銀髮族的友善環境

Friendly Environment for the Seniors

李易儒(Yi-Ju Lee)

指導教授 ： 陳建良

國立暨南國際大學/管理學院/高階經營管理碩士學位學程/碩士(2017年)

摘要

台灣即將成為「超高齡社會，人口老化速度為全球第一；這是國人不得不正視的問題。因此，盛行於日本及歐、美國家已相當時日的養生渡假村也開始悄悄的在台灣吹起一股風潮，高齡社會帶來老人住宅商機，內政部也修正老人福利法，增訂了老人住宅專章，全面激勵民間投資興建老人住宅。安養中心或養生村就是其中一個非常重要的工程選項。但如何吸引銀髮族，以及銀髮族子女選擇養生中心的考量因素、經營成功關鍵為何?
隨著社會結構改變，各大企業機構重視銀髮族市場，紛紛都想投入這塊銀髮族市場搶食，但仍未有效規劃居住者屬性，坊間仍多侷限於老弱、病、殘、安養為主，或是較普及化、平民化的養生村。現今養護機構亦較少注重養生觀念，僅提供日常照護服務。
本研究之目的，係以飯店/渡假村導入養生村概念之需求考量、行銷管道、住宿意願之關聯性研究。深入瞭解與探討如何建構快樂養生度假村，以區隔現今國內各養生村，並首創量身訂做以享受人生的金字塔頂端客戶。
本研究結論發現，銀髮族市場需藉由市場區隔，以針對特定族群提供標準化的服務水準，進而有效與銀髮族相關產業進行策略聯盟；此策略不但能提昇養生村服務品質，亦能帶動相關的銀髮商機，延伸多角化的營運模式。

關鍵字

銀髮族 ； 金字塔頂端 ； 養生村

並列摘要

Taiwan is about to become a " hyper -aged society", the increasing of population aging rate is the fastest in the world; this is the serious problem that people have to face. Therefore, the prevalence of Japan、Europe and the United States has a considerable time of the health resort also began quietly blowing in Taiwan, a wave of old age to bring the elderly residential business opportunities, the Ministry of the Interior also amended the elderly welfare law, updated the elderly Residential special chapter, a comprehensive incentive to invest in the construction of elderly housing. An Accreditation Center or Health Village is one of the most important engineering options. But how to attract senior citizen and their children to choose health center is the main point. What is the key to success? What are their considerations?
With the change of social structure, the major corporate organizations attach importance to the senior citizen market, have wanted to put this piece of senior citizen market snatch, but still not effectively planning the properties of occupants, printing is still confined to the old and weak, sick, Mainly, or more popular, civilians of the health village. Today's conservation agencies are not really focus on health concepts, they only provide daily care services.
The purpose of this study is to study the relationship between the needs of the concept of health village, the marketing pipeline and the willingness to stay in the hotel / resort. In-depth understanding and explore how to build a happy health resort to segment the current domestic health village, and the first tailor-made to enjoy the life of the pyramid top customers.
The conclusion of this study shows that the market of senior citizen needs to be separated by market segment to provide standardized service standards for specific ethnic groups, and thus effectively cooperate with silver-related industries. This strategy can not only improve the service quality of health-keeping villages, Of the silver business opportunities, extending the diversified business model.
Taiwan is about to become a " hyper-aged society", the increasing of population aging rate is the fastest in the world; this is the serious problem that people have to face. Therefore, the prevalence of Japan、Europe and the United States has a considerable time of the health resort also began quietly blowing in Taiwan, a wave of old age to bring the elderly residential business opportunities, the Ministry of the Interior also amended the elderly welfare law, updated the elderly Residential special chapter, a comprehensive incentive to invest in the construction of elderly housing. An Accreditation Center or Health Village is one of the most important engineering options. But how to attract senior citizen and their children to choose health center is the main point. What is the key to success? What are their considerations?
With the change of social structure, the major corporate organizations attach importance to the senior citizen market, have wanted to put this piece of senior citizen market snatch, but still not effectively planning the properties of occupants, printing is still confined to the old and weak, sick, Mainly, or more popular, civilians of the health village. Today's conservation agencies are not really focus on health concepts, they only provide daily care services.
The purpose of this study is to study the relationship between the needs of the concept of health village, the marketing pipeline and the willingness to stay in the hotel / resort. In-depth understanding and explore how to build a happy health resort to segment the current domestic health village, and the first tailor-made to enjoy the life of the pyramid top customers.
The conclusion of this study shows that the market of senior citizen needs to be separated by market segment to provide standardized service standards for specific ethnic groups, and thus effectively cooperate with silver-related industries. This strategy can not only improve the service quality of health-keeping villages, Of the silver business opportunities, extending the diversified business model.

並列關鍵字

The Seniors ； Top of Pyramid ； Health Care Village

參考文獻

一、中文部分

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張麗伽，(2010) ，老人安養護的第一本書。臺北市：書泉出版社。

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陳肇男，(2001) ，快意銀髮族－台灣老人的生活調查報告。臺北市：張老師文化事業股份有限公司