創意內涵俱樂部的經營模式探討

高齡社會是臺灣近年十分關切的議題，高齡社會產生的工作年齡人口減少、醫療資源分配不均與熟齡族群的社交隔離等問題為本研究創新與研發的動機。本研究的目的為設計改善上述問題的創新服務和其經營模式，透過青銀共創劇本的機制幫助長輩找到自我認同與人生意義，讓他們累積的人生閱歷能夠被重視且有所發揮；另一方面，讓電影與戲劇專業的師生在與長輩互動與合作的同時獲得劇本創作靈感，為文創產業注入更多內容，讓劇本版權成為本創新服務的核心資產。本研究的創新提案為滿足長輩對互動式學習的需求與文創產業對內容需求的雙邊平台。透過蒐集次級資料了解潛在需求與國內外創意樂齡的現有方案來設計「創意內涵俱樂部」的創新提案，提供的服務為電影賞析和藝術工作坊，目標市場與目標客群鎖定為台灣都會區的養生村與五十五歲至七十五歲健康或亞健康的長輩。本研究再透過焦點訪談與市場消費者問卷調查進行合作者與市場驗證，擬定「創意內涵俱樂部」將以收取承包費、會員費、資料庫使用費和版權使用費獲利，以及未來可延伸異地旅遊、與網路串流影片平台合作、發行有聲書等服務與產品。關鍵詞：創意內涵俱樂部、青銀共創、社會企業、雙邊平台

關鍵字

創意內涵俱樂部；青銀共創；社會企業；雙邊平台

並列摘要

Aged society has become one of the major topics in Taiwan; it results in reduced working age population, inequality in medical resources, and social isolation among the elderly. In order to improve such situation and emerging problems, the present study is to propose an innovative service, which enables the youth and the elderly to collaborate and create screenplay about life stories. The study aims to make the senior citizens realize their experience is valuable, and their life stories can apply in many ways and forms of arts, hence help them gain more confidence. On the other hand, college students major in theater and film can draw inspiration from the senior citizens’ sharing, produce original screenplay to enrich creative industry. Copyright of screenplays is the property of the service. To achieve these purposes, this study establishes two-sided platform to fulfill both the elderly’s demand for interactive learning and the demand in content from creative industry. The study firstly collect secondary data to conduct market research and understand existing creative aging activities, using these information to design the services of “Creative Content Club (CCC)” , and determine the target market and target audience. Then the study uses qualitative and quantitative approaches to verify the possibility of the proposal of CCC, and comprehend more about the potential customers, develop the business strategy and marketing plan of how CCC operates as a social enterprise. Key words：Creative Content Club, youth-elderly collaboration, social enterprise, two-sided platform