居家养老服务项目商业计划书-工商管理专业论文.docx

摘要 摘要 II II 讨论了公司的管理团队和人力资源的配置。分析了市场规模，发展前景和自 身特点之后，所有的工作都要落实到经营和执行上。在具体的经营计划中， S公司将特别注重如下几点：在与各种竞争对手的比较中，要专注于特定人 群，专注于特定服务项目。在经营上，注重当地政府在其中的作用，以社区 为单位推广。在服务质量上，质量是赢得口碑的基础。在服务内容上，力求 系统性。在财务上，选择轻资产运作，在扩大规模和资金投入上选择稳健的 思路，扎实推进居家养老服务公司的发展。 基于上述各项分析，对 S 公司居家养老服务项目的财务数据进行了预测 分析，项目前期投资 300 万元人民币，其中 150 万元来自自有资金，另外 150 万元来自贷款。由于人力成本占比较大，且前期投入集中，项目在第一年会 出现 80 多万的亏损。但是随着服务对象的逐年增加，扣除每年在人力、设备 及设施上的追加投入，项目从第二年开始可实现盈利，对项目 5 年的财务测 算得出净现值为证明了 S 公司居家养老服务项目的可行性。 关键词 居家养老 消费者分析 财务分析 营销策略 商业计划 东华大学工商管理硕士学位论文 东华大学工商管理硕士学位论文 III III Abstract With the rapid development of our society, the amount of elderly is growing fast. Simultaneously, the elder people are willing to live quality lives. The nursing homes are springing up all around the city but can hardly meet the increasing demand. Home based care service for the elderly would be the optimal choice for the majority. Under this circumstance, this business plan focuses on the solution to the issue above. By means of general analysis of the project, we find our target customer: local residents over 60 years old, having stable finance source, living in their own accommodation. And then, after some side visit and questionnaire, we come up with some frame of the home based care services covering meal plan to daily service and simple medical care, spiritual comfort care. The company will choose Xinzhuang Town as the start point of the specific business because of the population structure of the local residence and their life style, as well as the mutual understanding and communication with the local government and local community. Based on the analysis of market scale and the target area: at the end of last year, Xinzhuang Town, with the total population of 138809 (registered population, actual population over 300000), of which the population of elder people is 34067, the elderly population accounted for more than 24.5%, the population of group over 80 years old is 5128, among which 22 are over 100 years old. Based o