社區健康餐飲服務之複合營運模式初探

An Explorative Study on the Compound Business Model for Healthy Diet Services in Communities

范姜素玉(Su-Yu Fan Chiang)

指導教授 ： 林能白

國立臺灣大學/公共衛生學院/醫療機構管理研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.10412

摘要

背景與目的：在全球面臨人口老化、慢性疾病負擔增加及醫療費用成長等挑戰下，促使社區初級照護的需求日益升高。又由於SARS、新流感疫情及食物安全諸多問題等一再威脅民眾健康，引發自然健康飲食風潮，惟市面上雖有很多標榜健康概念的餐飲選擇，但其實僅少數符合健康飲食標準。本研究著眼於嬰兒潮世代銀髮族自我照顧的需要與重視的價值，希望綜合所發掘的商機及相關創新研究，擬構社區健康餐飲服務平台結合其他照護服務之複合營運模式，作為發展銀髮族整合性照護服務企業之參考。
研究方法：本研究進行健康飲食產業分析、個案研究以探索相關解決方案及營運模式，再分析健康照護產業趨勢以找到潛在市場迎合未被滿足需要。此外，從創新研究以掌握營運模式創新、技術創新及新產品與服務創新等方向，以導出內部技術基礎發展模式，主要研究結果為營運模式基本架構。研究架構主要依需求驅動的供需因果關係，即依銀髮族對社區健康餐飲及人本照護服務的需求，關連上述供給面的研究。
研究結果：就健康飲食產業分析結果，「天然健康」、「當地生產」、「更健康的選擇」、「食物安全」及「自我健康管理」等項，已成為健康飲食的主要趨勢，「在家用餐」、「社區平台-虛擬與非虛擬」、「負擔得起的小奢華」、「全球化多樣性」等項，則為與生活方式有關的飲食趨勢，而「特別為銀髮族設計食物」預期將成為高齡化社會的新趨勢。次就個案營運模式比較結果，在產業微笑曲線佈局上，美國Whole Food Market專攻右半端成為全球有機食品零售通路領導品牌；台灣統一聖德科斯有機門市同時佈局兩端，創造高附加價值之利潤空間，而永豐餘生技偏重生產製造，且無法達到規模經濟，顯示經營與研發能量均不足。從健康照護產業分析中，發掘人本、以家庭為基礎及由跨領域團隊提供整合性服務等趨勢及人口老化導致各國居家照護市場成長。綜上，擬構營運模式基本架構中，市場定位為社區健康餐飲服務複合企業，目標市場為鎖定嬰兒潮世代之中高消費銀髮族，提供健康餐飲服務並整合照護服務方案，與其他業者作區隔。產品或服務線分為健康餐飲事業部（包括健康加值型奢華餐廳等）、照護服務事業部（以在宅服務為主）及諮詢與工作室。
結論與建議：社區初級照護網絡的供給缺口帶來潛在商機，最迫切的是嬰兒潮世代銀髮族未被滿足的在地老化需求，必須在社區內發展整合照護服務方案，經發掘銀髮族自我健康管理的特別飲食方案及在宅服務等具有潛在商機。創新營運模式並建構銀髮族為中心的價值網絡，提供以家為基礎的整合服務方案，透過健康餐飲事業部、照護服務事業部及諮詢與工作室之複合營運模式，以核心價值與社區內初級照護組織、家庭醫師診所及醫院等發展合作關係，並發展虛擬（網路等）與非虛擬（餐廳）之社區平台。整合價值鏈並以微笑曲線佈局，以跨領域專業團隊提供差異化的健康飲食與照護服務作為行銷訴求，蓄積研發能量以發展關鍵技術，創新機能性食物與飲料，達到發展品牌及智慧財產權的目的，並以創造高附加價值的利潤空間為最終目標。

關鍵字

營運模式 ； 複合營運模式 ； 社區健康餐飲服務 ； 人本照護服務 ； 價值鏈 ； 創新研究

並列摘要

Background and objective：Confronting the challenges of aging population, increasing burden of chronic diseases and growing expenditure on health care globally, the demand for primary care in communities is rising. Furthermore, problems like SARS, flu and food safety threaten health more and more, causing the popularity of a natural and healthy diet fashion.
Although there are lots of diet choices in the market emphasizing the “healthy diet” concept, but only a few of them actually meet the criteria of healthy diets. This study focuses on the needs and rising expectations to self-care of the baby-boomer generation. Thus, through exploring new opportunities and related innovative researches, this study tries to create a compound business model aimed at aligning healthy diet services with other care services. This study provides reference information for developing integrated care services businesses.
Methods：In this study, we conducted industry analysis and case study to find out solutions and business models on healthy diet-related sectors. Furthermore, we analyzed the health care trends to address the unmet needs, and then, highlighted issues about the business model innovation, technological innovation and product vs. service innovation. The main outcome was the framework of the business model. The study framework is based on demand-driven cause-effect relations between supply and demand to outline the supply approaches, i.e. focused on the demand of healthy diet services and person-centered care services.
Results：According to the result of the analysis of healthy diet industry, the items of "inherently healthy","locally grown", "providing healthier diet options", "food safety" and "self-management of health" have become the primary trends of healthy diet. The items of "dining at home", "community platform- virtual and non-virtual", "affordable luxury" and "globalization and variety" are those of lifestyle-related trends, while the new trend of "specific foods for older persons" is expected to address the needs of aging societies. By further comparing the business models, the result indicates that Whole Food Market aims at the right side of the smile curve to be the world's leading retailer of natural and organic foods. Santa Cruz Organic Foods, Uni-president focuses on the two sides of the smile curve concurrently to create much higher profits or the added values. Green & Safe, Yuen Foong Yu Group emphasizes on production and manufacturing activities. Due to the shortages of management skills and R&D capacity, Yuen Foong Yu Group fails to achieve economies of scale. According to the analysis of health care industry, an increasing trend of providing person-centered, family-based and integrated care services through the multidisciplinary teams is found, and also the aging population is the main reason contributing to the growing demand for home care in several countries. Overall, to create an initial framework for the business model, the market position is identified as a compound business of healthy diet services in communities. It focuses on the target market which is the group of baby boomers enjoying middle to high consumption lifestyle and aims at providing healthy diet services with integrated solutions of care that is distinct from others. The product or service lines is divided into three categories: healthy diet services（consists of value-added luxury restaurants, etc.）, care services （aims at in-home services）and consulting & workroom.
Conclusions and Recommendations：The supply gaps exist in the primary care networks in communities offer potential opportunities for private sector: The most urgent need is the unmet demand of aging baby boomers for aging in place that should be satisfied with integrated care services solutions embedded in communities. Potential opportunities in the specific diet solutions for self-management of health and in-home services are also discovered. Create the business model to organize the elderly-centered value networks: to provide home-based integrated services solutions, and develop the collaborative relationships with primary care organizations, family physicians clinics, hospitals and etc. through the compound of healthy diet services, care services and consulting & workroom. Finally, develop virtual (Internet, etc.) and non-virtual platforms (restaurants). Integrate the value chain and develop according to the smile curve: to enhance competitive strength by building multidisciplinary teams of the healthy diet and care services and to cumulate R&D capacity for developing key technologies aimed at functional foods and beverages innovation. Ultimately, to achieve goals of branding, managing intellectual property rights and creating high value-added profits.

並列關鍵字

Business model ； Compound business model ； Healthy diet services in communities ； Person-centered care services ； Value chain ； Innovation study

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