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论文编号：	9104
作者编号：	2120142609
上传时间：	2017/6/6 22:31:26
中文题目：	泰康养老社区“医养融合”运营模式的研究
英文题目：	The Research Based on the Operation Mode of Taikang
指导老师：	韩德昌
中文关键字：	泰康保险集团；养老社区；医养融合；运营模式
英文关键字：	Taikang Insurance Group; pension community; integration of medicine
中文摘要：	伴随着全球经济的飞速发展，人们生活品质的不断提高、医疗水平的进步 促使人类寿命不断延长。当前我国正经历着人口结构的急剧转变，预计到 21 世 纪中期，我国老年人口占比将超过 30%。人口老龄化将是贯穿本世纪的基本国 情， 老年人口的不断增加带来养老产业的发展机遇。目前我国养老社区产业尚 处于萌芽阶段，人口面临“未备先老”的严峻局面。养老保障制度尚未形成健 全的体系， 社保并不能满足日益增长的养老需求。 随着加入商业养老保险的人 群不断壮大，绑定商业养老保险的养老产业迎来发展的好时机。 2009 年，新《保险法》出台，允许保险公司将保险资金用于投资不动产等， 从而拓宽了保险资金运用渠道。这一规定出台之后，保险公司拥有了投资养老 社区的天然优势。一方面，寿险公司可以借助销售保单的方式同时锁定客户未 来的入住资格，另一方面，持续、稳定的资金流也能够保证养老社区的持续运 作。我国高净值人群超过半数来自 40 至 50 岁的年龄段，这些人群经过中年时 期的财富积累而逐步进入老年阶段。这些高净值人群在资产配置过程中，十分 关注自身及父母未来的养老规划。 他们非常在意自己未来是否能获得高品质的 养老服务。 因此，精英阶层对养老服务的需求在未来十年将会呈现爆发式增长。 相对年轻人而言，老年人群所特有的刚性且长期的需求是医疗与看护。因 此，提供解决医疗护理服务是养老需求的核心。医疗与看护是养老产业不可或 缺的部分。泰康保险集团是我国首家涉足养老产业的寿险公司，在考察了欧美 国家养老社区的设计思路及运营模式后，总结出了一套切合国内实际的养老社 区经营模式。随着高净值人群的日益增长，泰康将养老社区定位在中高端水平， 并在国外先进的 CCRC 模式基础上增加“医养融合”的运营。鉴于此，本文以泰 康养老社区为例，分析养老社区“医养融合”运营模式的具体内容。 本文的研究内容主要包括以下几个方面。 第一部分回顾了与本文研究相关的理论基础。首先是服务营销组合理论。 分别介绍了 4P 理论与 3P 理论的发展并分析其侧重点的不同。 4P 营销组合理论 更加侧重于营销前端对产品的关注上，属于实物营销。而 3P 营销组合理论则更 加注重在产品情况既定的基础上，服务过程对整个产品价值的提升，来促进营销过程的顺利进行与顾客对服务的满意度评价。其次，介绍了本文所使用的环 境分析工具，包括 PEST 分析与 SWOT 分析。PEST 分析法是分析宏观环境中政治、 经济、社会与技术这四种因素的一种方法，通过 PEST 分析可以更全面了解企业 所处外部环境。而 SWOT 分析则分别对其自身优势、劣势、外部机遇、挑战进行 分析，其分析过程从根本上来说是决策的过程。最后，介绍了 STP 理论的起源 与发展，及其在现代市场中的应用。 第二部分主要介绍了泰康“医养融合”运营模式所处外部环境。分别对其 政治环境、经济环境、社会环境、科技环境进行分析。同时对行业竞争对手的 运营模式进行 SWOT 分析。外部环境的介绍还包括了对医养融合模式的推广实施， 医养融合理念的提出与推进现状都是构成外部环境的重要因素。 第三部分主要使用营销组合理论论述了泰康医养融合运营模式养老社区的 相关内容。对产品即养老社区的资质及服务进行介绍，并阐述其对保险产品对 接的特殊定价模式。其销售渠道主要依托于保险代理人对客户的开发，由于其 客户多集中在高净值人群，其促销手段主要集中在高端增值服务方面。服务人 员包括销售前端的代理人、销售过程中的样板间客服人员以及消费过程中的各 种服务人员。 在基于对泰康养老社区外部环境与营销过程分析的基础上，第四部分主要 从三个方面论述了对泰康养老社区运营模式的保障机制。首先是硬件支持系统， 包括丰富的医疗资源、高标准的硬件设施配置及全国连锁经营的规模所提供的 候鸟式养老模式。其次介绍了养老社区所拥有的组织架构保障，如泰康之家部 门的配置结构及其职能、为高端客户提供的海外资源等方面。最后介绍了其服 务评价及人才培养体系，为社区的运营提供人性化的保障。 最后结论部分总结了全文研究的观点， 泰康发展养老社区顺应市场需求导 向，同时也符合自身发展。“医”与“养”都是我国步入老龄化社区所急需解决 的社会问题。泰康养老社区以老年人需求导向为出发点，通过把医疗资源纳入 养老社区，将传统养老社区中医护因素增强，以提升现代社会养老服务的完善 度。在本文研究的基础上，作者也提出了对未来养老与保险相结合的设想。将 社区的服务与保险的赔付功能进行更好的结合，将现有的现金赔付改为服务赔 付。保险公司可以利用自身医疗资源提供服务，而从消费者角度来说，购买保 险产品也能获得最大限度的保障。 “医养融合”运营模式养老社区符合市场的需求，也为更多老年人带来了美好的晚年生活。泰康养老社区一定程度上是对美国 CCRC 模式的复制，但在我国 养老社区尚不发达时期，借鉴最先进的 CCRC 经验最为稳妥。现阶段，泰康的运 营管理尚处于摸索阶段，未来的发展还有很多方面亟待完善。
英文摘要：	With the rapid development of the global economy, people's quality of life continues are improving, and the progress of medical technology promotes the continuous extension of human life. At present, China is experiencing a rapid change in population structure, and it is expected that by the middle of twenty-first Century, China's elderly population will account for more than 30%. The aging of the population will be the basic national conditions throughout the century. The continuous increasing of the aged population brings the opportunity for the development of the pension industry. Now the pension community industry in China is still in its infancy, and the population is facing the grim situation of "no preparation for the elderly". The old-age pension system is still in the fragmented stage, and over-relying on social insurance has not been able to meet the needs of the elderly. With the increasing proportion of commercial pension insurance, the pension industry bound commercial pension usher in a good time to develop. In 2009, the new "insurance law" was introduced to allow insurance companies to invest in real estate insurance funds, thereby widening the usage of insurance funds. After the introduction of this provision, insurance companies have their natural advantage in investment of the pension community. On the one hand, life insurance companies can use the sales policy to lock the customer's future eligibility, on the other hand, sustained and stable flow of funds to ensure the continuous operation of the pension community. More than half of high net worth population in China comes from the ages between 40 and 50, and these people are gradually entering the old age with their accumulation of wealth in the middle age. These high net worth crowd is very concerned about their parents and the future of pension planning, during the allocation of their asset. This group is highly concerned about whether they can enjoy the dignified and high-quality high-end pension service in the future. As a result, the demand for these services to the aged will explode in the next ten years.Compared with young people, the rigid and long-term needs of the elderly are medical and care. Therefore, providing solutions to medical care services is central to the needs of the elderly. Medical care is an integral part of the pension industry.Taikang Insurance Group is the first life insurance company involved in the pension industry in China. After researching the design idea and operation mode of Europe and the United States pension communities, Taikang has built a set of practical management mode which fits to the domestic actual retirement community. During the growing of high net worth population, Taikang retirement community focuses on the high level service, and adds the integration of medicine and pension based on foreign advanced CCRC mode. In view of above, this article takes Taikang retirement community as an example to analyze the specific content of the operation mode of " integration of medicine and pension". The main contents of this paper include the following aspects. The first part of the article analyzes the current operation mode and situation of domestic and foreign pension community. The part starts with service marketing portfolio theory. This paper introduces the development of 4P theory and 3P theory, and analyzes their different emphases. 