| With the sharp rise of the aging society and the sharp increase of the demand for pension services,the situation of the government’s financial burden to the elderly service in the past is becoming more and more unsustainable.Market-oriented reform has become the only choice in the field of senior service in China.Market-oriented reform,on the one hand,means that private and foreign investment can enter the market,the factors that influence the pricing and the market environment have changed;on the other hand,it means that pension institutions have more pricing autonomy than in the past.However,the price of senior service is not only related to the vital interests of senior care institutions and groups,but also related to whether a country’s senior service can develop healthily and orderly.Therefore,under the market conditions,what kind of pension policy should be formulated by the government and what kind of pricing strategy should be adopted by pension institutions,so as to not only improve the performance of pension institutions,but also meet the growing demand for pension services and promote the healthy development of pension services,are important issues worthy of in-depth study.Based on the market-oriented reform of elderly care services in China,this thesis studies the pricing strategies of old-age service institutions.On the one hand,it reveals the influence of government pension policy on the pricing strategy of pension institutions,and discusses the government pension policies and adjustment measures that are conducive to reasonable pricing of pension agencies.On the other hand,this thesis deeply analyzes the strategic response of the elderly care institutions in pricing to adapt to the changes of the aged care policy and market environment,in order to provide the basis for the aged institutions to determine the price strategy.In addition to the introduction of the first chapter,this thesis mainly includes the following contents:The second chapter is mainly about finding problems.This part elaborates the types of China’s pension service institutions after the market-oriented reform,and analyzes the policy environment and market pattern faced by the pension service institutions,and deeply analyzes the operation of China’s pension service market,especially the existing problems in the pricing of pension service.The main point is: at present,China’s pension service market mainly shows that some pension institutions under the strong support and supervision of the government can realize regional monopoly to a certain extent.In terms of price,the main problems are as follows: firstly,government pension policy and government pricing still play a leading role in resource allocation,while market pricing is still limited;secondly,the price of pension service cannot fully reflect the cost,leading to distortion of resource allocation;thirdly,the matching degree of pension service pricing and service quality is still not high.There are also many problems in the operation of the pension service market,such as: it is hard to find a bed in public pension institutions,while private pension institutions is idle;private pension institutions rely on subsidies for survival or tend to provide high-end pension services to make profits.The third chapter is to analyze the problem.Based on Game Theory and Hotelling Model,this part analyzes the existing pension policy and the market environment under the influence of the pricing strategy of pension institutions.This thesis reveals the causes of the existing problems in the service price and market operation for the aged,and points out the necessity of reforming and adjusting the government’s policy on the aged.The model analysis shows that the differential financial investment and subsidy policy of the government plays a decisive role in the choice of the pricing strategy of the aged care institutions.The public pension institutions with more stickers tend to adopt cost-oriented low price strategy,which makes other pension institutions in a disadvantageous competitive position.Other pension institutions,especially those built by private pension institutions,adopt high quality and high price strategy,tend to provide high-end services,or adopt low quality and low price or even inferior low price strategy in order to survive,resulting in a public pension institutions hard to find a bed,and private pension institutions idle situation.Therefore,to change this situation,it is necessary to reform and adjust the government’s investment and subsidy policies.The fourth chapter is to solve the problem.Based on Hedonic Price Theory and Hedonic Price Model this part deeply analyzes the component factors of service price and its characteristic vector,and discusses the influence of adjustment and change of the characteristic price vector on the pricing strategy of aged care services.It provides us with a demand-oriented pricing strategy with comprehensive pricing,which is superior to those pricing strategies based on a single indicator.This kind of price strategy can be reformed and adjusted by government policy,as well as the change of the market environment and influencing factors of pension service,so as to make pension institution pricing more reasonable.With the deepening of the marketization of pension services,the transformation of public institutions and the gradual withdrawal of government investment and subsidy policies,both government-priced pension institutions and other pension institutions can take the demand-oriented pricing strategy based on the characteristic price model as the first choice of future pricing strategy.The fifth chapter is mainly the countermeasure suggestion.On the basis of a comprehensive summary of the research,this part puts forward countermeasures and suggestions to improve government pension policy and pension institutions pricing strategy.For the government,it is necessary to gradually transform its functions from a “direct management” type to a “market supervision” type of government: gradually unifying regional financial investment and subsidy standards;clarifying the norms of service behavior and strengthening the supervision of the service behavior of the elderly care institutions;formulate the price supervision scale,strengthen the supervision of the elderly institutions pricing;improve the service quality standard system,strengthen the quality of senior service supervision;building a big data platform for senior service,strengthen senior service information supervision.For the elderly care institutions,demand-oriented pricing strategy based on Hedonic Price Theory should be gradually taken as the first choice of future pricing strategy: reduce cost weight;improve service quality weight;gradually reduce dependence on government subsidies. |
