlyisverysave,awayWuhuKTV,spendinganywherefromseveralhundredtomorethanathousand,thislevelof2consumption,consumerattitudesconservativemajorityintheelderlyareunwillingtoaccept.Noneoftheelderlycustomizedpricingstrategyisabigregret.Second,mostofthesongsarenotsuitablefortheelderly.Mostlytheelderlyliketosingthosesongs,butopeninthepopchartsKTV,lessclassicsongs,mostlytheydonotsingpopularsongs,willinevitablymaketheelderlypeoplefeelknocked.Finally,theservicedemandforservicesintheelderly,withyoungpeoplearedifferent.Theymaynotconsumetoomanysnacksanddrinks,butthenthequalityofservicerequirementsareverymuchdetail,thisattitudeontheKTVmadeveryhighdemands.Infact,insiderspointedoutthatthecurrentWuhuKTVincreasinglycompetitivemarket,someoftheKTVfacepressuretoperform,itisbettertoseekabreakthroughfromoldermarkets,suchastheelderlyhasopenedaspecialsingingsessionsfortheelderlytodosome“seniorcitizendiscountcard“inthesongsystemsetsomeoldiesarea......CometotheelderlyKTV,whichnotonlycanimproveeconomicefficiency,butalsoaveryimportantsocialbenefitsforenterprisestowinagood3reputation.(Source:WuhuNews4
