The aging population is bound to be accompanied by increasing pressure on labor supply, medical services and old-age care, which will undoubtedly have a far-reaching impact on its future economic growth model. The following is the business plan of nursing home shared by J.L. Welcome to visit more business projects (www.oh 100.com/chuangye).
I. Executive summary
(1) project background and brief description
China has entered an aging society, and as the peers in New China step into old age, there will be the first peak of the elderly population growth. According to statistics, the elderly population in China has increased from 3 1 10000 to 8 million every year. As of 20 13, the total number of elderly people in China has reached159 million, accounting for 12% of the total population. It is an important task for China society to actively respond to a series of economic and social changes brought about by the aging population. The elderly population has a large base and a rapid growth. Especially with the development of family miniaturization, the demand for socialized old-age care is growing rapidly. However, for a long time, China's social welfare has been arranged by the state and the collective, which has some problems, such as insufficient funds, few welfare institutions and low service level, and it is difficult to meet the people's growing demand for welfare services. The reform and development of social welfare has aroused widespread concern in the whole society.
The rapid growth of the whole society's demand for social welfare makes the socialization of social welfare have broad development prospects; The enhancement of China's comprehensive national strength and the improvement of people's living standards and moral standards have laid a good foundation for promoting the socialization of social welfare. 1982 adopted by the United Nations and implemented globally? Vienna International Plan of Action on Ageing? It is pointed out that providing medical care for the elderly must recognize the balance and good institutional characteristics of families and their communities, and on this basis, seek an appropriate balance between social pension institutions and families. In order to make up for the shortage of family old-age care in the 2 1 century, the state and society provide more reasonable and effective old-age care methods and conditions, and provide favorable guarantees in policies and systems.
The aging population is bound to be accompanied by increasing pressure on labor supply, medical services and old-age care, which will undoubtedly have a far-reaching impact on its future economic growth model. For the government, it is urgent to solve the problem of population aging. To this end, the China government has not only increased its pension expenditure, but will soon formulate a series of preferential policies to encourage private and foreign investment. If we can learn from the experience of western countries, the market potential of pension-related industries in the future may reach trillions of yuan, which will help create millions of new jobs every year. It is not difficult to imagine that this will become an important engine of China's economic growth in the near future.
(2) Overview of opportunities
Population aging is a prominent social problem that many countries in the world are facing or will face soon. China is the most populous country in the world. Due to the development of social, economic, cultural and scientific undertakings and the promotion of family planning work, the birth rate and death rate of the population are declining, and the number and proportion of the elderly in the total population are increasing. According to the United Nations? Does the population over 60 account for 10% of the total population, or does the population over 65 account for 7% of the total population? As a criterion to judge whether a country has entered an aging society, China officially entered an aging society in 2003.
At present, the aging problem in China will profoundly change the traditional concept and mode of providing for the aged. The growing demand of the elderly for economic support, medical care, life care and spiritual civilization will directly lead to the establishment of old-age care. Effective demand? More than that? Effective supply? .
? Apartment for the elderly? The market potential is huge. In 2000, through investigation and analysis, the relevant state departments predicted that by the end of this century, the total life savings of retired workers in China would be equivalent to 1/3 of the national GDP. According to the estimation of the China Association for the Aged, the consumption of the elderly in China is about 300 billion RMB per year, and with the gradual change of the consumption concept of the elderly, the consumption amount will further increase. What does this mean? The elderly market? It is a market with great potential, and the elderly industry, especially the elderly housing industry, is an industry that needs to be developed.
Shandong province is a populous province, and the problem of aging is becoming more and more prominent. The government also proposed to strengthen the implementation of the Law of the People's Republic of China on the Protection of the Rights and Interests of the Elderly, the Regulations on the Protection of the Rights and Interests of the Elderly in Shandong Province and the Provisions on Preferential Treatment for the Elderly in Shandong Province to ensure the implementation of various treatments for the elderly. At the same time, the government has also issued a series of economic policies to promote the development of aging industries. These policies mainly include fiscal policies (special appropriation, subsidies, fee reduction, etc.). ), tax policy (preferential treatment and tax exemption, etc. ), credit policy (preferential loan scale, term, interest rate, etc.), price policy (price protection, price limit, etc. ) and foreign investment policy (encouraging and absorbing foreign investment, etc. ). This is conducive to the growth and development of the elderly industry, and it also increases the favorable factors for engaging in this industry.
