進入高齡者照顧服務產業之策略研究

人口老化是當今世界各先進國家共同面臨的社會變遷，臺灣也因人口結構改變-少子女化與高齡化，造成家庭可照顧老人的人力少，需要老人照顧的相對增高。如何因應這樣的變遷，是危機還是轉機，不同的人有不同的觀點與看法。本研究希望從人口結構變化影響與社會上各方面的需求消長研究觀察，正面看待這項變化，從中找出轉機，進而提出可行的商業性的因應方法。本研究採用PESTEL理論模型就我國現行與高齡者有關之照顧服務產業從政治、經濟、社會、科技、環境與法律等作一大環境趨勢掃描分析，並特重政策與法律整體環境的研究，從老人福利、長照政策下觀察以高齡者為服務對象產業現況，提供進入以高齡者為對象之照顧服務產業之建議，以供廠商投資布局與經營策略的參考；並採用價值鏈分析法，透過個案的研究探討個案營運活動中可為企業帶來利潤之創造價值的經營活動，進而萃取這些個案的共通性的價值活動特徵，建立一個以高齡者為服務對象之產業的價值鏈及其結構或體系，進而找出企業經營方向，增加獲利的策略。本研究發現生活照顧服務產業因政策鼓勵且不涉及醫事專門職業，其法令規範要求門檻較低，是較容易進入的市場。又，高齡者照顧服務產業的營收來源可區分公費市場與自費市場，從健康、亞健康老人占老年人口數大約八成，可知自費市場範圍較大。透過以高齡者為服務對象之產業體系圖，可進一步聚焦進入的服務項目或類型，藉此找尋可提供之產品或服務。

關鍵字

高齡者；照顧服務產業； PESTEL分析；價值鏈；商業策略

並列摘要

Ageing population is a common social change faced by many countries in the world today. Taiwan also has the social problem, due to the changes in its demographic structure - less children and more elderly people. As a result, many families have few household members to take care of the elderly and the need for elderly caring is relatively high. How to respond to such changes? Is this a crisis or a turning point? It depends on different views and opinions. This paper tries to study the impact of changes in demographic structure and society, and to discover the needs of various sectors. We would like to look at this change positively, to find a turning point out of it, and further to propose a feasible commercial response of business plan. This paper uses PESTEL analysis to scan and analyze current environmental trends in Taiwan's elderly caring services industry, which includes the political, economic, social, scientific and technological, environmental, and legal perspectives. In this study, it’s specially focuses on policies and legal factors. After review the current status of the Elderly Welfare and Long-Term Care Services Policy, this article provides some suggestions about making investment decisions and business strategies for those who intend to enter elderly caring service industry. This article also uses Michael Porter's Value Chain Model. Through few cases studying, we explore how their businesses operate, how to develop a series of value-generating activities. We also try to find out the common characteristics of value-generating activities that can make business plan or create profits for the firms. Finally, we try to establish and form a value chain which can systematically catch the opportunity of the change of Elderly Care Service Industry Structure. We conclude this paper to three main points. The first, Life Care Service Industry is easier entering than others. The second, the revenues can come from at public expense market or self-financed expense market. Besides, there are about 80%Health and Suboptimal Health elderly people for total elderly people, and they can create a market of self-financed expense which is even bigger than public expense. The last, we can focus and define on entering products or services by the Elderly Care Service Industry Structure.