汇编出版,采用影印、缩印或者其它方式合理复制学位报告。 本学位报告属于: ( )1.经厦门大学保密委员会审查核定的保密学位报告, 于 年月日解密,解密后适用上述授权。 ( )2.不保密,适用上述授权。 (请在以上相应括号内打“ V ”或填上相应内容。保密学位报告 应是己经厦门大学保密委员会审定过的学位报告,未经厦门大学保密 委员会审定的学位报告均为公幵学位报告。此声明栏不填写的,默认 为公开学位报告,均适用上述授权。) 声明人(签名): >0卟年々月叫曰 摘要 随着人口老龄化脚步的加快、家庭结构日趋小型化、家庭养老功能日渐弱化, 传统的养老方式正面临着严峻的挑战。为减轻子女和家庭的负担,越来越多的老 年人改变传统观念坦然地离开家庭走进社会养老机构颐养天年,从而促进了城市 老年服务设施/行业的迅速发展。人们对养老问题的关注和对养老机构的接受认 可程度的提升,为民营养老机构的发展提供了极大的契机。而一个好的民营养老 机构,要能实现既能为老年人提供优质的养老服务,又能使企业自身得到良性的 发展,首先需要一个科学的策划方案。科学的策划方案是民营养老机构能有效运 营的起点。本文将运用所学的管理理论,分析与制定福建省正大投资发展有限公 司投资经营的养老院一万善夕阳红老年公寓的项目策划方案。 根据对万善夕阳红老年公寓的SWOT分析,明确了万善夕阳红老年公寓在内 部条件方面,与竞争对手相比所具有的优势与劣势,在外部市场环境方面所面临 的竞争威胁与有利的市场机会。报告在对万善夕阳红老年公寓项目的优劣和劣 势、机会与危险分析的基础上,认为其应该选择SO战略,即充分利用外部环境 的机会,充分发掘内部的优势资源,以求得发展,并提出了万善夕阳红老年公寓 的连锁化管理模式。但对于万善夕阳红老年公寓所存在的固有的劣势,如专业人 才问题、品牌推广等方面的问题,报告提出釆取引起政府的重视并注重政府的引 导、注重品牌形象营销、提供人性化特色化服务、加强与社会合作与外部沟通以 及人力资源的管理等措施来解决。 由于本文篇幅和时间的限制,文章对民营养老机构的项目策划方案的分析研 究还有很多不足。尤其是养老院的具体开发模式和营销战略,目标市场的选择和 细分等过程都具有较强的限制条件。在不断变化的经济环境和竞争环境下该如何 寻求突破点,制定新的战略,扩大发展还是逐步退出等都是具有较强挑战性的研 究课题。 关键词:老年人;民营养老院;万善夕阳红老年公寓;项目方案 Abstract As aged tendency of population speeding up, increasingly miniaturization of family structure, family endowment functions increasingly weaken, the traditional pension is facing severe challenges. As the traditional pension liability to the social transformation, in order to alleviate the burden of their children and family, more and more old people to change traditional ideas openly salary men leave home into the social Private Welfare Institution for the Aged. Thus began to promote the rapid development of the urban elderly service facilities/industry. Value of pension issues and acceptance of the nursing home in ascension, for the development of the Private Welfare Institution for the Aged provides a great opportunity. And a good private welfare institution for the aged,to be able to achieve both can offer high quality for the elderly pension services,and to make the benign development of the enterprise itself,you first need a scientific planning scheme. Scientific planning scheme is the starting point of private pension institutions can operate efficiently. This article will use the management theory, analysis and making Fujian province ZhengDa investment development co. LTD. Management of nursing home _ Wan Shan sunset elderly apartment project planning scheme. Based on the SWOT analysis of the wan Shan sunset elderly apartment, has been clear about the wan Shan sunset elderly apartment in terms of internal conditions, compared with the competitors have advantages and disadvantages, in terms of external market environment facing the competitive threat and favorable market opportunities. Papers on the wan Shan sunset elderly apartment project merits and disadvantages, opportunities and risk analysis, on the basis of its should choose SO strategy, namely take full advantage of the opportunity of the external environment, fully tap the advantages of internal resources, to seek development,and put forward the wan Shan sunset the chaining elderly apartment management mode. But for wan Shan sunset glow, there exists the inherent disadvantage of senile apartment, such as professional talents, brand promotion,etc, this paper puts forward that to cause the attention of the government and pay attention to the government guidance, pay attention to brand image marketing and provide characteristic service, strengthening the cooperation with society and external communication and human resource management measures to deal with. Due to limit of space and time in this paper, the analysis of the project plan of private pension institutions research there are still many shortcomings. Especially nursing home specific development mode and marketing strategy, target market selection and subdivision process such as strong constraints. In the changing economic environment and competition environment how to seek breakthrough, a new strategy to expand development is gradually withdraw from is strong challenging research subject. Key words: Aged, Private Welfare Institution for the Aged, Wan Shan sunset elderly Apartment, Project Plan. 目录 % 1 韋 1 1.1报告研究背景 1 1.2相关理论综述 3 13项目背景介绍 7 1.4报告研究的目的和意义 8 1.5报告研究内容、方法和框架 9 第2章万善夕阳红老年公寓的环境分析 10 2.1宏观环境分析 10 2.2行业环境分析 12 2.3项目的内外部环境分析 13 第3章万善夕阳红老年公寓项目的策划 18 3.1项目的必要性分析 18 3.2项目的可行性分析 18 3.3项g的发展目标 25 3.4项目的经营模式 26 第4章万善夕阳老年公寓项目的实施 27 4.1项目资金融资与筹措 27 4.2组织结构的设计 27 4.3销售策略 30 4.4灵活经营 31 第5章万善夕阳老年公寓项目预期的风险分析 33 5.1预期的风险 33 5.2预期风险的防范 34 第6章结论 39 6.1主要成果 39 6.2报告不足 39 6.3研究展望 39