我国养老机构创建强势品牌研究

发布时间：2018-01-25 09:16

本文关键词： 养老机构品牌发展路径　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国老龄化程度的不断加重,养老问题受到各界人士以及政府的高度关注。由于人们的生活工作习惯和观念的改变,传统的养老模式面临巨大挑战,人们对机构养老的认可度日益提高。机构养老已经不单单是对养老模式的一种补充,更是起到支撑的作用。虽然我国机构养老有着巨大的发展空间和市场需求,但是由于供需不平衡、制度不完善、资金不到位等诸多因素,我国养老机构的发展速度受到了很大的限制。我国经济进入转型期后,服务业在经济发展所处的地位与日俱增,养老产业作为蓝海产业,在服务业中所占的比重也是越来越高。伴随着供给侧改革的大环境,国家越来越重视品牌对于推动供需升级的作用,为了使养老机构能够更好更快的发展,养老机构的品牌建设就显得非常有必要。可是长期以来,国内外的学者专家更多的是从供需和政府政策等方面来探讨养老机构的发展,鲜有人从品牌角度来研究养老机构。因此,养老机构与品牌的融合研究是当前背景下需要迫切解决的问题。本文试图通过品牌的理论来寻求养老机构的发展途径,其研究内容分为三个部分。第一部分通过对服务品牌及养老机构相关文献进行梳理和总结,并提出所需的理论基础。第二部分通过分析我国养老机构的现状,提出养老机构品牌建设的必要性。第三部分对我国养老机构进行案例分析,并通过对前两部分内容进行分析,提出我国建设养老机构强势品牌的具体发展路径。
[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.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669.6;F719

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