我国养老机构品牌竞争力评价指标体系构建研究

发布时间：2018-03-19 00:30

本文选题：品牌　切入点：品牌竞争力　出处：《北京中医药大学》2017年硕士论文　论文类型：学位论文

【摘要】：目的:我国已经进入了老龄化社会,而且老龄化进程越来越快,养老问题日益突出。面对巨大的养老市场,而养老机构面临着发展不平衡、经营不善等问题。养老机构经营状况不佳,很大程度上是由于品牌竞争力不足造成的。现有的品牌竞争力评价指标体系都是针对一般企业,没有专门针对养老机构品牌竞争力的评价指标体系。本研究的主要目的有三个:一是帮助消费者提高对养老机构选择能力;二是帮助养老机构有针对性地提高自身品牌竞争力和运营能力;三是为政府部门对养老机构进行科学评价提供依据。方法:本研究用到的主要方法有文献研究、文本分析、专家咨询、专家焦点小组和层次分析法等。运用这些方法科学地构建养老机构品牌竞争力评价指标体系。主要过程如下:一、对国内外关于品牌竞争力的相关文献进行梳理和归纳,并对养老机构发展现状、养老机构品牌研究状况进行总结,为后续的养老机构品牌竞争力理论框架的提出以及养老机构品牌竞争力的评价指标的提取打下扎实的文献基础。二、初建养老机构品牌竞争力评价指标体系。首先,通过对消费者QA文本、养老机构官方网站介绍和政府部门政策文件的分析得到养老机构品牌竞争力特有的评价指标;其次,在许基南品牌竞争力理论框架的基础上构建养老机构品牌竞争力理论框架,并选取评价指标;再者,召开专家焦点小组讨论选取的评价指标的含义及其算法,并补充遗漏的评价指标,删除明显不符合养老机构的评价指标;最后,在此基础上形成专家咨询问卷。三、筛选评价指标体系的评价指标。向管理、品牌、养老领域的专家以及养老机构管理人员发放专家咨询问卷,回收问卷后,对专家的打分结果进行处理,删除不符合标准的评价指标。专家咨询问卷共发放两轮。待两轮专家咨询结束后,形成新的养老机构品牌竞争力评价指标体系,再次进行专家焦点小组讨论,明确新增加的评价指标的含义及其算法,并检查整个评价指标体系的评价指标的含义及其算法是否准确。四、在之前工作的基础上,形成养老机构品牌竞争力评价指标体系权重打分表,发放给专家填写。回收问卷后,使用软件yaahp和excel对问卷数据进行处理,最终确定各评价指标的权重。结果:本研究提出了三个一级指标、十一个二级指标、三十七个三级指标的养老机构品牌竞争力评价指标体系。本研究认为养老机构品牌竞争力由品牌基础能力、品牌管理能力和品牌市场能力这三个部分构成。品牌基础能力是基石,品牌管理能力承上启下,品牌市场能力是直观表现。结论:本研究提出的养老机构品牌竞争力评价指标体系,符合养老机构发展实际,能够很合理地反应养老机构品牌竞争力。
[Abstract]:Objective: our country has entered the aging society, and the aging process is getting faster and faster, the pension problem is becoming more and more prominent. In the face of the huge pension market, the pension institutions are facing the imbalance of development. Poor management and other problems. The poor operating conditions of pension institutions are largely due to the lack of brand competitiveness. The existing evaluation index system for brand competitiveness is aimed at ordinary enterprises. There is no evaluation index system for the brand competitiveness of pension institutions. The main purposes of this study are as follows: first, to help consumers improve their ability to choose pension institutions; The second is to help pension institutions to improve their brand competitiveness and operational ability, and the third is to provide the basis for scientific evaluation of pension institutions by government departments. Methods: the main methods used in this study are literature research, text analysis, Expert consultation, expert focus group and Analytic hierarchy process. Using these methods to scientifically construct the evaluation index system of the brand competitiveness of pension institutions. The main process is as follows: 1. Combing and summing up the relevant literature about brand competitiveness at home and abroad, and summarizing the current situation of the development of pension institutions and the research status of the brand of pension institutions. It lays a solid literature foundation for the following theoretical framework of brand competitiveness of pension institutions and the extraction of evaluation indexes of brand competitiveness of pension institutions. Second, the evaluation index system of brand competitiveness of pension institutions is established. First, Through the analysis of the QA text of consumers, the introduction of the official website of pension institutions and the policy documents of government departments, the evaluation index of brand competitiveness of pension institutions is obtained. Secondly, On the basis of the theoretical framework of brand competitiveness of Xu Jinan, the theoretical framework of brand competitiveness of pension institutions is constructed, and the evaluation index is selected. Furthermore, an expert focus group is convened to discuss the meaning and algorithm of the selected evaluation index. And add the missing evaluation index, delete the evaluation index that obviously does not accord with the pension institution; finally, form the expert consultation questionnaire on this basis. Third, select the evaluation index of the evaluation index system. Experts in the field of old-age care and managers of pension institutions issue expert consultation questionnaires. After the questionnaires have been recovered, the results of scoring of experts are processed. After two rounds of expert consultation, a new evaluation index system of the brand competitiveness of pension institutions is formed, and then the expert focus group is discussed again. Make clear the meaning of the newly added evaluation index and its algorithm, and check the meaning of the evaluation index of the whole evaluation index system and whether the algorithm is accurate. Fourth, on the basis of previous work, Forming a rating scale for evaluating the brand competitiveness of pension institutions and issuing it to experts to fill out. After the questionnaire is collected, the data are processed by software yaahp and excel. Results: this study proposed three first-level indicators, eleven second-level indicators, The evaluation index system of the brand competitiveness of pension institutions with 37 three-level indexes. This study believes that the brand competitiveness of pension institutions depends on the brand basic competence. Brand management ability and brand market ability constitute three parts. Brand basic ability is the foundation stone, brand management ability is the link between the past and the following. Conclusion: the evaluation index system of the brand competitiveness of pension institutions is in line with the actual development of pension institutions and can reflect the brand competitiveness of pension institutions reasonably.
【学位授予单位】：北京中医药大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669.6

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