基于戰(zhàn)略定位的南京YH養(yǎng)老院商業(yè)模式創(chuàng)新研究
發(fā)布時間：2018-07-17 06:01
【摘要】：本世紀初,中國即已全面進入老齡社會,成為世界上老齡人口最多的國家。龐大的老年人口帶來了萬億級的養(yǎng)老服務市場,養(yǎng)老服務供給的市場化、民營化是未來發(fā)展的必然趨勢。但是,當前中國的養(yǎng)老產(chǎn)業(yè)現(xiàn)在還處于一個起步階段,從直接提供養(yǎng)老服務的養(yǎng)老院行業(yè)來看,民辦市場化運作的養(yǎng)老機構與公辦福利性質的養(yǎng)老院之間還存在明顯差距,大部分民辦養(yǎng)老機構還存在生存性困難。沒有不賺錢的行業(yè),只有不賺錢的模式,從戰(zhàn)略管理角度,分析并改進民辦養(yǎng)老機構的商業(yè)模式,無論對中國的經(jīng)濟還是社會發(fā)展都具有重要意義。南京YH養(yǎng)老院是南京地區(qū)較為典型的民辦養(yǎng)老機構,其“醫(yī)養(yǎng)融合”的業(yè)務功能正是國家所大力提倡和推廣的。本文基于戰(zhàn)略管理等有關理論,運用實證研究和案例研究方法,針對YH養(yǎng)老院的商業(yè)模式進行了分析和創(chuàng)新。首先,闡述本文的選題背景和研究意義,通過梳理戰(zhàn)略管理、戰(zhàn)略定位以及商業(yè)模式的相關理論研究綜述和國內(nèi)外研究現(xiàn)狀,得出在戰(zhàn)略管理中,必先要求戰(zhàn)略定位,而戰(zhàn)略定位呼喚商業(yè)模式創(chuàng)新,商業(yè)模式創(chuàng)新推動戰(zhàn)略管理走向深入這樣一個邏輯關系。隨后,按照這樣的邏輯關系,通過實證研究,重點分析YH養(yǎng)老院所處于的宏觀環(huán)境以及自身的微觀環(huán)境,通過SWOT分析法得出其在未來應當采取積極進攻的戰(zhàn)略導向和差異化的戰(zhàn)略定位。再次,運用商業(yè)模式畫布法,對YH養(yǎng)老院現(xiàn)行商業(yè)模式的九大因素進行分析,找到存在的問題和可供創(chuàng)新改進的方向。最后,運用模塊分析法,立足YH養(yǎng)老院未來發(fā)展的戰(zhàn)略定位,對其商業(yè)模式提出了業(yè)務創(chuàng)新、運營創(chuàng)新、盈利創(chuàng)新三大模塊共十條創(chuàng)新路徑,使得整個YH養(yǎng)老院的經(jīng)營管理形成一個較為完備的閉環(huán)結構。本文通過對YH養(yǎng)老院商業(yè)模式創(chuàng)新研究,旨在提出對中國民辦養(yǎng)老院在明晰戰(zhàn)略定位的基礎上,創(chuàng)新優(yōu)化自身商業(yè)模式的創(chuàng)新路徑,在YH養(yǎng)老院商業(yè)模式的創(chuàng)新設計中,有關定制化服務、信息化建設、互助式養(yǎng)老可能對民辦養(yǎng)老院更好地實現(xiàn)從福利機構向市場化方向轉型具有一定的借鑒和參考意義。
[Abstract]:At the beginning of this century, China has entered the aging society in an all-round way and has become the country with the largest aging population in the world. The huge elderly population has brought a trillion level of old-age service market. The marketization of the old-age service supply and privatization are the inevitable trend of the future development. However, at present, the pension industry in China is still in its infancy. From the perspective of the nursing home industry, which directly provides old-age care services, there is still a clear gap between the pension institutions run by the private sector and the nursing homes with the nature of public welfare. Most private pension institutions also have difficulties in survival. There is no industry that does not make money, only the mode of not making money, from the angle of strategic management, analyzing and improving the business model of private pension organization is of great significance to the economic and social development of China. Nanjing YH nursing home is a typical private pension institution in Nanjing area. Based on the theory of strategic management, this paper analyzes and innovates the business model of YH nursing home by means of empirical research and case study. First of all, this paper expounds the background and significance of the topic, through combing the strategic management, strategic positioning and business model related theoretical research review and domestic and foreign research status, it is concluded that in strategic management, we must first request strategic positioning. Strategic orientation calls for business model innovation, and business model innovation promotes strategic management to go deep into such a logical relationship. Then, according to this logical relationship, through the empirical research, the author focuses on the macro environment of YH nursing home and its own micro environment. Through SWOT analysis, the author finds out that it should adopt the strategic orientation of aggressive attack and the strategic orientation of differentiation in the future. Thirdly, using the business model canvas method, this paper analyzes the nine major factors of the current business model of YH nursing home, and finds out the existing problems and the direction of innovation and improvement. Finally, based on the strategic orientation of the future development of YH nursing home, the paper puts forward ten innovation paths for its business model, business innovation, operation innovation and profit innovation. Make the whole YH nursing home management to form a more complete closed-loop structure. Through the research on the innovation of the business model of YH nursing home, this paper aims to put forward the innovative path to optimize its own business model on the basis of clear strategic orientation of the private nursing home in China, and in the innovative design of the business model of YH nursing home. The customized service, information construction and mutual support for the aged may be helpful for the private nursing home to realize the transition from welfare institutions to marketization.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：D669.6
本文編號：2129326
[Abstract]:At the beginning of this century, China has entered the aging society in an all-round way and has become the country with the largest aging population in the world. The huge elderly population has brought a trillion level of old-age service market. The marketization of the old-age service supply and privatization are the inevitable trend of the future development. However, at present, the pension industry in China is still in its infancy. From the perspective of the nursing home industry, which directly provides old-age care services, there is still a clear gap between the pension institutions run by the private sector and the nursing homes with the nature of public welfare. Most private pension institutions also have difficulties in survival. There is no industry that does not make money, only the mode of not making money, from the angle of strategic management, analyzing and improving the business model of private pension organization is of great significance to the economic and social development of China. Nanjing YH nursing home is a typical private pension institution in Nanjing area. Based on the theory of strategic management, this paper analyzes and innovates the business model of YH nursing home by means of empirical research and case study. First of all, this paper expounds the background and significance of the topic, through combing the strategic management, strategic positioning and business model related theoretical research review and domestic and foreign research status, it is concluded that in strategic management, we must first request strategic positioning. Strategic orientation calls for business model innovation, and business model innovation promotes strategic management to go deep into such a logical relationship. Then, according to this logical relationship, through the empirical research, the author focuses on the macro environment of YH nursing home and its own micro environment. Through SWOT analysis, the author finds out that it should adopt the strategic orientation of aggressive attack and the strategic orientation of differentiation in the future. Thirdly, using the business model canvas method, this paper analyzes the nine major factors of the current business model of YH nursing home, and finds out the existing problems and the direction of innovation and improvement. Finally, based on the strategic orientation of the future development of YH nursing home, the paper puts forward ten innovation paths for its business model, business innovation, operation innovation and profit innovation. Make the whole YH nursing home management to form a more complete closed-loop structure. Through the research on the innovation of the business model of YH nursing home, this paper aims to put forward the innovative path to optimize its own business model on the basis of clear strategic orientation of the private nursing home in China, and in the innovative design of the business model of YH nursing home. The customized service, information construction and mutual support for the aged may be helpful for the private nursing home to realize the transition from welfare institutions to marketization.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：D669.6
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