Research About The Business Model For The Small And Medium-sized Real Estate Companies Enter High-end Aged Person Care Service Industry

Though the real estate industry has developed rapidly, but there are some imperfections of the land system and the corresponding measures, so the housing prices rose faster and resulted in a series of economic and social problems, since2010, the State has taken a series of measure as tighten credit,limited-purchase, the real estate industry is facing the uncertainty of the development.Thus the small and medium-sized real estate companies must have a clear coping strategies and develope its own distinctive business model in a more professional field. This study suggests that small and medium-sized real estate companies can select high-end aged person care service industry to enter, there are three reasons for this choice:(1) high-end care service for the aged person industry and real estate development can combined, the combination can be difficult to duplicate;(2) high-end care service for the aged person industry is an emerging industry, which will be a huge room for growth;(3) The high-end care service for the aged person industry has some industry policy support to develop.To enter the high-end care service for the aged person industry, Small and medium-sized real estate enterprises needs strategic planning, clear design, unique business model to success. This study based on the following logic. First, we determine the basic value proposition for small and medium-sized real estate enterprises to enter the new industry, second, analyse what the needs of target customers seeking, third, redesign the business model which small and medium real estate companies go into the high-end services industry. Finally, we analyse the the key difficulties in corresponding model.We design the questionnaire by ourself, we investigate the target customers in the Jinan area. We found that, the target customers in this area regard family value as important when they will retired, their consumer preferences are more conservative. But they does not exclude the high-end service organization as one of choice for retire life though they have some reservations ideas. They also places great emphasis on the service quality and attitude of service person for the aged person service organization.Based on the concept of "family pension" or "club endowment", and the concept"rapid recovery" or "long-term recovery", we divided business models which enter the high-end aged person service industry’s into four kinds, namely:pension real estate, family-style high-end nursing home, pension apartment club, high-end nursing home. As customers in Jinan pay more attention to the concept of family value,so we locked business model as the pension estate and the family of high-end nursing home, the customer value required to provide and the implementation of the key points of these two business models are analyzed afterwards.This study has two significance, first, this study provide a valuable basis to the development for a large number of small and medium-sized real estate companies.Second this study is closely related to the pension problem to solve.