4P marketing mix theory focuses more on marketing front end and pays attention to product. It belongs to physical marketing. But the 3P marketing mix theory pays more attention to the promotion of the whole process of the product and the satisfaction of the service to the customer on the basis of the established product situation and the service process. Secondly, it introduces the environment analysis tools used in this paper, including PEST analysis and SWOT analysis. PEST analysis is a method to analyze the four factors of politics, economy, society and technology in macro environment. Through PEST analysis, we can know more about the external environment of enterprises. The SWOT analysis is to analyze its strengths, weaknesses, opportunities and threatens, and its analysis process is fundamentally decision-making process. Finally, the origin and development of STP theory and its application in modern market are introduced. The second part mainly introduces the present situation and environment of Taikang pension community.It analyzes their political environment, economic environment, social environment and scientific and technological environment respectively. At the same time, SWOT model is applied to analyze the operation mode of its competitors. The introduction of the external environment also includes the promotion of the integration of medicine and pension, and the concept and situation of the integration of medicine and pension are the important factors that constitute the external environment. The third part mainly uses the marketing combination theory to discuss the related contents of Taikang medical support, integration and operation mode and the old-age community. This paper introduces the qualification and service of the product, namely the community for the aged, and expounds its special pricing model for the insurance products. Its sales channels are mainly based on the development of insurance agents to customers. Because their customers are more concentrated in the high net worth crowd, the promotion methods are mainly concentrated in high-end value-added services. Service personnel include the sales agent at the front end, the model sales staff in the sales process, the service personnel during the consumption process and so on. Based on the analysis of the external environment and marketing process of Taikang pension community, the fourth part discusses the guarantee mechanism of Taikang pension community operation mode in three aspects. First of all, it is the hardware support system, including a wealth of medical resources, high standards of hardware facilities, and the size of the country's chain of operations provided by the migratory birds pension model. Secondly, it introduces the organizational structure of the pension community, such as the configuration, structure and function of Taikang family, and the overseas resources provided by the high-end customers. Finally, it introduces its service evaluation and personnel training system to provide humanistic support for community operation. Finally, the conclusion part summarizes the viewpoints of the full text. Taikang development pension community conforms to both the market demand orientation and its own development. "Medicine" and "pension" are all social problems that need to be solved urgently in China's aging community. As a starting point for theneeds of the elderly, Taikang health care community takes the medical resources into the pension community, and strengthens the traditional Chinese medicine care factors in the traditional pension community, so as to improve the perfection of the modern social care service. On the basis of this study, the paper also puts forward the idea of combining endowment insurance with pension. To compromise the community services compromises insurance and compensation function better, the existing cash payments may be replaced by service payments. Insurance companies can use their own medical resources to provide services, and from the consumer point of view, the purchase of insurance products can also achieve maximum protection. "The integration of medicine and pension" business model not only meets the needs of pension community, but also provides good old age life for more elderly people. Taikang pension community may be a replica of the CCRC model in the United States, but it is the most reliable way during the period when our country's pension community is still underdeveloped, which draw on the most advanced CCRC experience. At this stage, Taikang operation mode is still in the exploratory stage, and needs to be improved in many aspects in the future.
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