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论文编号：	11804
作者编号：	2320170479
上传时间：	2020/6/22 8:21:20
中文题目：	TLJ养老机构的竞争战略研究
英文题目：	Research on Competitive Strategy of TLJ Co.,Ltd
指导老师：	田莉
中文关键字：	中小民营企业；竞争战略；聚焦低成本战略
英文关键字：	Small and Medium-sized Private Enterprise; Competitive Strategy; Focused Low-cost Strategy
中文摘要：	随着中国老年化的程度逐渐加深，越来越多的现有从事其他行业的企业和新竞争者看好这一领域的未来发展从而进入到养老服务行业参与竞争，而现阶段主要的问题是养老服务两极化分布、疏于战略规划、没有考虑消费者真正需求、各项政策措施无法到位、监管不完善、竞争情况较混乱、没有成熟的商业模式可以借鉴和盈利较困难等。养老服务行业在中国发展到今天，面对竞争格局尚未定型的市场，和新进入者不断涌现的竞争环境，养老服务提供者需要建立自己的竞争优势，并采取相应的竞争战略才能真正在市场中赢得一席之地。 TLJ养老院于2014年由美籍华裔个人在天津创办，主要提供失能失智老人的养老服务，发展到目前共有5家直营机构。天津市是国内老龄化程度比较严重的城市之一，在TLJ进入市场之前已经有各种养老院在提供服务，同期进入市场的还有地产企业开发的养老机构，在养老机构行业盈利较难的情况下，TLJ全面考虑了自身资源和市场情况后，做出了准确的市场竞争战略，相比竞争对手能够快速的实现收支平衡并且盈利。 本文以TLJ养老机构为研究对象，综合运用案例研究法、文献研究法和调查研究法，研究中小民营企业的竞争战略问题和具体实施策略。本文以竞争战略理论为核心，结合企业所处实际，利用PEST分析法、波特五力模型对公司的外部环境进行分析，通过 SWOT分析发现企业的优势和劣势，因此得出结论，TLJ养老机构适合采用聚焦低成本战略。最后从物业设施、日常服务、销售和营销、客户关系四个主要的价值链活动分析了TLJ的服务如何达到聚焦目标客户的低成本，并提出了保障战略实施的建议。从基础设施、人力资源、技术手段和采购的辅助价值链活动分析了TLJ如何搭建了坚实的后台支持基础， 提出了辅助活动的保障活动建议。期待本文对国内中小养老机构以及考虑加入竞争的新进入者具有一定的帮助和参考价值。
英文摘要：	With the development of aging problem in China, more and more participants enter the competition of elderly care service industry no matter they understand about this field or not.Though the market volume is huge and the potential is promising, participants are facing many challenges ranging from incomplete supervision to a very immature market situation. Few of the service providers could make a profit and there is no matured business model that can refer to.In a market like this, participants should consider operating business with competitive strategy. TLJ Caring House is established in 2014 by an American Chinese in Tianjin. It provides elderly care serive especially for disabled and demented elderly people in 5 locations. Tianjin is one of the cities with serious aging problem in China. Before the entering of TLJ, there have already been many nursing homes operating in Tianjin. With more and more big players entering the market, TLJ chooses the appropriate competitive strategy and is able to make relative high profit and achieve break-even within a year. This thesis takes TLJ Caring House as the research subject, and applies case study method, literature study method and investigation method to study the competitive strategy of small and medium-sized private enterprise and provide a model for companies to compete in this market. With the competitive strategy as core analysis method, this thesis analyses the external environment of the company with PEST analysis and Porter’s five forces model, and internal strengths and weaknesses through SWOT analysis. As a result, TLJ is suitable for focused low cost strategy for its competition. Using the value chain analysis as the tool, primary activities such as property facilities, routine service, sales and marketing and customer relationships are studied to realize how TLJ can create value to achieve a focused low cost strategy. And then how supportive activities as firm infrastructures, human resource management, technology development and procurement could build up firm fundamental structure to realize the application of focused low cost strategy. It is provided with suggestions on how to strengthen these these activities to guarantee its strategy. It is expected that this thesis is of assistance and reference value for the sustainable development for small and medium-sized nursing home companies and new domestic entrants.
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