专业学位硕士学位论文
JL 养老服务公司发展战略研究
Study on the Development Strategy of JL Senior Care Service
Company
作 者 姓 名： 孙永祥
学科、 专业：工商管理
学 号：41911238
指 导 教 师： 俞明南
完 成 日 期： 2022 年5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
随着我国老龄化程度的不断加剧，养老服务产业迎来了发展良机，与此同时，养老
服务产业内的市场参与主体却面临着因战略趋同所导致的严重同质化竞争，产品重合度
奇高进而通过价格战获取竞争优势使利润空间越来越小，最终导致企业运营和发展困
难。JL 养老服务公司积极响应政府号召，领先布局养老服务产业，倡导“以精神需求为
导向，面向长者提供全生命周期的照护”发展理念，全心全意为老龄群体提供多层次专
业化养老服务。
本文旨在对JL 养老服务公司的战略发展进行设计研究，促使公司业务能够长期可
持续发展和盈利。一是结合适用理论工具，分别从宏观环境、产业环境以及企业自身情
况多方面因素出发，分析JL 养老服务公司原有战略的弊端和不足，进而重新定义该公
司的养老服务，并寻找合适的切入点。二是分析当下市场需求，结合公司自身优势，确
定着力发展中高端养老服务。三是通过打通产业链条，形成养老社区、康复中心、适老
化购物平台为主体，社区养老服务中心为依托，居家养老服务和旅居服务为补充的产业
布局。四是在运营过程中注重改善客户体验，持续提升客户满意度，树立标准化、规范
化、人性化、智能化以及可复制化的经营理念。JL 养老服务公司的发展战略以持续盈利
为目标，通过提升企业管理绩效和人才培养降低运营成本，通过各业务板块间的客户转
化和二次消费提升企业盈利水平。本文通过多角度和全方位分析，为 JL 养老服务公司
设计发展战略，促进该公司实现长期可持续发展目标。
本文在分析企业内外部环境之后，通过结合 SWOT 分析矩阵，确定将相关多元化
战略作为JL 养老服务公司的主要发展战略，侧重于产品和服务的开发，同时辅以成本
控制。在确定发展战略之后，提出了具体的发展战略实施措施，具体而言，JL 养老服务
公司应着力增加赢利点，降低企业经营成本，明确员工职能分工，并加强企业监管机制。
同时，为了保障 JL 养老服务公司发展战略得以顺利实施，本文从组织、技术、人力资
源、资金和企业文化五个方面提出了保障措施。对JL 养老服务公司的发展战略进行分
析研究不仅有助于对公司的发展思路进行梳理，同时也是对养老服务产业现行的发展战
略和盈利模式的有益探讨，对推动养老服务产业健康可持续发展有一定实用价值。
关键词：发展战略；相关多元化战略；JL 养老服务公司
- I -JL 养老服务公司发展战略研究
Study on the Development Strategy of JL Senior Care Service Company
Abstract
With the increasing degree of aging in China, the pension service industry has ushered in a
good opportunity for development. Meanwhile, the market participants in the pension service
industry have been facing serious homogeneous competition caused by strategic convergence.
The extremely high product coincidence degree leading to price wars to obtain competitive
advantage is the fundamental cause that the profit space is getting smaller and smaller, which
eventually leads to the difficulty of enterprise operation and development. JL Company
actively responds to the call of the government, takes the lead in the layout of the pension
service industry, advocates the development concept of "Spiritual needs oriented, JL provides
full life cycle care for the elderly", and wholeheartedly provides multilevel professional senior
care services for the elderly.
This thesis is to study and design the strategic management of JL Company, so as to
promote the long-term sustainable development and profitability of the company;s business.
First, it analyzes the disadvantages and shortcomings of JL Company;s original strategy with
applicable theoretical tools respectively from the macro environment, industrial environment
and the enterprise;s own situation, by which means it redefines the company;s pension service
and finds the appropriate entry point. Second, it determines to focus on the development of
high-end pension services,based on the analysis on the current market demand with the
company;s own advantages. Third, through unleashing the industrial chain, it advocates to form
an industrial layout with senior care community, rehabilitation center and on line shopping
platform for the aged as the main body, community senior care service center as the support,
and home-based senior care service and sojourn service as the supplement. Fourth, it suggests
to pay attention to improving customer experience, continuously improve customer satisfaction
in the operation process and establish the business philosophy of standardization,
standardization, humanization, intellectualization and replicability. Aiming at sustainable
profitability, it recommends JL company reduce operating costs by improving enterprise
management performance and personnel training, and improving enterprise profitability
through customer transformation and repurchases among business sectors.
In this thesis, after analyzing the internal and external environment of the company, by
applying SWOT matrix, it is determined to take the related diversification as the main
development strategy of JL Company, focusing on product and service development,
supplemented by cost control measures. After determining the development strategy, it puts
- II - 大连理工大学专业学位硕士学位论文
forward specific measures to implement the development strategy. Specifically, JL Company
should focus on increasing profit points, reducing operating costs, clarifying the division of
functions of employees, and strengthening the enterprise supervision mechanism. At the same
time, in order to ensure the smooth implementation of JL company;s development strategy, this
thesis puts forward safeguard measures from five aspects: organization, technology, human
resources, capital and enterprise culture. The study on JL Company;s development strategy not
only helps to sort out the company;s development ideas, but also helps to explore the current
development strategy and profit model of the pension service industry, which has a certain
practical value to promote the healthy and sustainable development of the pension service
industry.
Key Words：Development strategy; Related diversification; JL senior care service
company
- III - JL 养老服务公司发展战略研究
目录
摘 要.................... I
Abstract ..................... II
目录..................IV
1 绪论..................... 1
1.1 研究背景和研究意义............ 1
1.1.1 研究背景............ 1
1.1.2 研究意义............ 2
1.2 研究内容................ 2
1.3 研究方法................ 3
1.3.1 文献分析法............... 3
1.3.2 案例分析法............... 3
1.4 研究思路与论文框架结构................ 4
2 理论综述与实践............... 5
2.1 养老产业的界定.................. 5
2.2 战略管理国内外研究现状................ 5
2.2.1 国外战略管理概况和发展趋势........... 5
2.2.2 国内战略管理概况和发展趋势........... 7
2.3 其它相关理论工具.............. 7
2.3.1 PEST 分析模型................ 7
2.3.2 波特五力模型........... 7
2.3.3 SWOT 分析法........... 8
3 JL 养老服务公司内外部环境............... 9
3.1 公司简介与发展现状................. 9
3.1.1 公司简介............ 9
3.1.2 公司基本业务介绍............... 10
3.1.3 公司存在的问题............ 12
3.2 公司外部环境分析............ 14
3.2.1 宏观环境分析................ 14
3.2.2 行业竞争环境分析............... 17
3.3 公司内部环境分析............ 25
- IV -