【作者】 陈丽；

【导师】 陈耀； 王金卿；

【作者基本信息】 扬州大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 随着老龄人口的加速扩大,老龄化社会程度日益加深,如何养老问题日益突出,党和政府高度重视养老产业发展,将积极应对人口老龄化上升为国家战略,出台了多项支持政策。房地产开发企业与物业管理企业是养老产业发展的重要力量,养老地产应运而生。随着市场规模不断扩大,市场主体数量不断增加,市场竞争开始激烈。养老地产在老人人口数量不断的增加中,面临着强大的市场机遇,但是如何在激烈的市场中生存和发展,是需要从战略层面进行规划的。本研究以HJ集团的养老地产业务为例,运用文献分析方法、数据分析、归纳方法、案例研究等方法,借助管理学的战略分析工具对HJ集团养老地产业务的外部环境和内部环境进行分析,外部环境从政治、经济、社会、技术四方面分析,内部环境从资源和能力方面分析,最后得出HJ集团的机遇和挑战、优势和劣势,为HJ集团养老地产业务发展战略的制定提供依据和指导。本研究运用SWOT分析工具分析得出,HJ集团养老地产业务应充分利用自身优势,同时抓住市场机遇,选择扩张型总体发展战略,并提出了从加强设计创新、基于现有市场扩大布局养老地产市场、利用集团优势整合养老地产相关资源、扩大专业队伍方式等方面作为总体战略的实施策略。本研究认为HJ集团应采取集中化的竞争战略。同时在竞争中,应采取市场目标集中化、产品集中化和资源集中化的实施策略。为保障HJ集团战略的顺利实施,本研究提出从变更组织结构、培养和建设养老地产专业化服务团队、采用多种融资方式等方面进行战略实施的保障。更多还原

【Abstract】 With the accelerated expansion of the aging population and the deepening of the aging society,the problem of how to provide for the elderly has become increasingly prominent.The party and the government attach great importance to the development of the elderly care industry,will actively respond to the rise of population aging into a national strategy,and has issued a number of support policies.Real estate development enterprises and property management enterprises are important forces in the development of pension industry,and pension real estate came into being.With the continuous expansion of market scale and the increasing number of market subjects,the market competition began to be fierce.With the increasing population of the elderly,pension real estate is facing strong market opportunities,but how to survive and develop in the fierce market needs to be planned from the strategic level.Taking HJ group’s pension real estate business as an example,this study analyzes the internal and external environment of HJ group’s pension real estate business with the help of strategic analysis tools of management by using the methods of literature analysis,data analysis,induction and case study,so as to provide basis and guidance for the formulation of HJ group’s pension real estate business development strategy.This study believes that HJ group’s pension real estate business should make full use of its own advantages and market opportunities,formulate an appropriate development model according to the market,adopt expansion strategy for development,and adopt differential concentration competition strategy.In order to ensure the smooth implementation of HJ group’s strategy,this study proposes to ensure the implementation of the strategy from the aspects of changing the organizational structure,cultivating and building a professional service team of pension real estate,and adopting a variety of financing methods.更多还原