I 医养结合模式下 A 养老院商业计划书 摘要 随着中国人口老龄化进程的不断加快，老龄人口的不断增长， 我国正在经历着世界历史上规模最大、速度最快的老龄化过程。 中国人养老问题越来越多的得到了政府、社会、老百姓、企业等 各方面的重视。国家层面几乎每年都有政策或法规出台促进养老 服务发展。另一方面，随着家庭养老功能的减弱，而现有机构养 老、社区养老等养老方式不管从量上还是质上都无法满足现在的 养老需求。A 养老院项目正是基于以上社会发展方向和市场趋势， 结合国家“医养结合”概念和政策的风口而进行研究探索。目的 在于找出一条适合中国未来养老院发展，并且具有可行性的方案。 本商业计划书阐述了医养结合模式下 A 养老院项目概况，明 确了其盈利模式、核心竞争力，并通过 SLEPT 模型和波特五力模 型分别分析了 A 养老院面临的宏微观环境。同时分析了客户需求 特征及竞争对手的优劣势，利用 STP 市场细分策略和 4Ps 营销策 略分析，明确了 A 养老院项目的市场定位，服务、促销、价格等 营销策略。在运营计划里介绍了组织架构、管理团队，根据企业 生命周期理论阐述了不同发展时期的运营战略。最后对项目商业 计划进行了五年的财务预测与分析，并对执行计划做出总结概要。 通过研究我们认为，医养结合模式下 A 养老院项目符合未来 中国机构养老市场的发展方向。其优势在于根据医养结合概念打 造自己的商业模式。医养并重，互相促进，着力打造老年人的健 康管理，帮助入住老人以健康科学的方式生活，变被动的疾病治摘要 II 疗为主动的健康管理，将疾病防治重心前移，提高生活质量并节 约医疗费用。A 养老院项目追求达到两者之间最适合老年人养老 生活的平衡点，在有限的资源下，让其获得最大的收益，同时满 足老年人医疗和养老两大老年需求，提高老年人在机构养老时的 生活体验和生存质量，A 养老院的目标客户是具备一定经济消费 能力，并且对自身健康有较高要求的老年人群。 关键词，老龄化；机构养老；医养结合；商业计划Abstract III THE BUSINESS PLAN OFA RETIREMENT HOME USING INTEGRATING PENSION SERVICE WITH MEDICAL SERVICE MODEL ABSTRACT As the speeding up of the China’s aging process, and the growth of the aged population, China is experiencing an unprecedented process of aging with the biggest increase and the fastest developing in the world. And China will enter a deep aging society. The pension problem has already got more and more regards from the government, the society, companies and all the Chinese people. Every year, our country deliver the policy and rules to develop the pension service. On the other hand, as the weaken of Family Endowment, either the institution endowment or the community endowment can afford the need of pension service for both quality and quantity. Being based on the trend of the development of aging population, and following the idea of ‘integrating pension service with medical service’, we decide to research the Retirement Home A business plan to find a feasible scheme for the future of China. This business plan illustrates the general situation of Retirement Home A based on the integrating pension service with medical service model, and give out its profit model and core competitiveness. I also try to use SLEPT Model and Porter’s Five Forces Model to analyze the micro and macro environment which met by Retirement Home A. At the same time, the business plan analyze the characteristics of customer demand and the strengths and weaknesses of the threats. I also work out a marketing strategy of service, promotion and price by using the STP marketing segmentation and 4Ps strategy analysis. In the chapter of operation plan, the business plan introduces the organizational structure, management team and the operation strategy of different development periods, according to the theory ofAbstract IV enterprise life-cycle. At the end of the business plan, I analyze and estimate the financial statement for future five years of Retirement Home A, and execute the plan and get the summary. Through study we think the Retirement Home A meet the direction of the development of institution for old-age care of future of China. The advantage of the Retirement Home is using integrating pension service with medical service model. We should put an equal premium on both medical service and pension service, making them promote each other, and focus on building the health management to the elder. Help the elder live in healthy lifestyle, and change the the passively disease treatment to active health management, to improve the living quality and decease the cost of medicine. In order to reach the balance point between the two and find out the best way of pension service with the limited resources, and satisfy the requirement of life and medical at same location. And then we can get the maximum benefit for the aging population and deliver them a better quality of life. The target customer of Retirement Home A is the aging people who have the economic capacity and have a higher requirement on the health care. Name，____Xu Di____ Supervised by，__Zhang Kejing____ KEY WORDS: aging process; institution endowment; integrating pension service with medical service; business plan.目 录 - VI - 目 录 摘要.............................................................................................................................I ABSTRACT..............................................................................................................III 第一章 绪论................................................................................................................1 1.1 报告研究的背景及意义...................................................................................1 1.1.1 背景............................................................................................................ 1 1.1.2 研究意义....................................................................................................3 1.2 研究内容和方法...............................................................................................4 1.2.1 研究内容....................................................................................................4 1.2.2 研究方法....................................................................................................6 1.2.3 技术路线....................................................................................................7 第二章 医养结合模式下 A 养老院项目分析.........................................................8 2.1 A 养老院项目概述...........................................................................................8 2.2 A 养老院服务介绍...........................................................................................9 2.2.1 服务概述....................................................................................................9 2.2.2 服务特色与核心竞争力.........................................................................11 2.3 A 养老院品牌价值主张.................................................................................11 2.4 本章小结......................................................................................................... 12 第三章 机构养老行业分析.....................................................................................13 3.1 机构养老行业发展概况及趋势....................................................................13 3.1.1 机构养老行业发展现状.........................................................................13 3.1.2 机构养老行业发展趋势.........................................................................14 3.2 机构养老行业宏观环境分析........................................................................15 3.2.1 社会文化环境..........................................................................................15 3.2.2 法律环境..................................................................................................17 3.2.3 经济环境..................................................................................................17 3.2.4 政治环境..................................................................................................19 3.2.5 科技环境..................................................................................................21目 录 - VII - 3.3 机构养老行业微观环境分析........................................................................21 3.3.1 供应商的议价能力................................................................................. 