綠色樂齡生活區建置之商業模式探討－以某社區為例

在追求發展的同時，使「老有所終、壯有所用、幼有所長」，是儒家文化的堅持。延展其含意，也是希望老年人能有安養晚年的地方，而這樣的地方，同時需要青壯年的扶持提供社會機能，完善整體社會或社區系統的結構。隨著高齡化社會的來臨，「綠色樂齡生活區」便提供了這一類解方。結合了「長期照護」與「在地活躍老化」之元素，建構綠色照護的生態圈成為一項永續發展的方式。而盤點自然環境較富有的台灣農村社區，可以發現除了老年人比例更高之外，綠色環境也同時成其優點，替農村社區發展「綠色樂齡」的可行性漸增了不少。而隨著此一生態圈的建構，農村外移的人口也會逐漸洄游，使「大同」之理想成真。本研究隨即依指導教授之分析及建議，參閱了〈北區農村綠色樂齡生活區營造計畫書〉，並隨同計畫主持人拜會示範社區之引領者，進行半結構式訪談，後續並藉與管理學理論之對話，逐漸醞釀此研究之脈絡。過程中援引商業模式九宮格與價值鏈之分析，由不同角度切入解構社區事件，並於文末提供發展平台之策略建議。雖然社區之發展並未如同商業世界之營利與瞬息萬變，然而藉由學理理論之分析，嘗試提供管理意義並跨越「學、用」之藩籬，未嘗不是雙贏的結果。

關鍵字

平台策略；社區營造；商業模式；策略分析；價值鏈；樂齡商機

並列摘要

The ethical foundation of Confucian culture is to make sure that "Provision is secured for the aged till death, employment for the able-bodied, and the mean of growing up for the young." in the pursuit of societal development. In practice, creating a space where the elderly can enjoy a good later life, supported by the young through providing various social functions and constantly improving the structure of the larger social and community system. With the impending aging society, the "Green Senior Living Community" provides a feasible solution to the societal challenge. Combining the core constituents of “long-term care” and “active aging”, the eco-sphere of green care has become a sustainable development appraoch. In the rural communities of Taiwan where the natural environment is rich, the green environment has its advantage which makes developing “green aging” both desirable and feasible. With the success of such an ecological system, the outbound migration of young people may be willing to return, thus realizing the ideal of the "Datong world". The researcher followed the project leader of an ongoing government sponsored venture entitled “Green Senior Living Community Development Project” into the target community and conducted semi-structured interviews. In the process of integrating first-hand and second-hand materials, the analyses of Business Model Canvas and Value Chain were invoked to re-construct critical community events, and suggestions for the streamlining various strategic projects and the eventual construction of platform mechanismswere proposed. Although the development of the community is not as profitable and fast-changing as the business world, applying the theory, exploring managerial implications, and overcoming the barriers of "Academe and Practice" is a win-win result.