(3) Description and forecast of the target market
1, China has entered the stage of aging society.
According to international standards, when the population over 65 accounts for 7% of the total population or the population over 60 accounts for more than 10% of the total population, it is an aging society. According to relevant statistics, at present, China has the largest number of elderly people in the world, and the number of elderly people over 60 is about 65.438+0.45 billion, accounting for 654.38+0.654.38+0.2% of the total population of China, and this number is increasing at the rate of 3% every year. It is an indisputable fact that China has entered an aging society. According to the statistics of relevant state departments, by 2025, the elderly population in China will account for 19.34% of the total population. By 2040, the elderly population will account for 27.8% of the total population in China, and there will be 1 elderly population for every 3.5 people.
2. Market situation of foreign elderly housing.
Influenced by traditional individualism, European and American countries attach importance to the development of social facilities for the elderly, especially the United States, where the elderly community has developed rapidly. In order to avoid repeating the heavy financial burden experienced by western welfare countries, some developed or developing countries influenced by eastern Confucianism try to maintain the traditional family ethics and social fashion of respecting the elderly and caring for the young. Therefore, in order to eliminate the influence and function weakening brought by the change of lifestyle, family concept and miniaturization trend of family structure in modern society, Asian countries have made great efforts in maintaining and improving the family pension environment and creating new living modes.
3, the elderly pension gradually transferred to centralized pension.
Influenced by traditional ideas (they think that the so-called nursing homes are places for the lonely elderly who have no children), the elderly in China pay attention to providing for the elderly? Does this run in the family? Never leave your children and grandchildren. However, with the improvement of residents' living standard and the change of life concept in recent years; The nuclear family tends to be popular, while the traditional family gradually decreases.
On the one hand, the separation between the younger generation and the older generation is increasing. On the other hand, the evolution of family structure is reflected in the lives of the older and younger generations? Don't leave, not far? Characteristics, so the elderly can't stand it? Empty nest? I refused to go to a nursing home in the past and began to yearn for a nursing home. The concept of providing for the aged and the concept of life are undergoing fundamental changes.
4, national, provincial and municipal governments at all levels to encourage the construction of apartments for the elderly.
Facing the aging society in China, the living problems of the elderly have attracted more and more attention from the society. Since 1998, governments at all levels have issued relevant policies to encourage non-governmental organizations, enterprises and individuals to establish pension service institutions. At the Third Plenary Session of the 16th Central Committee held in 2003, relevant representatives mentioned the issue of providing for the aged, and the central leadership attached great importance to it. Recently, the Ministry of Civil Affairs and local civil affairs departments at all levels have publicized all aspects of society's comprehensive care and help for the elderly, especially their old-age care and life, and encouraged them to engage in the construction of housing for the elderly.
Summary: Raising children to prevent old age, which has been used for thousands of years in China, poses a severe test to the grown-up only-child generation. At the same time, they are faced with the reality of supporting four old people. With the improvement of people's economic strength and the change of old-age awareness, the old-age industry has emerged in China, which will gradually show positive social significance in solving the social problem of population aging.
China's aging process is not synchronized with economic development, and getting old before getting rich has become a problem for the whole society. Therefore, solving the problem of aging, doing a good job in social work for the elderly and creating a good material foundation have become important issues that we urgently need to solve. Realize the elderly? Have a sense of security, medical care, education, learning, and having fun? More important goals pursued by social development.
(D) Analysis of competitive advantages and disadvantages
1, advantages
(1) The transformation of marketing mode.
Because the consumption of the elderly is a kind of independent consumption, and the consumption concept of the elderly is mature and conservative, many elderly people will be unfamiliar with new products and will have an acceptance process. This point should be fully considered when marketing housing for the elderly: in marketing techniques, we should avoid using conceptual marketing and turn to experiential marketing that is more convincing and easier for the elderly to understand; In terms of sales style, we should avoid exaggeration, and the design of loushu and storefront should maintain a down-to-earth, concise and steady style, and implement patient-guided sales. In the long run, the market economy is an era of diversified development and transformation. Influenced by the characteristics of the times, the elderly in the future will accept new consumption concepts much faster and easier than the elderly today.
(2) Improve service quality.
