長期照顧服務法對護理之家經營策略之研究

The Study of Long term Care Home Act on Nursing Home Operating Strategy

陳玫如(Mei-Ju Chen) ； 陳泰源(Tai-Yuan Chen)

《全球管理與經濟》 12卷1期 (2016/06) Pp. 53-70

https://doi.org/10.6565/JGME.2016.12(1).4

摘要

台灣地區2011 年老年人口以達10.8%，推估到2056 年時就可能會增加至37.5%，除了繼續朝高齡社會前進外，已經使台灣成為全球年齡最老的國家之一，而護理之家的設置是在於老人家罹患慢性疾病造成生活自理能力之缺損，家庭又無照顧資源及技能時法，機構式照顧需求與日俱增，也造就了各種不同功能機構之迅速成長。後來台灣設置大量的護理之家，除了因應時代變遷所產生的發展趨勢外，護理之家本身經營管理制度的好壞，也影響到醫療保險制度的良窳，特別是從過去到現在已經存在的護理之家各種的制度運作失靈現象，顯示護理之家各項的管理課題，尤其是關於到護理之家的組織運作危機，決策者要如何從市場生存競爭至機構利潤，進而履行其社會信任，實有研究的必要性。因此，本研究採取質性研究，以護理之家為個案研究對象，分別從產業特性、策略特質、品牌與消費者關係等方面予以探討護理之家之經營策略。本研究根據文獻探討及個案實證分析，獲致重要結論：1.護理之家形象佳，有利於經營；2.護理之家設置必須著重於社區化、在地化及便利性；3.人口老化照護需求大，經營者熟悉市場趨勢；4.專業人才多而且照護經驗純熟，將有利於護理之家經營；以及5.機購軟硬體設施充足且提供客製化服務，也有利於護理之家經營。根據上述研究結論，提出下列建議：1.建置具備實務性評鑑指標；2.護理之家評鑑結果要能搭配獎勵措施；3.長期照護保險法實施要多與業者溝通及協調；4.提供客製化導向之服務內容，以利於護理之家經營；5.進行策略聯盟，並採取創新性永續經營模式；以及6.採取成長與獲利兼顧之差異化策略。

關鍵字

策略 ； 經營策略 ； 護理之家

並列摘要

The large number of nursing homes in Taiwan is not only a developmental phenomenon caused by changing times but also a representation of what ails the current medical insurance policies due to the homes' management styles. Especially those policy failures, both past and present, have demonstrated a necessity for executives to address these nursing home organizational operation crisis from market competitions to organizational profits while gaining the trust of society. Thus, this research takes a qualitative approach with nursing homes as case studies to explore their business strategies from industry characteristics, strategy characteristics, and relationship between brand and consumers. We obtain the following conclusions: 1. Good image is a business advantage for nursing homes; 2. Communities, Locality, and Convenience are vital for nursing homes; 3. There is an increasing need of home care due to aging population, executives must understand market trend; 4. Caretakers must have experience and professional care license; and 5. Provide good software/hardware and customer service will be beneficial. We will provide the following suggestions from these conclusions: 1. Establish substantial evaluation metric; 2. Create reward system with evaluation results; 3.Long term care insurance policy must be communicated between business owners; 3. Create a customizable service plan; 5. Create a strategic alliance in order to come up with innovative business models; and 6. Adopt a differential strategy between growth and profit.

並列關鍵字

Strategy ； Business Strategy ； Nursing Home