台灣近年新生人口數銳減的衝擊,速食店壅塞的盛況早已不再, 不僅經營績效遲滯且逐漸萎縮。在此艱鉅的大環境中,代表美式與青少年飲食文化的速食餐飲,該如何尋求對策、突破瓶頸,再創經營高峰呢?本研究分析大環境消費群的消長,隨機對都市型、有消費及行動力的銀髮族,針對速食餐飲的型態、價格、服務項目及服務時間做意向調查,了解開展銀髮市場的利基與阻礙。數據經卡方檢定與分析,研究結果歸納出開拓銀髮市場的策略有:1.需以養生概念為餐食設計本體。2.餐食的製備以製作程序較複雜者為主。3.餐食價格不宜高於新台幣三百元。4.硬體設備需作部分適合銀髮族需求的設計調整。5.較佳促銷時段是午間至晚間時段。
In recent years Taiwan falling birth rates impact fast-food scene making over-crowded no more. This situation not only makes business performance stagnating, also gradually be reducing state. This study analyzes consumption environment growth and decline. Then randomly access city seniors who had purchasing power and action about the fast food restaurant's style, price, service projects and timing intention to understand the niche and barriers at seniors marketing. Data using chi-square test to analyze. The results found to develop seniors market strategies including: 1. Health is the meals major design concept. 2. Looking for not easy to prepare dishes to be the main menu. 3. Most of seniors could acceptable consumption price less than NT 300. 4. Renew equipment, seniors need more suitable facilities design. 5. The nice promotion time is 10 am to midnight.