22 3.3.2 购买者的议价能力................................................................................. 22 3.3.3 新进入者障碍..........................................................................................22 3.3.4 替代品......................................................................................................23 3.3.5 同业竞争程度..........................................................................................24 3.4 医养结合模式下 A 养老院面临的机遇和威胁..........................................24 3.4.1 机遇分析..................................................................................................25 3.4.2 挑战分析..................................................................................................26 3.5 本章小结......................................................................................................... 26 第四章 医养结合模式下 A 养老院客户分析.......................................................27 4.1 目标客户分析.................................................................................................27 4.2 消费行为特点.................................................................................................27 4.3 影响消费行为的主要因素............................................................................29 4.3.1 客观限制..................................................................................................29 4.3.1 主观意愿..................................................................................................30 4.4 医养结合模式下 A 养老院市场调查问卷和分析......................................30 4.4.1 问卷调查结果..........................................................................................31 4.4.2 问卷调查分析..........................................................................................33 4.5 本章小结......................................................................................................... 43 第五章 医养结合模式下 A 养老院竞争对手分析.............................................. 45 5.1 主要竞争对手分析.........................................................................................45 5.2 主要竞争对手优劣势分析............................................................................46 5.3 A 养老院 SWOT 分析....................................................................................48 5.4 A 养老院差异化战略分析.............................................................................49 5.5 本章小结......................................................................................................... 51 第六章 医养结合模式下 A 养老院市场营销计划.............................................. 52 6.1STP 战略分析..................................................................................................52 6.1.1 市场细分..................................................................................................52 6.1.2 目标市场选择..........................................................................................53 6.1.3 市场定位..................................................................................................54 6.2 服务策略......................................................................................................... 55 6.3 价格策略......................................................................................................... 56目 录 - VIII - 6.4 推广策略......................................................................................................... 57 6.5 本章小结........................................................................................................58 第七章 医养结合模式下 A 养老院运营计划.......................................................59 7.1 企业发展概况.................................................................................................59 7.2 管理团队与组织结构.....................................................................................59 7.3 项目实施......................................................................................................... 63 7.3.1 企业初创期战略......................................................................................64 7.3.2 企业成长期战略......................................................................................64 7.3.3 企业稳定期战略......................................................................................65 7.3.4 企业战略总结调整期.............................................................................65 7.4 风险控制......................................................................................................... 65 7.4.1 政策风险与对策......................................................................................65 7.4.2 市场风险与对策......................................................................................66 7.4.3 财务风险与对策......................................................................................66 7.4.4 运行与技术风险与对策.........................................................................66 7.4.5 人才流失风险与对策.............................................................................67 7.5 本章小结........................................................................................................67 第八章 医养结合模式下 A 养老院财务计划.......................................................68 8.1 资金需求明细及使用规则............................................................................68 8.1.1 初期资金需求..........................................................................................68 8.1.2 运营期资金需求......................................................................................69 8.2 收入预测......................................................................................................... 69 8.3 融资方案和资本构成.....................................................................................70 8.4 资金退出方案.................................................................................................71 8.5 财务报表预测.................................................................................................71 8.5.1 利润表预测..............................................................................................71 8.5.2 现金流量表预测......................................................................................73 8.5.3 资产负债表预测......................................................................................74 8.6 净现值（NPV）分析.....................................................................................75 8.7 社会效益......................................................................................................... 75 8.8 本章小结......................................................................................................... 76 第九章 执行摘要.....................................................................................................77 9.1 A 养老院项目简介.........................................................................................77目 录 - IX - 9.2 A 养老院项目市场规模和市场需求............................................................77 9.3 A 养老院独特资源.........................................................................................78