優等老人機構經營策略之分析

A Study of the Operational Strategy of Excellent Senior Citizen Welfare Organizations

陳勤敏(Chin-Min Chen)

指導教授 ： 陳燕禎

元智大學/資訊學院/資訊社會學研究所/碩士(2009年)

摘要

本研究主要目的在探討優等老人機構經營現況與發展，瞭解經營者對於其經營策略為何，以建構其經營策略模式，希望能提昇老人福利機構的服務品質。研究進行採質化研究之深入訪談法，以2007年政府評鑑優等北、中、南三區機構為研究對象，選取機構經營者7人、機構住民3人和專家學者2人進行深度訪談。研究結果顯示，優等老人機構會因自身財力、規模、理念想法等不同，所呈現出機構的競爭優勢也各異，表現出不同的經營風格；優等機構在經營的過程之中會將機構的理念、做法和價值予以具體化呈現，且與社會產生一個良性的互動規範。從研究結果建構出優等老人機構的經營策略有五個要素：1.明確的目標市場及定位策略；2.充足、優質的照顧人力策略；3.豐富休閒娛樂活動策略；4.服務人性化策略；5.配合評鑑爭取佳績策略。這五個要素是機構經營的「飛輪策略」，亦即機構剛開始經營時會比較辛苦，但當機構將市場定位成功，推動起第一圈的輪子時，這也常是最艱難的部份，但之後機構的運作產生「飛輪效應」，亦即機構上軌道、制度化之後自然能順利運轉，機構便能永續經營。最後，本文亦提出建議機構老人在生活態度似為較消極，建議機構應提供多元的社會支持方案，讓老人在生活能夠更充實、快樂；此外，亦建議政府可依據市場的發展適時調整相關政策法規，以切合機構經營之實際需求。

關鍵字

老人福利機構 ； 新制度論 ； 資源依賴 ； 充權 ； 競爭優勢

並列摘要

The main purpose of this study is to examine the status and development of the operation of excellent senior citizen welfare organizations, to understand the operational strategy of the operators and to construct applicable operational-strategic models in the hope of promoting the service quality of senior citizen welfare organizations. Adopting the In-depth Interview Method of qualitative research, this study focuses on organizations from the north, the central and the south, evaluated to be excellent in 2007 by the government, as its research subjects and selects 7 organization operators, 3 residents of the organization and 2 professionals for in-depth interviews. As the results of the study show, due to essential differences in finance, scale, philosophy and ideas, these excellent senior citizen welfare organizations enjoy different competitive edges and demonstrate different operational styles. An excellent senior citizen welfare organization will specify its ideas, procedures and values during its course of operation and produce a nonmalignant interactive norm with the society. The following five factors related to the operational strategy of excellent senior citizen welfare organizations are constructed based on the results of the study: 1. specific target market and orientation strategy; 2, sufficient and good-quality care workforce strategy; 3. diverse leisure and recreational activity strategy; 4. people-oriented service strategy; 5. evaluation cooperation for the pursuit of excellence strategy. These five factors compose the ‘flying wheel strategy’ for the operation of an organization. In other words, the operation of the organization will be difficult at the beginning, just like the first lap of the wheel is also the most difficult part, yet after the organization successfully positions the market, the ‘flying wheel effect’ exerts itself for its operation, pushing the organization on the right track and enabling the organization to a sustainable development under an institutionalized operation. Lastly, the study recommends that since senior citizens admitted to a welfare organization tend to form a passive attitude towards life, it is advisable that organizations should provide them with more social support programs so that they may enjoy a fuller and happier life. In addition, the government should also timely revise relevant legal regulations based on the development of the market in order to meet the actual needs of the operation of an organization.
Keywords：senior citizen welfare organization, new institutionalism, resource dependence, empowerment, compeititve advantage

並列關鍵字

senior citizen welfare organization ； new institutionalism ； resource dependence ； empowerment ； compeititve advantage

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