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中国康养产业发展报告(2020)

书 名: 中国康养产业发展报告(2020)
英 文 名: ANNUAL REPORT ON KANGYANG INDUSTRY OF CHINA (2020)
作 者:  何莽 彭菲 杜洁 沈山 崔永伟
I S B N: 978-7-5201-8126-6
丛 书 名: 康养蓝皮书
关 键 词:  医疗保健事业 产业发展 康养产业 养老体系
出版日期: 2021-04-01

中文摘要

康养大数据团队延续往年的工作,在康养产业可持续发展能力评价体系的指导下,推出全国康养20强市和100强县榜单。在2020年特殊的市场环境下,全书更关注不同康养细分领域的发展状况,以及政策环境如何对康养产业进行方向引导和市场培育,结合国内外较为成熟的康养项目或康养区域,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(2020)》。

根据2020年国内新冠肺炎疫情变化态势,本报告梳理了康养产业一年来的发展情况,康养旅游业由于人员流动的限制在疫情暴发期内受到较为严重的冲击,其他康养领域在疫情暴发期及消退期纷纷开辟线上产品或渠道,整体呈现稳中有升的发展趋势。报告同时梳理了康养产业的不同资源类别与业态形式,发现康养产业的格局逐渐成形,呈现以各区域康养资源为基础,康养旅居、运动、疗愈、研学等业态向资源依附的聚集现象。研究认为,在政策及资本市场密切关注扶持的环境下,康养产业具备可观的市场前景和发展速度,将逐步构建完整的产业生态体系。

同时,康养大数据团队对中国(不含港澳台地区)200多个地级以上城市和2000多个县(含县级市、市辖区)进行资料收集与实地走访,围绕康养产业可持续发展能力评价体系,完善国内省、市、区(县)等各级康养政策库、康养项目库以及康养指标数据库。在大量的政策和项目数据基础上,报告揭示了国内不同区域的康养产业发展特征,各区域因地制宜发展康养产业,整合区域环境、资源和政策优势,打造具有地方特色的康养项目或养老体系,呈现欣欣向荣之势。报告认为,我国康养产业发展概念火热但实践缺乏,未来需加强理论与实践探索,关注科技的转化与革新,培育发展本土康养品牌。

本报告重点关注2020年国内各地的康养政策发布,总结国家康养产业的六大发展趋势,涉及康养产业的业态融合、技术支撑、人才培养等方面;同时结合时间视角,追溯国家康养政策发展路径,提出康养基地筑台,康养地产先导、康养旅游示范、康养医疗支撑的产业发展总态势。“土地”政策是与产业发展密切相关的主题,康养用地政策从规划用途、多主体供应、优化审批等多方面为康养项目营造便利环境。“养老”政策也关系着康养产业的发展动向,报告从国家养老政策发布内容与发布机关入手,分析养老政策的议题与形式的变化趋势,并借鉴美国、日本等国家的政策经验,以此推动国内康养产业在养老政策的指引下更高效有序地发展。

本报告从产业层面上解读康养产业新形势与新热点。康养休闲农业在疫情防控常态化下迎来发展新机遇,市场需求潜力激发,经营模式产品多样化,但仍需在基础设施建设、数字化改造、人才培训等方面加大投入,依靠科技推进转型,推进康养休闲农业的高质量发展。康养项目中,借用药用植物营造康养景观,将康养概念渗入项目细节是未来康养项目的发展趋势;以我国丰富的传统草药文化为基础,融合西方先进的自然疗法,推动国内康养产业景观配置理论与实践的共同发展。

本报告从产品、开发模式、发展历程等视角,对养老社区、康养旅游、康养农业等康养产业前沿产品选取成熟案例进行分析,从不同区划层级探析本区域的康养产业发展、康养品牌培育历程,为其他区域开发康养产品、实现城市产业转型发展提供借鉴之路。

本报告主要采用网络大数据调研,对我国康养产业近年来的重要会议活动进行标准化梳理和分析,解读了康养会展的广泛性、持续性、开放度、吸引度、传播度和重视度。同时对备受关注的中医药康养、温泉康养等主题领域进行业态梳理和产业发展分析,研究报告得出中医药与温泉康养项目形式多样,呈现出向大型度假综合体发展的趋势;康养项目开发过程中应善于发挥区域文化功能,避免项目同质化严重、核心吸引力不足的窘境,推动康养项目发展各具特色、形成多样化的发展模式。

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