銀髮族芳香療法創新經營之探討

A Study on The Innovative Management of The Elderly's Aromatherapy

簡馨芬(Chien, Hsin-Fen) ； 涂登才(Tu, Teng-Tsai) ； 陳俊瑜(Chen, Chun-Yu)

《中醫本草芳香療法期刊》 2卷2期 (2018/11) Pp. 53-86

https://doi.org/10.6763/IJTCMA.201811_2(2).0005

摘要

銀髮族芳香療法以放鬆紓壓及健康樂活為訴求，依循預防醫學之自然療法，並認同預防勝於治療的新觀念。銀髮族著重身、心、靈層面和諧，以延緩老化及永保青春活力為基礎，且對心靈情緒療癒課程有高度興趣。本研究以銀髮族芳香療法之市場發展層面、發展策略層面、商品行銷層面及政治法律層面等四個層面，與商業模式、行銷模式、風險管理、服務管理、教育訓練及產品研發等六項功能為基礎；針對五位芳香療法產業之專家進行深度訪談並分析其訪談結果，研提創新合宜的商業模式，協助芳香療法健康產業與青年文創產業所需做串聯，並提出較為適合發展之銀髮族芳香療法產業策略的建議。進而有效與銀髮族相關產業進行策略聯盟；以飯店／渡假村導入健康養生概念之需求考量，不但能提昇健康養生服務品質，亦能帶動相關的銀髮商機，延伸多角化的營運模式。因應E化時代的來臨，銀髮族芳香療法將資訊通信技術導入醫療設備、資訊科技軟體及硬體建構在管理系統上，透過物聯網技術與數據分析，並可與中、西醫療團隊整合健康諮詢及診療；亦可結合政府推動長照2.0計畫服務，而使芳療服務業多層級連續性的服務品質更加提升，達到異業跨領域整合之創新科技服務。

關鍵字

芳香療法 ； PEST ； 五力分析 ； 專家深度訪談法

並列摘要

The elderly aromatherapy seeks to relax and healthy life, follow the natural treatment of preventive medicine, and recognize the new concepts of prevention over treatment. The silver-haired people focus on the harmony of body, mind and spirit, based on delaying aging and maintaining youthful vitality, and are highly interested in the spiritual emotional healing course. This study is based on the market development level, development strategy level, commodity marketing level and political and legal level of the elderly aromatherapy. It has six functions: business model, marketing model, risk management, service management, education and training, and product development. Based on the in-depth interviews with five experts in the aromatherapy industry, it analyzed the results of their interviews, developed the innovative and appropriate business models, assisted aromatherapy industry and the youth cultural industries to connect in series, and proposed recommendations for the silver-haired industry strategy. In addition, it will effectively carry out strategic alliances with the relevant industries of the silver-haired family. Taking into account the needs of the hotel/resorts to introduce the concept of health and wellness, not only the quality of health and wellness services could be improved, but also the relevant silver-haired business opportunities could be promoted to extend the diversified operation mode. In response to the advent of the E-era era, the silver-haired aromatherapy has introduced information & communication technology (ICT) into medical equipment, information software and hardware construction on the management system, through Internet of Things (IOT) technology and data analysis, and integrated the health consultation and diagnosis treatment with Chinese and Western medical care; it can also be combined with the government's promotion of the long-term 2.0 program service, which will enhance the service quality of the multi-level continuity of the aromatherapy service industry, and achieve innovative technology services for across-domain integration.

並列關鍵字

Aromatherapy ； PEST ； Five-force analysis ； Expert in-depth interview

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