日本已經進入「超高齡社會」的階段,高齡人口占其總人口比例的23.7%。本論文使用日本政府官方資料,從健康、生活及經濟層面來探討高齡人口之生活實際狀況。接著進行高齡者產業之現況探討,除了產業做分類之外,也從行銷的角度切入,進行市場及產業的分析,並且在眾多高齡者產業當中,選定照護產業來進行事例分析。在其中,首先將照護保險制度之整理,並選定照護企業Nichii學館為研究目標,對此企業之行銷手法以及策略進行分析整理。 由於進入高齡社會是個先進國家不可避的問題,除了政府會提出相關因應的措施,諸多企業也會以此作為新商機的契機,進行新事業的開發。但是企業在進入高齡市場時,若能更深入了解現今高齡人口之實際生活情形,以及其心境的轉變,才能夠從對的角度進行策略行銷。 關鍵字:高齡社會、照護保險制度、策略、行銷、Nichii學館
Japan has now entered a so-called ‘critically-aging society’ period. According to studies done by the Ministry of Internal Affairs and Communications, seniors account is 23.7% of the total population. This paper use Japan government released studies and statistics to understand the healthy and life of senior population. And besides classify the senior-oriented industry, also discuss it on marketing strategy. First, summarize long term care system , and choose Nichii Gakkan to do a case study. And analyze the marketing strategy of it. Because aging is a inescapable problem for developed countries. Not only government will present correspondence policy, company also take it as a business chance to develop new field. But if company may realize that how senior’s life going and how quick they change their thinking, company could get right way to enter the senior market.
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