Research On The Optimization Of The Business Model Of Taikang Group’s Elderly Care Real Estate

In recent years,under the social background of aged tendency of population and increasing living cost,the problem of supporting the elderly has been brought into the focus of the country and the society unprecedentedly and received increasing attention.In the meantime,insurance,real estate,and profitable nursing institutions for the aged started bearing some social responsibilities and constructing the elderly care communities relying on enterprises.However,most of them are only in an early stage.The business model of innovative elderly care real estate of Taikang Insurance Group was born under this background.Currently,the layout has been made in 22 cities including Beijing,Shanghai,Guangzhou,Chengdu,Suzhou and Sanya,and the elderly care communities and rehabilitation hospitals have been put into operation in Beijing,Shanghai,Guangzhou,and Chengdu with the occupancy rate of 80%-90%in Beijing,Shanghai,and Guangzhou.Taking the business mode integrating "vibrant elderly care,high-end medical services,excellent wealth management and superior hospice care" and combining with the elderly community,health medical care,health industry fund and memorial,Taikang Insurance Group fully constructs the ecological system of the massive health industry and takes the leading position among the elderly care community products of the same kind,and its innovative business model has been an important guarantee for its strategic development and value creation.Currently,Taikang Insurance Group has constructed the business model of elderly care real estate business suitable for own development.But with the change of society and enterprise environment,we must achieve the enterprises’s sustainable development by constantly optimizing the business models.Besides,because there is no relatively mature business model for reference in China,it is of reference value for the gradual perfection of the business model by Taikang Insurance Group is of reference value for other companies.While following the research thoughts from general theories and practical application,starting from the interpretation of basic theories applied during the research on the business model’s optimization,this paper firstly discusses and defines the concepts of the elderly care real estate by business model,summarizes and analyzes the current elderly care real estate models and introduces the business model canvas.Taking this theoretical model as the basis,this paper deconstructs the modules according to the nine-element model,makes qualitative analysis into quantitative analysis by the fuzzy comprehensive evaluation method,carries out in-depth interviews according to the preliminary conclusions from the evaluation and obtains the defects and content to be optimized of the current business model.At the end,according to the conclusions,the strategies to optimize the business model and the guarantee measures are given.In virtue of the current research achievements,this paper further summarizes and expands the business model of the elderly care real estate of Taikang Insurance Group and analyzes and sets forth the optimization of the business model of the elderly care real estate by Taikang Insurance Group.Research results of this paper have some enlightening and practical significance for the perfection of the business models of Taikang Insurance Group.