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论文编号：	8870
作者编号：	2120142616
上传时间：	2016/12/9 13:45:54
中文题目：	海航中国集养老地产模式研究
英文题目：	The research of pension real-estate mode of CCOOPFIELD, HNA Group
指导老师：	马连福
中文关键字：	老龄化；养老地产；海航中国集；城镇化养老
英文关键字：	aging; endowment real estate; CCOOPFIELD; urbanization endowment
中文摘要：	2014年年底， 60周岁及以上人口数在我国已达到2.12亿人，占总人口比重15.5%，是世界上唯一一个老年人口超过1亿的国家，这个数字以每年超过3%的速度快速增长，比同期人口增速快五倍； 65周岁及以上人口占比首次突破10%。预计到21世纪中叶，我国老年人口数量将超过4亿人，老龄化已经成为当前及未来相当长时间内，中国经济和社会发展过程中面临的一个突出问题。传统的养老模式枯燥、单一，提供的养老设施与服务也十分有限，随着老龄化社会的逐渐发展，这部分人群的需求、这部分市场的容量和能量都应该被我们重视，同时，随着物质生活的不断丰富，老年人也不仅仅满足于“老有所养”的状态，而对精神生活的满足以及自我价值的实现都提出了更多的要求，养老地产发展正当时。因此，对于养老地产运营模式的研究与探索对于促进产业发展有着重要的理论和实践意义。 随着养老市场的升温，许多开发商纷纷加入了竞争的行列，想从这个崭新市场分得一杯羹。然而，大多数开发商通常还是以住宅项目的思路操作养老地产，没有意识或意识不够这个特殊市场的特殊性，导致市场盈利艰难、后期被迫转型、“挂羊头卖狗肉”等一系列问题产生。因此，对于我企业来说，如何利用养老产业的机遇，突破目前养老行业面临的困境，通过准确的市场定位、全面的项目规划、专业的营销手段及后期的运营维护寻找到并维持住客户，降低营销成本的同时提高利润率成为了进军养老地产行业需要考虑的问题。本文通过探索分析和研究目前国内外现有案例的开发及运营模式，总结优势与不足，基于老龄化的社会背景，探索出一条适合海航集团养老地产开发运营的模式和举措，以提供参考。 综上所述，本文通过对我国养老地产现状的研究及结合典型项目案例分析，归结出海航中国集的养老模式选择，之后通过中国集天津样板集的分析研究，对日后产品系列的拓展及政策完善提出建议，最后归结出本文的研究结论：值得肯定的是，养老地产的前景是向好的，只是这个新兴的市场还处于摸索之中，开发模式及盈利模式尚不成熟，且为了规避风险，优质的养老资源均集中在一线城市或是旅游城市中，而有着巨大养老需求的二三线城市及城乡结合地区却少有开发商问津。更为重要的是，相关政策的缺失为企业带来了大量阻力，以占开发商成本绝大部分的土地来举例，对开发商来说，购买住宅用地开发养老地产明显是不划算的，但是购买商业或旅游用地又会造成年限减少、生活费用降低等一系列问题。又如政府在融资、税收等方面的扶持态度明确，但扶持内容和方式不够清晰等。 因此，城镇化养老才是最适合海航的开发模式。通过对于项目背景的研究，以及天津样板集养老组团的开发现状，得出了本项目的养老地产开发模式结论，即深耕二三线城市及城乡结合区域，将优质养老资源切实落实到广大老年人中，并通过专业人才的培养及引进，打造老年人住得起、住得放心、住得开心的养老地产，让广大老年人安享晚年幸福生活。 关键词：老龄化；养老地产；海航中国集；城镇化养老。
英文摘要：	At the end of 2014, 60 years old and above population in China has reached 212 million, the proportion of the total population of 15.5%, is the only one of the elderly population of more than 100 million countries in the world, the speed of the number to more than 3% annual growth, five times faster than the population growth rate over the same period; 65 years old and above population accounted for the first time exceeded 10%.Expected by the middle of twenty-first Century, China's elderly population will be more than 400 million people, aging has become the current and future for a long period of time, China's economic and social development in the process of facing a prominent problem. The traditional pension model, a single boring, pension facilities and services provided is also very limited, with the gradual development of the aging society, this part of the market, the needs of this population, the capacity and energy should be our attention, at the same time, with a rich material life, the elderly are not satisfied with the "sense of security" state, and the realization of the spirit of life satisfaction and self value are made more demands, pension real estate development is the time. Therefore, the research and exploration of the pension real estate business model has important theoretical and practical significance for the promotion of industrial development. With the warming of the pension market, many developers have joined the ranks of the competition, want to share a cup of soup from this new market. However, most developers usually or in the idea of operating endowment real estate residential projects, special no consciousness or lack of awareness of this particular market, leading to market profitability difficult and later forced transformation, "cry up wine and sell vinegar" and a series of problems. Therefore, for our enterprises, how to use the pension industry the opportunity to break through the current pension difficulties facing the industry, through the maintenance of marketing and post accurate market positioning, the overall project planning, professional operation to find and maintain customer, reduce marketing and improve the profit rate to become the real estate into the pension industry need to consider the issue. This paper explores the research and analysis of existing cases of domestic and foreign development and operation mode, summarizes the advantages and disadvantages of aging based on the social background, to explore a mode and measure for HNA Group pension real estate development and operation, to provide reference. In summary, based on the study of China's endowment estate status and analysis combined with the typical project case, summed up China set choosing Hainan pension model, then through the analysis and research Chinese set Tianjin model set, on the day after the series of product development and policy recommendations, finally summed up the conclusions of this study: worthy of recognition is that the pension real estate prospects are good, but the emerging market is still in the exploration, development model and profit model is not mature, and in order to avoid the risk of pension, quality resources are concentrated in the first-tier cities or tourist city, which has a huge pension needs of the two or three line of the city and urban areas are there are few developers interested. More importantly, the lack of relevant policy has brought a lot of resistance for the enterprise, in order to account for the cost of developers most of the land for developers, for example, the purchase of residential land pension real estate development is obviously not cost-effective, but the purchase of commercial or tourist sites will cause a series of problems, reduce the cost of living life reduction etc.. And such as the government in terms of financing, taxation and other aspects of the support, but the content and way to support the content is not clear enough, and so on. Therefore, urbanization pension is the most suitable development mode of Hainan. Through the research on the project background, and the Tianjin model set the development status of the aged group, draws the conclusion that the pension real estate development mode of the project, which roots in the two or three line of the city and the combination of urban and rural areas, earnestly implement the quality resources endowment to the elderly, and through the introduction and cultivation of professional talents, build the elderly to live and rest assured, happy stay pension real estate, so that the majority of the elderly live a happy life. Keywords: aging; endowment real estate; CCOOPFIELD; urbanization endowment
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