中国康养产业发展报告（2024～2025）
书 名： 中国康养产业发展报告（2024～2025）
英 文 名： ANNUAL REPORT ON KANGYANG INDUSTRY OF CHINA （2024-2025）
作 者： 何莽 主编; 杜洁 沈山 崔永伟 彭菲 副主编
I S B N： 978-7-5228-4809-9
丛 书 名：
关 键 词： 康养产业 老年旅游 康养企业 银发经济
出版时间： 2025年03月
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中文摘要
为掌握2024～2025年我国康养产业发展动态，编写团队持续采用康养产业可持续发展能力评价体系，对中国内地多个地级市及县（市、区）进行网络资料收集和专家访谈，更新国内省、市、县（市、区）等各级康养政策库、康养项目库、康养指标数据库以及康养企业数据库。本书以“老年旅游与康养技术”为核心主题，着重关注当前我国老年旅游市场发展与康养企业发展情况，从老年旅游市场供需两个层面全面剖析了老年旅游市场的现状与未来趋势。与此同时，从康养企业发展模式的角度，探讨了目前所面临的挑战。通过分析案例特征、吸收先进经验，最终形成《中国康养产业发展报告（2024～2025）》。
总报告以老年旅游发展为切入点，通过访谈法和问卷调查法，广泛收集了政府、企业、社会、家庭以及老年人个体等的宝贵意见。调研表明，老年人需求多样，常在淡季长途出游，偏好历史主题，群体出行，信息来源多元，注重品质。预计未来十年老年旅游需求将迎来快速增长。新一代老年人旅游观念的改变和技术进步将推动市场快速发展，市场分层将更加明显，但同时也面临利润低、风险高、产品缺乏专业设计、适老化服务不完善等挑战。为应对挑战，本文建议从法律法规建设、适老化改造、财税政策、社会保障等方面着手，推动老年旅游市场健康发展。
分报告聚焦中国康养企业的发展和抗衰产业的兴起两个方面。分析央企、保险和地产企业后发现，新进入者众多，产品趋向精细化，空间布局多样化，但存在养老占比高、全龄化康养未形成、运营困难等问题。报告建议关注康养产业运营、全龄康养、资源整合和人才培养。本书关注抗衰产业的快速增长，分析了衰老的多维概念和产业现状及趋势。研究指出，抗衰产业正经历市场认知成熟和竞争加剧，尽管产品和服务开发有限，但抗衰护肤、医疗美容和食品受到市场重视，预计未来客户群体将年轻化，行业将更精细化和科技化。
评价篇共有2个报告。项目团队以往年建立的康养产业可持续发展评估体系，对全国2800多个县级行政单位和330多个市级行政单位的康养产业可持续发展能力进行评估，最终评选出中国康养20强市（地级）和100强县（市、区）。康养强市和强县变化不大，但趋势值得注意。西南和华东地区保持康养产业领先地位，山西、陕西显示强劲潜力。康养产业跨省市集聚，文化深厚地区如革命老区发展良好。我国月子中心市场需求旺盛，消费者动机多样，市场在政策利好、消费升级下稳定增长，潜力大但竞争激烈。月子中心有社区家庭式、酒店服务式、郊区别墅式和医院附属式等模式，有利于产妇生理护理，促进产妇心理健康、社交等。未来发展策略包括专业建设、政策支持、科技赋能、多元化发展、品牌建设等。
专题篇共有2个报告，分别从中国老年旅游典型案例、跨代同游的市场需求和供给特征等方面展开专题调研。《2024年中国老年旅游典型案例调研报告》以2023年文化和旅游部选出的中国老年旅游典型案例为研究对象，展示老年旅游的优秀实践和经验，并分析发展中的问题。总结了老年旅游的现状、问题和机遇，介绍了智慧旅游、康养结合、无障碍设施等创新模式的应用。同时，提出优化老年旅游供给的建议，如加强产品创新、完善标准体系、引导社会资本投入，旨在促进老年旅游市场的健康发展，提高老年人的旅游体验和幸福感，支持银发经济的高质量发展。《2024～2025年跨代同游旅游产品调研报告》分析了在跨代同游领域表现优秀的企业或产品，并以SWOT分析法对上海迪士尼乐园的跨代同游产品进行了案例研究。调研显示，跨代同游通过情感联结和提升体验等手段，增强了老年人的旅游满意度，但存在服务不足和环境问题。该产品对旅游产业供需有显著影响，对老年旅游市场增长至关重要。预计未来跨代同游将趋向于定制化服务、科技整合、文化教育融合以及可持续的绿色旅游。
案例与借鉴篇共有5个报告，通过对六盘水市水城区、上海市九如城、金华市磐安县乌石村、临沂市沂蒙山银座天蒙旅游区、浙江新世界等先进发展案例进行梳理和分析，为我国其他地区地方政府和康养企业促进老年旅游高质量发展提供了经验借鉴。
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总报告
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分报告
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评价篇
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专题篇
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案例与借鉴篇
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