基于战略定位的南京YH养老院商业模式创新研究
发布时间：2018-07-17 06:01
【摘要】：本世纪初,中国即已全面进入老龄社会,成为世界上老龄人口最多的国家。庞大的老年人口带来了万亿级的养老服务市场,养老服务供给的市场化、民营化是未来发展的必然趋势。但是,当前中国的养老产业现在还处于一个起步阶段,从直接提供养老服务的养老院行业来看,民办市场化运作的养老机构与公办福利性质的养老院之间还存在明显差距,大部分民办养老机构还存在生存性困难。没有不赚钱的行业,只有不赚钱的模式,从战略管理角度,分析并改进民办养老机构的商业模式,无论对中国的经济还是社会发展都具有重要意义。南京YH养老院是南京地区较为典型的民办养老机构,其“医养融合”的业务功能正是国家所大力提倡和推广的。本文基于战略管理等有关理论,运用实证研究和案例研究方法,针对YH养老院的商业模式进行了分析和创新。首先,阐述本文的选题背景和研究意义,通过梳理战略管理、战略定位以及商业模式的相关理论研究综述和国内外研究现状,得出在战略管理中,必先要求战略定位,而战略定位呼唤商业模式创新,商业模式创新推动战略管理走向深入这样一个逻辑关系。随后,按照这样的逻辑关系,通过实证研究,重点分析YH养老院所处于的宏观环境以及自身的微观环境,通过SWOT分析法得出其在未来应当采取积极进攻的战略导向和差异化的战略定位。再次,运用商业模式画布法,对YH养老院现行商业模式的九大因素进行分析,找到存在的问题和可供创新改进的方向。最后,运用模块分析法,立足YH养老院未来发展的战略定位,对其商业模式提出了业务创新、运营创新、盈利创新三大模块共十条创新路径,使得整个YH养老院的经营管理形成一个较为完备的闭环结构。本文通过对YH养老院商业模式创新研究,旨在提出对中国民办养老院在明晰战略定位的基础上,创新优化自身商业模式的创新路径,在YH养老院商业模式的创新设计中,有关定制化服务、信息化建设、互助式养老可能对民办养老院更好地实现从福利机构向市场化方向转型具有一定的借鉴和参考意义。
[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.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D669.6
本文编号：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.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D669.6
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