【摘要】：隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展，我國(guó)產(chǎn)業(yè)結(jié)構(gòu)發(fā)生持續(xù)的變化，市場(chǎng)的細(xì)分，母嬰產(chǎn)業(yè)作為一個(gè)全新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)，近年來(lái)已成為眾多熱門(mén)投資的行業(yè)之一，并且由于受80－90年代的第三次嬰兒潮之影響，在2005年-2020年期間，我國(guó)生育高峰的婦女人數(shù)將達(dá)到歷史的最高，這客觀上亦將為母嬰產(chǎn)業(yè)提供了快速發(fā)展的機(jī)會(huì)和挑戰(zhàn)。同時(shí)也為這種可以提供從孕期咨詢到產(chǎn)后休養(yǎng)的月子會(huì)所，專業(yè)且全過(guò)程服務(wù)型企業(yè)的成長(zhǎng)與發(fā)展創(chuàng)造了條件。臺(tái)灣的產(chǎn)后護(hù)理之家現(xiàn)已屬于一個(gè)成熟的行業(yè)，多種檔次規(guī)模的產(chǎn)后護(hù)理會(huì)所一應(yīng)俱全。而在我國(guó)的大陸，該行業(yè)整體發(fā)展的水平仍處于萌芽的成長(zhǎng)階段，市場(chǎng)亦處于創(chuàng)建整理之時(shí)，到月子會(huì)所的產(chǎn)婦尚屬比較超前消費(fèi)理念的少數(shù)高端消費(fèi)者，還有很多人不知道有此服務(wù)項(xiàng)目。定位中高檔的經(jīng)濟(jì)實(shí)惠品牌企業(yè)很少，市場(chǎng)急需科學(xué)、專業(yè)、價(jià)位合理符合廣大中高端顧客的月子中心來(lái)豐富和支撐母嬰產(chǎn)業(yè)的發(fā)展。 本論文運(yùn)用同行業(yè)發(fā)展趨勢(shì)相似性現(xiàn)象，分析臺(tái)灣月子會(huì)所起源、發(fā)展、分布與完善的歷史階段，對(duì)海內(nèi)外月子會(huì)所的發(fā)展歷程對(duì)比進(jìn)行分析。我國(guó)月子會(huì)所尚處于這一新產(chǎn)業(yè)形成的初期，從而發(fā)現(xiàn)其中的商業(yè)機(jī)會(huì)。筆者經(jīng)過(guò)對(duì)國(guó)內(nèi)大量月子會(huì)所的實(shí)地調(diào)研，對(duì)目前我國(guó)的月子會(huì)所企業(yè)進(jìn)行分類，并對(duì)孕、產(chǎn)婦這一特殊性目標(biāo)顧客群的市場(chǎng)需求進(jìn)行細(xì)分。通過(guò)STP理論和服務(wù)營(yíng)銷理論的闡述，結(jié)合波特五力模型和SWOT模型分析工具的應(yīng)用，著重對(duì)北京產(chǎn)后護(hù)理市場(chǎng)的供求環(huán)境及情況進(jìn)行詳細(xì)的分析，，形成適用于當(dāng)前北京市場(chǎng)的一份商業(yè)策劃書(shū)。將目前北京月子會(huì)所行業(yè)的商業(yè)模式分為三種，分別是高端月子會(huì)所，中端月子會(huì)所，低端家庭保育中心。出于對(duì)北京大多數(shù)白領(lǐng)客戶的消費(fèi)理念，既注重品質(zhì)又重視價(jià)格的考慮，因此把新建的月子會(huì)所進(jìn)入北京市場(chǎng)的商業(yè)模式鎖定為中端月子會(huì)所，同時(shí)采取標(biāo)準(zhǔn)化高品質(zhì)服務(wù)與經(jīng)濟(jì)型公寓相結(jié)合的商業(yè)模式，并對(duì)實(shí)施這種商業(yè)模式的關(guān)鍵點(diǎn)、客戶價(jià)值、投資效益及風(fēng)險(xiǎn)進(jìn)行了詳細(xì)的分析。
[Abstract]:With the continuous development of social economy, the industrial structure of our country has been continuously changing, the market segmentation, the mother and child industry as a new economic growth point, in recent years has become one of the hot investment industries. Due to the influence of the third baby boom in the 80-90 's, the number of women who have a baby boom in China will reach the highest level in the period from 2005 to 2020, which will also provide the opportunity and challenge for the rapid development of the mother and child industry. At the same time, it also creates the conditions for the growth and development of the professional and full-process service enterprises, which can provide the Yuezi club from pregnancy consultation to postpartum recuperation. The home of postpartum care in Taiwan is now a mature industry with various levels of postpartum nursing clubs. In mainland China, the overall level of development of the industry is still in the embryonic stage of growth, and the market is also in the time of creation and consolidation. The puerpera in Yuezi clubhouse is still a small number of high-end consumers with a relatively advanced consumption concept. There are still a lot of people who don't know about this service. The market is in urgent need of scientific, professional, reasonable price in line with the large number of high-end customers Yuezi center to enrich and support the development of the mother and child industry. This paper analyzes the historical stages of the origin, development, distribution and perfection of Yuezi clubhouse in Taiwan by using the similar phenomenon of the development trend of the same industry, and analyzes the development process of Yuezi clubhouse at home and abroad. China Yuezi Club is still in the early stage of the formation of this new industry, thus discovering the commercial opportunities. Through the field investigation of a large number of Yuezi clubs in China, the author classifies the present Yuezi clubhouse enterprises in China, and subdivides the market demand of the special target customer group of pregnancy and puerpera. Through the elaboration of STP theory and service marketing theory, combined with the application of Porter's five-force model and SWOT model analysis tool, the detailed analysis of the supply and demand environment and the situation of postpartum nursing market in Beijing was carried out. Form a business plan for the current Beijing market. The business model of Beijing Yuezi clubhouse is divided into three types, namely the high-end Yuezi Club, the Middle-end Yuezi Club and the Low-end Family Care Center. In view of the consumption concept of most white-collar customers in Beijing and the consideration of both quality and price, the business model of the newly built Yuezi clubhouse entering the Beijing market is locked into the mid-end Yuezi Club. At the same time, the paper adopts the business model of the combination of standardized high quality service and economical apartment, and makes a detailed analysis of the key points, customer value, investment benefit and risk of implementing this business model.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719

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