善终报恩集团大陆市场开拓战略研究

发布时间：2018-03-07 01:24

本文选题：善终报恩集团　切入点：殡葬服务　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国老龄化社会的约束,年死亡人口逐年递增,导致殡葬服务需求逐年增大。然而,墓地资源紧缺、行业服务不规范以及现代文化与传统殡葬文化观念的冲突,使得殡葬社会服务提供难以满足日益增长的社会需求。善终报恩集团是香港一家专业从事善终服务的企业,本着服务社会、建立行业标杆企业的发展宗旨。本文将通过对我国殡葬社会需求、殡葬政策环境、社会环境及行业现象等问题进行全面分析,就善终报恩集团如何进军大陆市场进行战略研究。本文由五章组成：第一章绪论,首先论述殡葬文化的背景与变迁,运用中国老年人口发展情况、死亡人口及火化率等数据对殡葬行业所存在的问题进行阐述。其次就本论文研究的目的和意义以及研究的思路和方法进行了梳理；第二章为本研究的基础理论部分,结合各战略管理学者的理论定义对5P战略、成功四要素以及战略管理制定过程进行了相关阐述；第三章为外部环境分析,首先对我国殡葬行业的政治法律环境、经济消费情况、社会文化现象以及技术方面存在的现状与问题进行了分析,并据此对产业生命周期进行分析判断。其次,运用五力模型对潜在进入者、购买者、供应商、替代品以及行业内的竞争进行了系统分析,并结合各地区的老年人口数据以及殡葬数据对市场发展目标及市场需求情况进行了系统分析；第四章为内部环境分析,分析了善终报恩集团的基本情况,通过对企业资源与核心价值的提炼,结合内外部情况进行了SWOT分析,找出企业发展面临的问题：第五章则在内外部环境分析的基础上,结合企业实际情况及市场因素为善终报恩集团大陆市场发展战略搭建了基本框架,并从总体战略、业务单位战略以及职能战略方面进行了战略规划设计。最后,为保障战略实施的有效性,论文在结尾处对组织结构的搭建、市场开发流程、企业文化定位及战略控制进行了相应的论述。
[Abstract]:With the restriction of aging society in our country, the annual death population is increasing year by year, which leads to the increasing demand for funeral services. However, there is a shortage of cemetery resources, non-standard service in industry and the conflict between modern culture and traditional funeral culture. This makes it difficult for funeral services to meet the growing needs of the community. The Group is a professional hospice service provider in Hong Kong, serving the community. This paper will analyze the social demand, policy environment, social environment and industry phenomenon of funeral and interment in China. This paper is composed of five chapters: the first chapter is an introduction to the background and changes of funeral culture, using the development of China's elderly population. The data of death population and cremation rate explain the problems existing in the funeral industry. Secondly, the purpose and significance of this paper and the ideas and methods of the research are combed. Chapter two is the basic theory part of this research. Combined with the theoretical definitions of various strategic management scholars, the paper expounds the 5P strategy, the four elements of success and the process of making strategic management. The third chapter analyzes the external environment, first of all, the political and legal environment and economic consumption of the funeral industry in China. The current situation and problems in social and cultural phenomena and technology are analyzed, and then the life cycle of industry is analyzed and judged. Secondly, the potential entrants, purchasers and suppliers are analyzed by using the five-force model. The alternatives and the competition in the industry are systematically analyzed, and the market development objectives and market demand are systematically analyzed based on the elderly population data and funeral data of various regions. Chapter 4th is the analysis of the internal environment. This paper analyzes the basic situation of the benevolence group, through the refining of enterprise resources and core value, combined with the internal and external situation of SWOT analysis, to find out the problems facing the development of enterprises: chapter 5th is based on the analysis of internal and external environment, Combined with the actual situation of the enterprise and market factors, this paper sets up a basic framework for the mainland market development strategy of the group, and designs the strategic plan from the overall strategy, the business unit strategy and the function strategy. In order to ensure the effectiveness of the implementation of the strategy, the paper discusses the construction of organizational structure, the process of market development, the orientation of corporate culture and the control of strategy at the end of the paper.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D632.9

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