胡云梦 潘佳欣 胡慧敏 胡凌娟

[摘要] 我国人口老龄化日趋严重，探索和发展养老服务迫在眉睫。依托中医药蓝海战略，发展中医药健康养老服务模式，既能促进中医药的发展，也可以积极应对我国快速老龄化的问题。本文采用案例分析的方法，选取不同中医药健康养老模式下具有代表性的养老实践案例，分析当前中医药健康养老服务融合发展的现状及不同中医药健康养老服务模式下面临的主要问题，并依此提出合理的中医药健康养老发展建议。

[关键词] 中医药;蓝海;健康;养老服务;模式

[中图分类号] R211          [文献标识码] A          [文章编号] 1673-7210（2020）07（c）-0189-04

Development conception of develop healthy elderly care model in blue Ocean field of traditional Chinese medicine

HU Yunmeng   PAN Jiaxin   HU Huimin   HU Lingjuan

School of Management， Beijing University of Chinese Medicine， Beijing   100029， China

[Abstract] It is becoming more and more serious for the aging of the population in China and is urgent to explore and develop elderly care services. Relying on the blue Ocean strategy of traditional Chinese medicine， developing the model of traditional Chinese medicine health care service for the elderly can not only promote the development of traditional Chinese medicine， but also actively deal with the problem of rapid aging in China. This article adopts the method of case analysis， to select the typical cases under different health care model of traditional Chinese medicine， analysis the current status of development of the health care senice of fusion of traditional Chinese medicine and traditional Chinese medicine health of the main problems in the elderly care service model， and in accordance with this， the reasonable suggestions on the development of traditional Chinese medicine health care are put forward.

[Key words] Traditional Chinese medicine; Blue ocean; health; Elderly services; Model

我国人口年龄结构老龄化日趋严重，2018年≥65岁人口比重达到11.9%[1]，且老年人口的内部变动加剧了人口老龄化的严峻性[2]。依托中醫药蓝海战略发展中医药健康养老服务模式，一方面充分发挥中医药自身特有的优势，促进中医药的发展与应用;另一方面也为养老市场带来了曙光，积极应对我国快速老龄化的问题。2017年《关于促进中医药健康养老服务发展的实施意见》[3]提出要加快中医药健康养老服务机构建设，增强社区中医药健康养老服务能力等政策支持。本文通过分析现有的不同养老模式及中医药健康养老服务融合发展的现状，探索适合我国国情的中医药健康养老服务发展模式。

1 中医药蓝海战略与中医药健康养老概念

1.1 中医药蓝海战略的内涵

“蓝海战略”是指企业关注并超越竞争对手，注重自身创造价值从而重建市场和产业边界[4]。……