A公司大陸養老照護服務市場的進入策略與經營模式研究

Abstract

21世紀初，中國大陸也開始步入了老齡化社會，並且隨著科學技術的發展和醫療衛生條件的改善，老年人的平均壽命有所延長，從而激化了老齡化迅速發展與當前養老照護服務不能滿足老年人養老需求之間的矛盾，因而大陸的老齡化問題日益突出，老年人的養老照護服務需要進一步的發展與創新。本文以A公司為例，從大陸的養老照護服務市場出發，通過對這一行業市場進行研究分析，挖掘其中的發展潛力，同時找出現階段發展過程所存在的問題，從而制定出相應的A公司的經營模式，以促進A公司在大陸養老照護行業的進一步發展。 本文首先從當前大陸人口老齡化的基本情況、結構特點、生活自理能力等角度，分析了現階段中國大陸的養老照護市場發展現狀，並結合國內外不同地區養老照護行業發展模式，總結了大陸養老照護行業發展可借鑒的一些經驗；其次，通過產業發展環境分析、大陸現有養老照護模式的比較分析，本文總結了大陸養老照護行業存在的問題與戰略機會；再者，就A公司內部環境分析，包括資源能力分析、現有經營模式及進入大陸市場的戰略設想；其次，從A公司SWOT分析與A公司發展之總體目標與進入戰略，規劃出A公司大陸養老照護服務市場之經營模式與盈利模式；最後，本文提出A公司大陸養老照護服務行業經營模式實施所採取的保障措施，如調整組織架構，加強人力資源建設，完善市場行銷體系，加大運營研發投入及加強財務投資和管控等，以穩固A公司大陸養老照護服務市場之永續經營。

At the beginning of the 21 century, mainland China has stepped into the aging society. With the rapid development of the technology and the improvement of the medical care condition, the average lifespan of the elderly has expanded, which results in the tension between the faster increasing demand of pension service and limited resource for the elderly. Therefore, the aging society problem stands out gradually and needs further development and innovation. facing such a critical problem, this research focuses on the aged-care service market in the mainland China, and attempts to explore feasible solution through systematic analysis for further making policy suggestions. Our research starts from reviewing relevant literature of this issue and then conducts current situation analysis on the aged-care market including basic characters, age structure and self-care ability, among others. We also make reference from the pension industry development pattern in different regions at home and abroad. Secondly, based on macro-environment analysis as well as comparative analysis of the existing old-age care model in mainland, this research summarizes the feasibility of in mainland China, and concludes existing problems of old-age care industry in China. Thirdly, this research undertakes a case study on company A's business model and discuss if such a service model is workable for the current problem. Based on the case study, our research suggests feasible development for mainland old-age care industry. Finally, this paper further articulates critical actions for the implementation of developing strategy, such as adjusting the organization structure, strengthening the construction of human resources and marketing system, increase operation and R&D investment, strengthen the financial investment and control, among others.