銀髮族產品與寂寞經濟之研究

The Study of Senior Citizen's Products and Loneliness Economy

董子豪(Chin-Hao Tung)

指導教授 ： 曾盛恕

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

「嬰兒潮世代」的銀髮族浪潮即將來臨，「心靈感受」是影響銀髮族顧客消費的關鍵，他們內心所渴望的；並非純粹來自商品的經濟效益，而是一種經由彼此頻繁互動而建立的人際關係，藉以增進「生活感質」與「心靈寄託」。「社群」交流的「情感價值」不但是克服寂寞的泉源，也是參與「體驗」與「轉型」的重要支持，所創造之經濟效益遠高於傳統產品服務型態。「社會支持」是促進銀髮長者積極投入；邁向「成功老化」的重要條件。在「產品價值創造流程」中，能夠提供滿足此需求元素的企業，不但實踐了「社會公益責任」，同時也贏得目標顧客終生的芳心，願意支付較高的價格，享受產品與服務的附加價值，為企業挹注獲利價值，建立市場競爭優勢，成為「寂寞經濟時代」中最成功的組織。
在「經營機制」方面，管理者必須塑造人文關懷的組織文化，建立彼此信任關係，提高員工投入與顧客參與程度，厚植社群情感價值，創造來自顧客、員工、組織、社會、文化、經濟等多元化的價值貢獻。本研究採取質性研究方法，選擇社區型企業及銀髮族顧客做為個案研究對象，透過研究概念架構分為深層需求、內容提供、角色媒介、經營機制與價值貢獻等五個階段進行詮釋，使有關的內容與現象具體地呈現，成為組織決策參考依據。

關鍵字

銀髮族；體驗與轉型；寂寞經濟；社會支持；產品價值創造流程

並列摘要

“Baby boomers” are getting old, which indicates the era of “elder boom” is coming. “Spirituality” are the key factors influencing senior citizen’s consumer behaviors. What they truly hope is relationships built by frequent interactions that may improve life qualia and be psychological comfort instead of product’s commercial impact. “Feelings” of “group interactions” can be seen valuable to help elders not to feel lonely. Importantly, they can also encourage “experiencing” and “transforming”. It could be asserted that the commercial impact that senior citizen products have is much greater than traditional products and services. “Social support” can be viewed as a decisive factor motivating elders to “successful aging”. In the “process of creating product value”, the business organizations which can meet elder customers’ needs can share the “social and philanthropic responsibilities” and win the loyalty from customers. They would be also willing to pay a higher price for buying products and enjoying their added values, which could increase a great amount of revenue for business organizations. Such business organizations, therefore, may enhance their competitiveness and further more become the most successful ones during the “loneliness economy”.

As for managing systems, managers should establish an organizational culture of humanity care, develop a mutual trust relationship and increase employees’ and customers’ participation in strengthening group relationships. That is expected to create values for customers, employees, organizations, society, culture and economy. This study has applied qualitative research and selected community business groups and elder customers to be the focus groups for research. Five phases have been gone through to interpret the research concept structure, which consist of deep-rooted demands, content provision, role media, managing systems and valuable contribution. This approach is to concretely present relevant contents and phenomena and then can be referred by decision makers in organization.

並列關鍵字

Senior Citizen ； Experience and Transformation ； Loneliness Economy ； Social Support ； Process of Creating Product Value

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