In view of the quality characteristics of elderly consumption, the quality of elderly goods and? Silver hair market? The quality of service must be improved. The elderly are a special social population group, and they have the characteristics of this age group in diet, daily life, clothing, tourism, medical care, culture and entertainment. And they are particularly demanding on the quality of their goods. Usually, they won't buy poor quality goods, which are too expensive, impractical, unsafe and complicated. As long as the products are wrong and the quality is not up to standard, there will be no market for consumption by the elderly.
(3) In view of the large proportion of leisure consumption and service consumption in the consumption of the elderly, leisure life and quality service are the selling points to lay a long-term added value for the project.
(4) Provide different levels of services at different stages of the company's development.
Before 1 operated by the company? In the past three years, we have mainly developed self-help apartments for the elderly, that is, we have adopted the way of on-site service to provide care and help for the elderly in life, and at the same time, we have given them psychological counseling and decompression, thus improving the quality of life of the elderly. After 1-3 years of development and operation, capital and market have been further enriched and developed. At this time, residential and escort apartments for the elderly will be gradually built, and eventually a comprehensive apartment for the elderly with beautiful environment, complete facilities, comfort and health will be established. This phased and focused construction will definitely have a positive impact on the company's development, and at the same time, the focused construction at each stage will also play a positive role in the company's service quality.
2. Disadvantages
(1), backward in concept and insufficient in consciousness.
Although governments at all levels attach great importance to the problem of aging, in a few individual areas, due to the long-term formation of the concept of family children's pension in China and the challenge of China's aging population, some functional departments and community management services have insufficient understanding of the importance and urgency of developing and strengthening community pension services, and have not raised community pension services to the level of reflecting social civilization and progress, improving people's quality of life and maintaining social stability, and their service awareness is poor. These will inevitably bring some negative psychological effects to the old-age community and produce some resistance to the development of the old-age community.
(2) Pressure from competitors
If there are business opportunities, there must be businesses. Although Chengdu's pension industry has just started and there are few merchants, there is no doubt that competitors will follow in the foreseeable future, which will bring certain pressure and risks to any merchant in this industry. In the near future, the company will face an increasingly competitive market, and more and more potential competitors will be transformed into real competitors. Everyone hopes to share a piece of the pot in the pension industry. Existing people in any industry and potential entrants outside the industry must be soberly aware of this market environment and be fully prepared to meet the challenges.
(3) Financial difficulties
As a student team, it is bound to face the problems of insufficient funds and experience, and it will also encounter some unprecedented challenges in the operation of the company. Therefore, in the process of the company's development, we must seize the opportunity, dare to challenge, accumulate experience in development, and constantly enrich and improve ourselves.
(V) Forecast of economic situation and profitability
At the beginning of the establishment of nursing homes, the issue of funds was a very important aspect. So at the beginning of our establishment, we may face the problem of shortage of funds, but we will present the facts to people, so that we can set goals and directions in a targeted manner and try to solve the problem. As for the economic situation, we will try our best to maintain economic stability and get more investment through cooperation with other companies in capital. On the other hand, we can raise funds through loans.
Provide door-to-door service at the beginning, provide life care and psychological consultation according to the needs of the elderly, find out the market as soon as possible, accumulate experience, and reduce the company's upfront expenses in the case of insufficient funds. With the implementation of the plan, our efforts will be recognized and achieved certain results. In this way, the company's capital turnover is convenient and the capital flow is smooth, and then we will know more about the needs and habits of the elderly. On the other hand, the company will carry out more detailed and appropriate division of labor and more professional training for employees, so as to improve their work efficiency, which will help the financial department to make more rigorous planning, obtain corresponding benefits from a certain share of funds, make employees have a higher sense of responsibility, and make the company's economic operation more stable.
(vi) Team overview
A team is a community composed of employees and management. It makes rational use of each member's knowledge and skills, works together, solves problems and achieves common goals.
The company consists of finance department, sales department, marketing department, planning department, administration department, human resources department and other departments. Both senior leaders and junior employees are members of the company, and harmonious coexistence among members is conducive to the further development of the company, so the strength of the team is irreplaceable. Of course, a big team is a combination of small teams, and all departments are small teams. What is indispensable in a team is a superior who leads subordinates and a junior employee who carries out actions according to orders. Regardless of the position, we adhere to the principle of equal treatment.
(7) Expected benefits.
The main sources of our interest are
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