近年来，随着我国人民生活水平的日益提高，中国快速进入人口老龄化社会， 养老逐渐成为全民关注的民生问题，越来越多的老年人，开始摒弃传统的居家养 老方式，进入到配套及服务更加完善的养老机构进行养老。因此，国内涌现了一 大批高端综合性地产项目，养老地产项目是以老年人为主要客户群体，由保险、 理财、地产等行业相关进行开发的，具备处理老人日常生活所需以及医疗需求的 房地产类项目，并在项目内建立完善的服务体系为老人提供相应的生理和心理服 务，包括但不限于餐饮、无障碍居注医疗、文娱等内容。现阶段我国养老地产 也分为公寓型、社区型、共建型等多种方案。但由于国内养老地产仍处于发展初 始，受制于自身条件，并没有统一完善的发展框架，也就致使在养老地产行业中 没有可完整借鉴的商业模式。 本文通过问卷调查、实地调查、案例对比、文献分析等多种方法，运用九宫 格商业画布模型，结合YSZ宜老社区项目的现有经营状况和数据，将商业画布的 九要素分为三个板块，集合关键业务、合作伙伴、核心资源要素的经营基础板块； 集合客户细分、客户关系、价值主张、渠道通路的客户板块；集合收入来源、成 本结构的财务板块，详细剖析YSZ宜老社区项目现有的商业模式，并总结YSZ宜 老社区项目商业模式的完善方案和修改意见，进一步提升项目的收益能力和整体 运营效率。 文章经过对YSZ宜老社区项目商业模式的论证剖析，不仅能为提升项目的收 益能力和整体运营效率提供详细的方法与对策，并且可以参照该项目，构建成以 YSZ宜老社区为典型的养老地产项目的新型商业模式，对其他养老地产行业的发展 提供参考建议。 关键词：养老地产；商业模式；商业画布 I Abstract Inrecentyears,withtheimprovementofpeople'slivingstandardsinChina,China israpidlyenteringtheagingsociety,old-agecare,graduallybecomethepeople's livelihoodissuesofconcerntothewholepeople,moreandmoreelderlypeople,began toabandonthetraditionalwayofhome-basedold-agecare,intosupportingandbetter serviceofold-ageinstitutionsforold-agecare.Therefore,alargenumberofhigh-end comprehensiveold-agerealestateprojectshaveemergedinChina,old-agerealestateis builtbyrealestatedevelopersorothercommercialinvestmentinstitutionsforthe elderlylivingrealestateproducts,butalsotoimprovethebasiclifeandnursing facilitiesfortheelderlytoprovideacomprehensiveold-ageservicesysteminlinewith physiologicalandpsychologicalcharacteristics.Thisservicesystemtoresidential housingasthecore,withprofessionaloperationandmanagementteamasthesupport, loadhasresidentialold-age,life,care,medicalcare,cateringandentertainment,style andleisureandotherfunctions,andavarietyofforms,thereareprofessionalelderly apartments,elderlycommunities,ordinarycommunitypensioninstitutions, multi-communityco-builtold-ageservicefacilities.However,becausethedevelopment ofold-agerealestateisstillintheinitialstage,theactualsituationofeachprojectis different,resultinginenterprisesintheoperationofold-agerealestateprojectsbusiness modelselectionisalsodifferent. Throughquestionnairesurvey,fieldinvestigation,casecomparison,literature analysisandothermethods,combinedwithYSZYiLaocommunityproject managementmodel,futuredevelopmentneedsofspecificdataanddata,fromthe businessmodelcanvasofthethreemodulesnineelements,thatis,theoperationofthe basicmoduleofthekeybusinessThreeelements,partner,coreresources,customer modulecustomersegmentation,customerrelationship,valueproposition,channelfour elements,financialmodule'ssourceofincome,coststructuretwoelements,YSZYiLao communityprojectexistingbusinessmodelandoperatingstatusoftheanalysisand demonstration,throughtheperspectiveofYSZYiLaocommunityprojectbusiness modelelements,refinedtheYSZYiLaoCommunityProjectbusinessmodel improvementprogramtoimprovethebusinessefficiencyandprofitabilityofYSZYi LaoCommunityProject. ThepurposeofthispaperistoanalyzeanddemonstratethebusinessmodelofYSZ YiLaoCommunityProject,ontheonehand,itcanprovideaseriesofmethodsand countermeasurestoimprovetheoperationalefficiencyandprofitabilityofYSZYiLao communityproject,ontheotherhand,theprojectisusedasareferencetobuildanew businessmodelwithYSZYiLaocommunityasatypicalold-agerealestateproject,so astoprovidetheoreticalandtechnicalsupportforthehealthyandrapiddevelopmentof China'sold-agerealestateindustry. KeyWords：PensionRealEstate;BusinessModel;CommercialCanvas I 目录 第一章绪论............................................................................................1 1.1研究背景、研究目的及研究意义...................................................................1 1.1.1研究背景....................................................................................................................1 1.1.2研究目的....................................................................................................................2 1.1.3研究意义....................................................................................................................2 1.2研究内容与研究方法.........................................................................................2 1.2.1研究内容....................................................................................................................2 1.2.2研究方法....................................................................................................................3 1.3文献综述.............................................................................................................5 1.3.1地产相关文献............................................................................................................5 1.3.2养老相关文献............................................................................................................6 第二章商业模式画布及其适用性........................................................7 2.1商业模式研究...................................................................................................7 2.1.1不同视角下的商业模式研究....................................................................................7 2.1.2商业模式创新研究....................................................................................................8 2.2常用商业模式分析工具对比.........................................................................10 2.3商业画布理论的适用性.................................................................................12 第三章养老地产现状分析..................................................................14 3.1养老地产行业PEST模型的环境分析...........................................................14 3.1.1政治环境..................................................................................................................14 3.1.2经济环境..................................................................................................................15 3.1.3社会环境..................................................................................................................16 3.1.4技术环境..................................................................................................................16 3.2养老地产运营现状.........................................................................................17 3.2.1养老地产行业商业模式现状..................................................................................17 3.2.2养老地产行业盈利现状..........................................................................................18 3.3YSZ宜老社区简介..............................................................................................19 3.3.1YSZ宜老社区与传统项目区别...............................................................................20 3.3.2YSZ宜老社区现有商业模式概述...........................................................................22 第四章问卷调查与数据统计..............................................................26 II 4.1基于YSZ社区养老产品满意度调查的研究设计..........................................26 4.1.1YSZ社区养老产品满意度调查问卷基本内容.......................................................26 4.1.2YSZ社区养老产品满意度调查问卷的发放与收集...............................................27 4.2数据统计与分析.............................................................................................28 4.2.1客户满意度问卷数据统计结果..............................................................................28 4.2.