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广禾养老文化苑发展战略研究

时间:2020-08-04来源:发展战略

随着中国老龄人口占比的快速提升,养老成为关系国计民生的重要问题。虽 然在国家及各级地方政府的引导和支持下,民间资本积极参与养老院建设,子女 也越来越重视父母的老年生活情况,但是养老问题依然没有得到很好的解决。目 前养老企业普遍规模偏小,缺乏长期发展战略,不能满足大部分老年人希望留在 家中养老及获得多元化养老服务的需求。社区居家养老作为一种新型养老模式, 使老年人可以不用离开自己熟悉的家,就能够获得养老服务,受到老年人的普遍 欢迎。然而,这种养老模式还在尝试阶段,没有规模发展。

随着中国老龄人口占比的快速提升,养老成为关系国计民生的重要问题。虽 然在国家及各级地方政府的引导和支持下,民间资本积极参与养老院建设,子女 也越来越重视父母的老年生活情况,但是养老问题依然没有得到很好的解决。目 前养老企业普遍规模偏小,缺乏长期发展战略,不能满足大部分老年人希望留在 家中养老及获得多元化养老服务的需求。社区居家养老作为一种新型养老模式, 使老年人可以不用离开自己熟悉的家,就能够获得养老服务,受到老年人的普遍 欢迎。然而,这种养老模式还在尝试阶段,没有规模发展。

广禾养老文化苑是一家提供老年人照护服务和娱乐服务的企业,成立于 2016年,目前仍处于起步阶段。近年来,企业规模扩展受限,所能够提供的养 老服务内容也逐渐不能满足现有老年人群体的需要,进而导致企业竞争力逐年 下降。通过初步研究,认为建立连锁社区居家养老服务站可以帮助企业快速扩展 规模,开展更多养老服务项目,并且社区居家养老与养老院养老服务模式能够互 相结合,形成完善产业链,促进中国养老问题的解决。

本文以广禾养老文化苑为例,依据战略管理理论,在参考相关文献的基础上, 结合企业实际情况,通过对宏观微观经济情况和企业内部各种因素分析,制定出 适合企业融合社区居家养老模式的发展战略和实施方案,帮助养老企业通过增 加社区居家养老服务站方式进行快速扩展,实现规模化经营,并降低企业成本, 提升企业竞争能力。首先,通过对养老产业的分析,企业战略理论和养老产业状 况相关文献的梳理,为企业战略分析制定奠定基础。其次,通过对广禾养老文化 苑的现状进行分析,发现企业存在利润水平下降、企业内部管理混乱和床位扩展 能力有限等问题,而这些问题的成因在于企业没有长期发展规划,管理体系不健 全,养老服务模式单一和缺乏对政策的关注等。再次,通过对企业的外部和内部 环境进行分析,明确广禾养老文化苑面临中国老龄人口数量持续快速增长,养老


服务和产品的需求量与满足量差异较大,养老行业还没有全产业链企业,以及处 于政策支持范围内等发展机遇。明确广禾养老文化苑自身优势在于企业所属的 养老行业市场规模快速壮大,可以通过建立统一支撑平台,支持多种养老服务模 式,并且企业具备强有力的企业文化,所在位置地处4A景区,有便利的自然资 源等;最后本文提出广禾养老文化苑的战略目标,短期目标是建立社区居家养老 服务站,与现有养老院形成资源共享。长期目标是形成养老企业全产业链运营模 式,成为行业龙头。在此目标指导下,为广禾养老文化苑设计了以加强战略为主, 成本控制战略为辅的发展战略,快速建立社区居家养老服务站,形成连锁机构, 加快企业发展速度。并从人力资源储备开始实施计划,慎重选拔养老服务站站长, 制定人才激励计划,筛选目标社区进行考察,充分利用社区周边资源;为了顺利 实施战略,广禾养老文化苑需要建立相应保障措施,统一企业文化,使全体员工 理解公司愿景使命,形成统一价值观,建立跨职能部门的战略管理部,监督发展 战略实施情况并给出调整建议,建立统一财务系统加强资金管理,建立统一信息 平台,提升企业管理能力,降低运营成本。

关键词:

社区居家养老,发展战略,养老服务


Abstract

Research on The Development Strategy of Guanghe Cultural

Nursing Home

Old-age care has become an important issue related to national economy. In china, old-age care has not been well resolved. At present, the pension enterprises are generally small in size and lack of long- term development strategies, which cannot meet the needs of most elderly people who want to stay at home and receive diversified pension services. As a new type of old-age care model, community home care for the elderly allows the elderly to get old-age services without leaving their familiar home, which is generally welcomed by the elderly. However, t his old-age care model is still in the t rial st age, and t here is no scale development.

