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MBA毕业论文_东养老地产行业商业模式分析设计与应用PDF

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山东作为全国老年人口第一大省,老年人的预期寿命不断延长,生活质量 和生活需求也不断提高。随着社会老龄化程度的不断加深,日益增长的老龄人 口对山东省及整个社会养老资源提出了越来越高的要求。一方面,老年人口比 例逐渐上升,要求社会资源向养老方面倾斜;另一方面,低龄老人总数上升, 要求提供更多样的养老方式。但随之而来的,却是养老服务需求与养老资源总 量不足、质量不高、分配不合理的矛盾逐渐显现,造成大量老年人无法顺利入 住养老机构,同时也造成大量养老资源的闲置。为了解决这一矛盾,不仅仅需 要增加养老资源的供给总量,还需要一种能够高效地利用有限的养老资源的手 段。因为目前老年人口对于养老资源的巨大需求与养老资源的大量闲置同时出 现,说明了目前养老资源管理手段的低效率。而养老地产的商业模式,正是通 过市场机制合理利用土地资源为老年人口提供养老服务的手段。研究成果如下: (1)本文对山东养老地产行业发展现状进行分析,利用AHP(层次分析 法)构建了山东养老地产行业发展待评价指标体系,利用专家调查法进行打分, 最终得到的评价结果为中等水平,山东养老地产行业发展仍面临较大阻碍。通 过PEST模型和波特五力模型的分析,山东养老地产行业所处的宏观环境和竞 争环境既有优势和机遇,也面临较大的威胁和挑战。总体而言,山东养老地产 存在床位供给水平低、养老设施用地指标落实不到位、空间供给差异明显等问 题,急需改进山东养老地产的商业模式。 (2)本文将结合“商业模式六要素”和对山东养老地产行业现状的分析结 果,对养老地产行业的商业模式进行重新设计,得到一种新的养老地产行业的 商业模式。在商业模式的重新设计中,坚持以降低成本、提高收入为目标,以 特定区位农村集体宅基地的联合开发为核心,以增加利益相关者为特色,以实 现各方利益相关者的共赢为手段,最终实现了在保证企业收入的条件下追求企 业运营的低成本,从而为老年人口提供价格适中、服务优质的养老服务。 (3)以山东济南地区为例,对济南养老地产发展现状进行深入剖析,并对 其未来发展前景和可能带来的效益进行分析。目前济南养老地产已经建立了居 家养老+机构养老、保险产品+实物养老、滚动开发等养老模式。未来,医养结 合、养老旅游、养老众筹、互联网养老等也成为济南养老地产发展的主要方向。 通过济南养老地产行业的发展,将会增加财政收入,给当地居民提供更多的就 业机会,居民收入也会随之提升。 综上所述,本文的研究对于推动山东济南地区养老地产行业的发展具有促 II 进作用,对于其他地区养老地产企业的发展也具有借鉴价值。 关键词:商业模式,养老地产,人口老龄化 III ABSTRACT As the country's largest province for the elderly population, Shandong's life expectancy has been continuously extended, and the quality of life and living needs have also been continuously improved. As the aging society continues to deepen, the growing aging population is placing increasing demands on the resources of the province and the entire society. On the one hand, the proportion of the elderly population is gradually rising, requiring social resources to lean toward the pension; on the other hand, the total number of young people is rising, requiring more ways of providing for the elderly. However, the contradiction between the demand for old-age services and the total amount of old-age resources, the quality is not high, and the distribution is unreasonable has gradually emerged, resulting in a large number of elderly people unable to smoothly stay in the old-age institutions, and also caused a large number of old-age resources to idle. In order to resolve this contradiction, it is not only necessary to increase the total supply of pension resources, but also a means of efficiently utilizing limited old-age resources. Because the current huge demand for old-age resources for the elderly population and the large amount of idle resources for the old-age resources appear at the same time, it shows the current inefficiency of the management methods of old-age resources. The business model of old-age real estate is the means to provide elderly people with old-age services through the rational use of land resources through market mechanisms. The research results are as follows: (1) This thesis analyzes the development status of Shandong old-age real estate industry, and uses AHP model to construct the evaluation index system of Shandong old-age real estate industry development, using expert survey method to score, the final evaluation result is medium level, Shandong pension real estate industry development Still facing greater obstacles. Through the analysis of PEST model and Porter's five-force model, the macro environment and competitive environment in Shandong's pension real estate industry have both advantages