FW月子会所商业模式策划
发布时间：2018-11-18 16:27
【摘要】：随着社会经济的不断发展，我国产业结构发生持续的变化，市场的细分，母婴产业作为一个全新的经济增长点，近年来已成为众多热门投资的行业之一，并且由于受80－90年代的第三次婴儿潮之影响，在2005年-2020年期间，我国生育高峰的妇女人数将达到历史的最高，这客观上亦将为母婴产业提供了快速发展的机会和挑战。同时也为这种可以提供从孕期咨询到产后休养的月子会所，专业且全过程服务型企业的成长与发展创造了条件。台湾的产后护理之家现已属于一个成熟的行业，多种档次规模的产后护理会所一应俱全。而在我国的大陆，该行业整体发展的水平仍处于萌芽的成长阶段，市场亦处于创建整理之时，到月子会所的产妇尚属比较超前消费理念的少数高端消费者，还有很多人不知道有此服务项目。定位中高档的经济实惠品牌企业很少，市场急需科学、专业、价位合理符合广大中高端顾客的月子中心来丰富和支撑母婴产业的发展。 本论文运用同行业发展趋势相似性现象，分析台湾月子会所起源、发展、分布与完善的历史阶段，对海内外月子会所的发展历程对比进行分析。我国月子会所尚处于这一新产业形成的初期，从而发现其中的商业机会。笔者经过对国内大量月子会所的实地调研，对目前我国的月子会所企业进行分类，并对孕、产妇这一特殊性目标顾客群的市场需求进行细分。通过STP理论和服务营销理论的阐述，结合波特五力模型和SWOT模型分析工具的应用，着重对北京产后护理市场的供求环境及情况进行详细的分析，，形成适用于当前北京市场的一份商业策划书。将目前北京月子会所行业的商业模式分为三种，分别是高端月子会所，中端月子会所，低端家庭保育中心。出于对北京大多数白领客户的消费理念，既注重品质又重视价格的考虑，因此把新建的月子会所进入北京市场的商业模式锁定为中端月子会所，同时采取标准化高品质服务与经济型公寓相结合的商业模式，并对实施这种商业模式的关键点、客户价值、投资效益及风险进行了详细的分析。
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719
本文编号：2340534
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719
【参考文献】
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本文编号：2340534
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