Guanghe Cultural Nursing Home is an enterprise that provides care and entertainment services for the elderly. It was established in 2016 and is still in its infancy. In recent years, the expansion of the scale of enterprises has been limited, and the content of old-age care services that they can provide has gradually failed to meet the needs of the existing elderly population, which has led to a decline in the competitiveness of enterprises year by year. Through preliminary research, it is believed that the establishment of a chain community home care service station can help enterprises to rapidly expand their scale and carry out more care service projects, and that the community home care service and the nursing home care service model can be combined to form a perfect industrial chain and promote the solution


of China's old-age care problems..

This article takes Guanghe Cultural Nursing Home as an example, based on strategic management theory, on the basis of referring to relevant literature, combined with the actual situation of the enterprise, through the analysis of the macro and microeconomic conditions and various factors within the enterprise, to formulate a family home care suitable for enterprise integration community The development strategy and implementation plan of the model help the pension enterprise to expand rapidly by adding community home pension service stations, realize large-scale operation, reduce enterprise costs, and enhance the competitiveness of the enterprise. First of all, through the analysis of the old-age industty, the enterprise strategy theory and the related literature of the state of the old-age industry, it will lay the foundation for the formulation of enterprise strategic analysis. Secondly, through the analysis of the current situation of Guanghe Cultural Nursing Home, it is found that the company has problems such as declining profits, chaotic internal management and limited bed expansion capacity. The causes of these problems are that the company has no long—term development plan and the management system is not perfect. The old-age service model is single and lacks attention to policies. Thirdly, by analyzing the external and internal environment of the enterprise, it is clear that Guanghe Cultural Nursing Home is facing a continuous and rapid increase in the number of elderly people in China, and the demand and satisfaction of elderly care services and products vary greatly. There is no enterprise with a full industry chain in the elderly care industry. Development opportunities within the scope of policy support. It is clear that the


advantages of Guanghe Cultural Nursing Home are that the market of the elderly industry to which the enterprise belongs is rapidly growing. It can support a variety of elderly care service models by establishing a unified support platform, and the enterprise has a strong corporate culture. The location is located in the 4A scenic area. Convenient natural resources, etc. Finally, this article puts forward the strategic goal of Guanghe Cultural Nursing Home. The short-term goal is to est ablish a commu nity home care service station to share resources with existing nursing homes. The long-term goal is to form a whole industry chain operation model for pension enterprises and become the industry leader. Under the guidance of t his goal, a development strategy was designed for Guanghe Cultural Nursing Home, which is mainly based on strengthening strategies and supplemented by cost control strategies. It quickly established community home elderly care service stations, formed chain organizations, and accelerated the development of enterprises. And imp 1 ement the plan from the human resources reserve, carefully select the head of the elderly service station, formulate a talent incentive plan, screen the target community for inspection, and make full use of the surrounding resources of the community; in order to successfully imp1ement the strategy, Guanghe Cultural Nursing Home needs to establish corresponding safeguards Unify corporate culture, make all employees understand the company's vision and mission, form unified values, establish a strategic management department of cross-functional departments, monitor the imp1ementation of development strategies and give adjustment suggestions, establish a unified financial system to strengthen fund management, establish a unified information platfonn, and enhance


Enterprise management capabilities to reduce operating costs.

Keywords:

Community Pension, Development Strategy, Pension Service


1章绪论 1

1.1研究背景与研究意义 1

1.2研究方法与研究内容 2

1.3理论基础和文献综述 3

2 广禾养老文化苑的发展现状和问题 9

2. 1广禾养老文化苑概况 9

2. 2广禾养老文化苑现状评价 10

2.3广禾养老文化苑发展存在的问题和原因 11

3 广禾养老文化苑战略环境分析 14

3. 1广禾养老文化苑外部环境分析 14

3.2广禾养老文化苑内部环境分析 19

3. 3广禾养老文化苑SWOT分析 23

4 广禾养老文化苑战略制定及实施 32

4. 1广禾养老文化苑战略规划的目标 32

4. 2广禾养老文化苑战略的选择 32

4.3广禾养老文化苑战略的实施 35

4.4广禾养老文化苑战略实施的保障措施 37

结论 41

参考文献 43

致谢 46

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