and opportunities, as well as major threats and challenges. In general, Shandong pension real estate has problems such as low bed supply level, inadequate implementation of land use indicators for old-age facilities, and obvious differences in space supply. It is urgent IV to improve the business model of Shandong pension real estate. (2) This thesis will combine the “six elements of business model” and the analysis of the status quo of Shandong pension industry to redesign the business model of the old-age real estate industry and obtain a new business model for the old-age real estate industry. In the redesign of the business model, we adhere to the goal of reducing costs and raising revenues, focusing on the joint development of rural collective housing sites in specific locations, and increasing the stakeholder to achieve a win-win situation for all stakeholders. Means, in the end, achieve the low cost of pursuing business operations under the condition of ensuring the income of enterprises, so as to provide elderly people with affordable and high-quality services. (3) Taking Jinan area in Shandong as an example, the status quo of Jinan's old-age real estate development is deeply analyzed, and its future development prospects and possible benefits are analyzed. At present, Jinan old-age real estate has established a pension model such as home pension + institutional pension, insurance products + physical pension, rolling development. In the future, the combination of medical care, old-age tourism, old-age crowdfunding, and Internet pension will also become the main direction for the development of Jinan's pension real estate. Through the development of Jinan's pension real estate industry, it will increase fiscal revenue, provide more employment opportunities for local residents, and increase residents' income. In summary, the research in this thesis can promote the development of the old-age real estate industry in Jinan, Shandong Province, and it can also be used as a reference for the development of pension real estate enterprises in other regions. KEY WORDS: Business Modle, Senior Housing, Aging of Population. V 目 录 第1章 绪论 ..................... 1 1.1 问题的提出 ........ 1 1.2 研究的目的和内容 ........................... 2 1.2.1 研究目的 . 2 1.2.2 研究内容 . 2 1.3 研究方法与结构 3 1.4 创新点 ................ 5 第2章 相关概念和文献综述 ........................ 7 2.1 相关概念 ............ 7 2.1.1 商业模式的概念 .................... 7 2.1.2 商业模式六要素 .................... 9 2.2 文献综述 ............ 9 2.2.1 国外文献综述 ........................ 9 2.2.2 国内文献综述 ...................... 10 2.2.3 文献综评 .............................. 11 第3章 山东养老地产商业模式现状 .......... 13 3.1 山东养老地产行业发展现状 ......... 13 3.2 山东养老地产商业模式分析 ......... 14 3.2.1 定位 ....... 14 3.2.2 现金流结构 .......................... 15 3.2.3 关键资源能力 ...................... 15 3.2.4 企业价值 .............................. 16 3.2.5 盈利模式 .............................. 16 3.2.6业务系统 16 3.3 山东养老地产行业发展评价 ......... 17 3.3.1 构建指标体系 ...................... 17 3.3.2 权重的计算 .......................... 18 3.3.3 综合评价 .............................. 20 第4章 山东养老地产商业模式存在的问题 ............................. 23 4.1 基于PEST模型的宏观环境分析 . 23 VI 4.1.1 政策环境 ............................. 23 4.1.2 经济环境 ............................. 24 4.1.3 社会环境 ............................. 26 4.1.4 技术环境 ............................. 28 4.2 基于五力模型的竞争环境分析 .... 28 4.2.1 高端养老公寓等行业内现有竞争者 ................ 29 4.2.2