近年来，全国各地都在如火如荼的开发和建设个性化的特色小镇，如何高质量推进特色 小镇建设，找准定位，明确发展方向，一直困扰着我们。特色小镇建设与房地产业和养老产 业相互结合，为特色小镇建设助添活力，这既是房地产业开发新的“外延”，同时也是特色小 镇产业发展的新的“突破点”，两者相结合，为产业融合、经济发展找到了新的“平衡点”与 “增长点”。 目前，我国特色小镇发展迅猛，各地均热衷于特色小镇的建设。在此背景下，如何能正 确引导特色小镇的建设，探索和研究出一条适合地方发展、符合特色小镇建设需求的养老地 产开发模式，为养老地产的开发提供理论和依据，显得十分必要和迫切。 本文首先分析了国内外养老地产项目的基本概念，并且提出了特色小镇基地的概念、养 老地产的概念，在此基础之上提出马斯洛需求理论、市场细化理论和人口学理论，运用 PEST 分析的方法分析了当前月塘小镇发展养老项目的外部环境以及外部环境对于特色小镇地产项 目的有利影响以及不利影响。进而分析了发展特色项目的基本原则和总体思路，提出地产+ 养老项目的开展模式，包括功能模式、融资模式、运营管理模式。最后，以仪征月塘特色小 镇最为实证项目去详细分析特色小镇的发展模式，探究了特色小镇的建设地点，项目定位、 规划设计、主要建设内容等等。 本文以江苏扬州月塘特色小镇的建设作为具体的研究对象，对月塘镇的经济环境、自然 环境、社会环境、行业环境等进行全面梳理，系统阐述以养老地产为题材的特色小镇发展模 式的特点，提出了适合特色小镇养老地产项目最佳运营模式。 关键词：宁镇扬一体化；养老地产；特色小镇；运营模式II Abstract In recent years, individualized characteristic towns are developing and constructing individualized characteristic towns in full swing all over the country. The product derived from the combination of real estate industry and characteristic industries is old-age real estate, which is not only a new extension of real estate industry development, but also a new breakthrough point in the development of characteristic towns'industry. Industrial integration and economic development have found a new balance point and growth point. At present, despite the rapid development of small towns with Chinese characteristics, all regions are keen on the construction of small towns with Chinese characteristics. However, in this context, how to correctly guide the construction of characteristic towns, explore and research a suitable local development, in line with the needs of the construction of Characteristic Towns of old-age real estate development model, to provide a theoretical basis for the development of old-age real estate, it is very necessary and urgent. Firstly, this paper analyses the basic concepts of pension real estate projects at home and abroad, and puts forward the concepts of characteristic town base and pension base. On this basis, it puts forward Maslow's demand theory, market refinement theory and demography theory, and uses PEST analysis method to analyze the external environment of the development of pension projects in Yuetang Town and the external environment for characteristic town real estate. Advantageous and adverse effects of the project. Then it analyses the basic principles and general ideas of developing characteristic projects, and puts forward the development mode of real estate + pension projects, including functional mode, financing mode, operation and management mode. Finally, the most empirical project of YizhengYuetang characteristic town is used to analyze the development mode of characteristic town in detail, and explore the construction site, project positioning, planning and design, main construction content and so on. This paper takes the construction of Yuetang characteristic town in Yangzhou, Jiangsu as the specific research object, combs the economic environment, natural environment, social environment and industry environment of Yuetang town, systematically expounds the characteristics of the development model of Yuetang characteristic town with the theme of pension real estate, and puts forward the best operation model of pension real estate project for characteristic town. Key words： integration；Old-age real estate；Characteristic town；Operating modelIII 目录 第一章 绪论............................................................................................................................................................. 1 1.1 选题背景及研究意义 ............................................................................................................................... 1 1.1.1 选题背景及依据 ........................................................................................................................... 1 1.1.2 研究意义 ....................................................................................................................................... 4 1.2 国内外研究综述 ....................................................................................................................................... 5 1.2.1 国外养老地产研究综述 ............................................................................................................... 5 1.2.2 国内养老地产研究综述 ............................................................................................................... 6 1.3 研究内容及思路 ....................................................................................................................................... 9 1.3.1 研究内容 ....................................................................................................................................... 9 1.3.2 研究思路 ....................................................................................................................................... 9 1.4 研究的方法 ..............................................................................................................................................11 1.4.1 文献研究法 ..................................................................................................................................11 1.4.2 实地调研法 ...................................................................................................................................11 1.4.3 案例研究法 ..................................................................................................................................11 第二章 理论基础................................................................................................................................................... 12 2.1 特色小镇及养老地产概述 ..................................................................................................................... 12 2.1.1 特色小镇基本概念及特征 ......................................................................................................... 12 2.1.2 养老地产基本概念及特征 ......................................................................................................... 13 2.2 理论基础 ................................................................................................................................................. 15 2.2.1 马斯洛需求层次理论 ................................................................................................................. 