台灣戰後嬰兒潮世代之銀髮商機探討

Programs to Identify Trends & Needs Amongst Future Retirees (Currently 45 to 55 Years Old) in Taiwan & Also Develop Possible Directions for Products & Services Development

許福源(Hock-Guan Khor)

《2007年台灣銀髮族休閒運動與健康產業發展學術研討會論文集》 2007年 (2007/11) Pp. 39-49

https://doi.org/10.29435/2007YINFA.200711.0039

摘要

台灣的人口結構正逐年老化，而且平均壽命也愈來愈長。50年代國民平均壽命約50歲，然而目前平均壽命已上昇至76.3歲。隨著平均壽命的增長，50歲以上的族群將於2025年達雙倍成長，而50歲以下族群的佔有率將下滑14%。以市場的角度而言，過去針對“銀髮族群”這個深其潛力的未來市場的關注似乎稍嫌不足。此現象在40歲至50歲初期同時也被稱為“戰後嬰兒潮世代”的族群亦可窺見。“戰後嬰兒潮世代”的態度與價值觀有別於上個世代，也開啟不同的消費與使用行為。因應而至的將是全新的商業契機。根據上文所述，本研究藉由開創『模組化需求洞察程序』，透過累積外部資訊、趨勢追蹤、使用者需蒐集、消費者概念實證等過程，以達到以下研究目的：一、確認該族群尚未被滿足的需求。二、根據需求延伸發展出一套成功的新商品／服務研發策略。三、發掘新商機，以及進一步刺激台灣“銀髮族”市場的榮景。本研究經實證之後共得下列四項一、戰後嬰兒潮世代對自己的認知與對銀髮時期的期待。二、對戰後嬰兒潮世代未來商機發展方向。三、尚在發展中或逐漸成形的產品或服務四、後續商機調查建議。

關鍵字

銀髮族 ； 戰後嬰兒潮 ； 銀髮族需求 ； 模組化需求洞察程序

並列摘要

Taiwan's population is getting older and staying alive longer. The average lifespan back in 1950 was 50 years old; now, the average lifespan is 76.3 years old. With this increase in lifespan, the population of those aged 50 years old and older will double by 2025 and those aged below 50 years old will drop by 14%. However, looking at the available products/services in the market, it seems the 'retirees' market has been somewhat placed with less emphasis. As each generation passes, marketers are finding that this segment of consumers having more potential.This is especially so with those who are currently in their mid / late 40s to early 50s, as they are considered the ”baby boomers” generations. Their attitudes and values may be different from the previous generations. Differences in attitudes and values often result in differences in purchase and usage behaviour. This presents an opportunity for new products and services that are targeted at this segment of consumers. The ultimate objective is to identify the unmet needs for this segment of consumers which in turn would formulate and implement a successful new product / service development strategy that will deepen relationship with this segment of consumers. The business objective would be to help explore new opportunities for businesses that would aid in promoting the ”retiree” market in Taiwan.

並列關鍵字

elder ； senior citizen ； baby boomer ； insight of baby boomer ； business opportunity of elder