本研究主要目的在探討桃園縣立案老人機構現在所做的服務措施,是否實際符合老人的需求,並瞭解老人機構在面臨市場化轉型機制下經營上實際的運作情形及因應之策略,且試圖建構老人機構市場化發展策略模式。本研究採質化研究深入訪談法,研究範圍為桃園縣立案老人機構,其中老人機構之負責人或主管訪談計6位,老人計6位,家屬計2位,學者專家(係從事老人領域工作達10 年以上經驗)訪談1位,總共完成訪談對象15位。本研究結果發現,在市場化下老人是主要的消費者,現在老人機構在創立時,不只考量相關法令的規定,同時也會以老人的觀感為出發點去著手,尤其是「家」的感受是最為重要,而老人機構與社區的結合,透過互動彼此獲得不同的利益,對老人而言在地的文化也是相當重要的,從桃園縣的老人機構中也可以看出老人多半會入住在自己已經熟悉的社區中。面對新一代的退休人口,在營利與非營利之間,老人機構已漸朝企業化經營,彷若遠雄的企業經營一條龍服務方式,可作為老人機構經營的參考,從打造機構、行銷到提供相關服務,跳脫傳統的老人機構框架,以「老人」為尊,設計一個自己即使是老人也想居住的環境及服務方式。最後,本研究亦建構老人機構在市場化策略:1.市場定位;2.創造需求;3.評鑑制度佳績;4.創新與領先;5.優質專業團隊人力;6.成功領導者的特質;7.無法模仿的核心能力--知識;8.多角經營;9.創造附加價值服務,並提出問題省思與建議。
This paper aims to analyze the services for Senior Citizens Organizations in Taoyuan County. The researcher intended to explore how Senior Citizens Organizations develops its strategies in the operation process and construct its marketization.Due to realize the extremely needs of senior citizens, this paper collected relevant information from participants (Organization managers, senior citizens, family members and experts), the researcher implemented qualitative research, depth interview.As a result, “Home feeling” is the key factor that affected the marketization of Senior Citizens Organizations. Under the circumstances, it is vital for Senior Citizens Organizations to maintain statutory provisions, integrate local culture and combine the community. “Communalization” is the obviously development trends in Taoyuan County, senior citizens tend to live in well-known area and share benefits with the community.The next generation of retired people in Taiwan could face the corporatization of Senior Citizens Organizations. Plaining an “One package service mode”(ex: Farglory ) based on elderly first and providing an elder friendly environment become mainstreaming. In conclusion, the results showed the strategies for the marketization of Senior Citizens Organizations are: 1.Market Position; 2.Creating Demand; 3. High Quality Evaluation System; 4.Inspiration and Innovation; 5.Professional Teamwork; 6.Leadership; 7.Knowledge; 8.Diversification Business Model; 9. Value-Added Services & Problem Feedback.
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