15 2.2.2 市场细化理论 ............................................................................................................................. 15 2.2.3 人口学理论 ................................................................................................................................. 16 第三章 特色小镇养老地产宏观环境分析 ........................................................................................................... 17 3.1 养老地产行业宏观环境 PEST 分析...................................................................................................... 17 3.1.1 政策环境 ..................................................................................................................................... 17 3.1.2 经济环境 ..................................................................................................................................... 20 3.1.3 社会环境 ..................................................................................................................................... 21 3.1.4 技术环境 ..................................................................................................................................... 26 3.2 探索符合我国国情和地方实际的新型养老地产 ................................................................................. 27 3.2.1 养老地产市场需求分析 ............................................................................................................. 27 3.2.2 国内主要养老模式及存在的问题 ............................................................................................. 28 3.2.3 目前中国的养老地产特征 .......................................................................................................... 29 3.3 宏观环境对特色小镇养老地产的影响 ................................................................................................. 30 3.3.1 有利影响 ..................................................................................................................................... 30 3.3.2 不利影响 ..................................................................................................................................... 31 第四章 仪征月塘特色小镇养老地产项目运营模式分析.................................................................................... 33 4.1 小镇建设基本情况 ................................................................................................................................. 33 4.1.1 月塘镇基本情况 ......................................................................................................................... 33 4.1.2 文化旅游环境 ............................................................................................................................. 33 4.1.3 产业发展环境 ............................................................................................................................. 34 4.1.4 社会环境 ..................................................................................................................................... 34 4.2 项目开发模式构建小镇地产项目开发与运营 ..................................................................................... 35 4.2.1 建设地点以及总体布局 ............................................................................................................. 35 4.2.2 项目定位 ..................................................................................................................................... 36IV 4.2.3 规划设计依据及原则 ................................................................................................................. 37 4.2.4 主要建设内容及规模 ................................................................................................................. 37 4.2.5 项目融资模式 ............................................................................................................................. 42 4.2.6 项目运行管理模式 ..................................................................................................................... 42 4.2.7 项目销售盈利模式 ..................................................................................................................... 43 4.3 小镇地产项目运营模式存在的问题 ..................................................................................................... 43 4.3.1 养老住宅市场功能模式不健全 .................................................................................................. 43 4.3.2 融资渠道单一 .............................................................................................................................. 44 4.3.3 运营管理一体化不足 .................................................................................................................. 44 第五章 特色小镇养老地产项目运营模式优化.................................................................................................... 46 5.1 特色小镇养老地产开发的原则和思路 ................................................................................................. 46 5.1.1 基本原则 ..................................................................................................................................... 46 5.1.2 总体思路 ..................................................................................................................................... 47 5.1.3 发展模式优化策略 ..................................................................................................................... 48 5.2 “地产+养老”开发模式构建 ............................................................................................................... 49 5.2.1 功能模式构建 ............................................................................................................................. 50 5.2.2 融资模式构建 ............................................................................................................................. 52 5.2.3 运营管理模式构建 ..................................................................................................................... 55 第六章 研究结论和展望....................................................................................................................................... 59 6.1 研究结论及主要工作 ............................................................................................................................. 59 6.2 研究展望 ................................................................................................................................................. 59