本文關(guān)鍵詞： 養(yǎng)老機(jī)構(gòu) 品牌 發(fā)展路徑　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)老齡化程度的不斷加重,養(yǎng)老問(wèn)題受到各界人士以及政府的高度關(guān)注。由于人們的生活工作習(xí)慣和觀念的改變,傳統(tǒng)的養(yǎng)老模式面臨巨大挑戰(zhàn),人們對(duì)機(jī)構(gòu)養(yǎng)老的認(rèn)可度日益提高。機(jī)構(gòu)養(yǎng)老已經(jīng)不單單是對(duì)養(yǎng)老模式的一種補(bǔ)充,更是起到支撐的作用。雖然我國(guó)機(jī)構(gòu)養(yǎng)老有著巨大的發(fā)展空間和市場(chǎng)需求,但是由于供需不平衡、制度不完善、資金不到位等諸多因素,我國(guó)養(yǎng)老機(jī)構(gòu)的發(fā)展速度受到了很大的限制。我國(guó)經(jīng)濟(jì)進(jìn)入轉(zhuǎn)型期后,服務(wù)業(yè)在經(jīng)濟(jì)發(fā)展所處的地位與日俱增,養(yǎng)老產(chǎn)業(yè)作為藍(lán)海產(chǎn)業(yè),在服務(wù)業(yè)中所占的比重也是越來(lái)越高。伴隨著供給側(cè)改革的大環(huán)境,國(guó)家越來(lái)越重視品牌對(duì)于推動(dòng)供需升級(jí)的作用,為了使養(yǎng)老機(jī)構(gòu)能夠更好更快的發(fā)展,養(yǎng)老機(jī)構(gòu)的品牌建設(shè)就顯得非常有必要�？墒情L(zhǎng)期以來(lái),國(guó)內(nèi)外的學(xué)者專家更多的是從供需和政府政策等方面來(lái)探討?zhàn)B老機(jī)構(gòu)的發(fā)展,鮮有人從品牌角度來(lái)研究養(yǎng)老機(jī)構(gòu)。因此,養(yǎng)老機(jī)構(gòu)與品牌的融合研究是當(dāng)前背景下需要迫切解決的問(wèn)題。本文試圖通過(guò)品牌的理論來(lái)尋求養(yǎng)老機(jī)構(gòu)的發(fā)展途徑,其研究?jī)?nèi)容分為三個(gè)部分。第一部分通過(guò)對(duì)服務(wù)品牌及養(yǎng)老機(jī)構(gòu)相關(guān)文獻(xiàn)進(jìn)行梳理和總結(jié),并提出所需的理論基礎(chǔ)。第二部分通過(guò)分析我國(guó)養(yǎng)老機(jī)構(gòu)的現(xiàn)狀,提出養(yǎng)老機(jī)構(gòu)品牌建設(shè)的必要性。第三部分對(duì)我國(guó)養(yǎng)老機(jī)構(gòu)進(jìn)行案例分析,并通過(guò)對(duì)前兩部分內(nèi)容進(jìn)行分析,提出我國(guó)建設(shè)養(yǎng)老機(jī)構(gòu)強(qiáng)勢(shì)品牌的具體發(fā)展路徑。
[Abstract]:With the aggravation of the aging degree of our country, the pension problem is highly concerned by people from all walks of life as well as the government. Because of the change of people's living and working habits and ideas, the traditional old-age model is faced with enormous challenges. The recognition of institutional pension is increasing. Institutional pension is not only a supplement to the pension model, but also plays a supporting role. Although there is a huge space for development and market demand for institutional pension in China. However, due to the imbalance between supply and demand, imperfect system, lack of funds and other factors, the pace of development of pension institutions in China has been greatly restricted. The status of service industry in economic development is increasing day by day, pension industry as a blue sea industry, in the service industry is also more and more high proportion, accompanied by the supply-side reform of the environment. The country pays more and more attention to the role of brand in promoting the upgrading of supply and demand. In order to make the pension institutions better and faster development, the brand construction of pension institutions is very necessary. But for a long time. Scholars and experts at home and abroad are more from the supply and demand and government policies to explore the development of pension institutions, few people from the brand perspective to study pension institutions. The research on the amalgamation of pension institutions and brands is an urgent problem to be solved under the current background. This paper tries to seek the way of the development of pension institutions through the theory of brand. The research content is divided into three parts. The first part through the service brand and pension institutions related literature combing and summary, and put forward the necessary theoretical basis. The second part through the analysis of the status quo of pension institutions in China. The third part is the case analysis of the pension institutions in China, and through the analysis of the first two parts, the paper puts forward the specific development path of building strong brands of pension institutions in China.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：D669.6;F719

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