本文選題：養(yǎng)老地產(chǎn) + 差異化戰(zhàn)略��； 參考：《北京建筑大學(xué)》2014年碩士論文

【摘要】：近年來(lái),隨著老齡化群體的日益壯大,養(yǎng)老群體強(qiáng)烈需求的資源、醫(yī)療養(yǎng)護(hù)、配套設(shè)施等配套服務(wù)逐漸跟不上,老年人對(duì)于養(yǎng)老市場(chǎng)供給的水平提出了更高層次的要求。在人們生活水平普遍提高的同時(shí),建立具有養(yǎng)老特色、功能設(shè)施齊全的高端養(yǎng)老項(xiàng)目迫在眉睫。再加上民政部指出養(yǎng)老機(jī)構(gòu)不是單純的供養(yǎng)型機(jī)構(gòu),而應(yīng)結(jié)合治療、養(yǎng)護(hù)、康復(fù)、教育、娛樂等功能。養(yǎng)老地產(chǎn)正在成為新一輪地產(chǎn)項(xiàng)目開發(fā)商的香餑餑,與此同時(shí)越來(lái)越多的社會(huì)機(jī)構(gòu)爭(zhēng)相進(jìn)入養(yǎng)老地產(chǎn)行業(yè)。在老齡化問題和房地產(chǎn)調(diào)控政策外部因素的影響下,養(yǎng)老地產(chǎn)開發(fā)企業(yè)需要厘清情勢(shì),適時(shí)調(diào)整發(fā)展戰(zhàn)略,執(zhí)行和利用與外部環(huán)境、公司資源和能力相契合的發(fā)展戰(zhàn)略,改變盈利模式,這樣才能在激烈的養(yǎng)老地產(chǎn)行業(yè)競(jìng)爭(zhēng)環(huán)境中取得競(jìng)爭(zhēng)優(yōu)勢(shì)。 論文選取養(yǎng)老地產(chǎn)的先行者——YD公司為研究對(duì)象,通過(guò)理論方法與案例研究相結(jié)合,全面分析公司的戰(zhàn)略環(huán)境,利用SWOT模型與戰(zhàn)略地位分析,提出了發(fā)展目標(biāo),制定出競(jìng)爭(zhēng)發(fā)展戰(zhàn)略方案,并根據(jù)企業(yè)現(xiàn)有的發(fā)展情況提出戰(zhàn)略選擇和具體戰(zhàn)略實(shí)施措施：通過(guò)品牌營(yíng)銷實(shí)現(xiàn)差異化戰(zhàn)略來(lái)贏得客戶；通過(guò)推進(jìn)一體化戰(zhàn)略來(lái)優(yōu)化組織結(jié)構(gòu);建立行業(yè)戰(zhàn)略聯(lián)盟走可持續(xù)的發(fā)展戰(zhàn)略。
[Abstract]:In recent years, with the growing population of the aged, the supporting services such as the intensive demand of the aged group, medical care and supporting facilities have gradually been unable to follow. The elderly have put forward a higher level of requirements for the level of the supply of the pension market. At the same time, the living standard has been raised and the features of the aged are established and the functional facilities are complete. The high-end pension project is imminent, and the Ministry of Civil Affairs points out that the pension institution is not a simple supply type organization, but should combine the functions of treatment, maintenance, rehabilitation, education, entertainment and so on. The old-age property is becoming the hot spot for a new real estate project developer, while more and more social institutions are competing for the old estate industry. Under the influence of the aging problem and the external factors of the real estate regulation policy, the old estate development enterprise needs to clarify the situation, adjust the development strategy in a timely manner, implement and utilize the development strategy which is compatible with the external environment, the company resources and ability, and change the profit model so as to achieve competitive advantage in the competitive environment of the aged real estate industry. Potential.
This paper selects the forerunner of the old-age real estate, YD company as the research object, through the combination of theoretical method and case study, comprehensively analyzes the strategic environment of the company, uses the SWOT model and strategic position analysis, puts forward the development target and formulates the strategic plan of the competition development, and puts forward the strategic choice and implements according to the existing development situation of the enterprise. The implementation measures of the body strategy: achieve the customer through the differentiation strategy through the brand marketing; optimize the organization structure by promoting the integration strategy; establish the industry strategic alliance to take the sustainable development strategy.
【學(xué)位授予單位】：北京建筑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;D669.6

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