打造銀髮生活烏托邦！高齡社會銀髮產業資源整合策略之研究－以力麗集團為例

銀髮產業(senior industry)是指以高齡者為消費主體，並提供高齡者於生活上基本需求、特殊福利，更協助自我實現相關機構及產業群體。台灣2018年3月老年人口比率高達14%而正式進入高齡社會 (aged society)，推估將在8年後老年人口比率達20%，邁進超高齡社會 (super-aged society)。高齡者的需求已與往常觀念有所不同，開始追求自己的生活品質，許多企業看到銀髮商機的大餅，也紛紛將消費客群從年輕人拓展至高齡客群，因此銀髮相關產業的需求及競爭力也大幅增加，為開拓銀髮產業的藍海，企業以目標市場需求並針對企業內部及外部資源做分析與整合，以優勢資源來創造競爭優勢。本研究以力麗集團為案例，採個案研究法，針對策劃整合策略之五位高階主管，以深度訪談的方式了解銀髮產業發展現狀，如何運用企業資源分析優勢資源並將銀髮產業拓展其產業版圖之策略，有利於產業發展。研究發現長照依然是銀髮產業發展的主體，而擁有企業背景對於其在推動銀髮產業方面是為優勢資源並能延續該企業的後續發展與尋找新資源，基金會必須產生自我優勢資源並擁有使用資源之能力，以主導產業推動方向，不只有基金會內部資源運用，更有機會與集團旗下之事業體做大規模資源整合，拓展銀髮產業生態系統。

關鍵字

銀髮產業；資源基礎理論；產業生命週期

並列摘要

The senior industry, which refers to senior citizens as the main consumers, provides the elder people with basic needs and special welfare in their lives, and further assists self-realization-oriented institutions and industrial communities. In March 2018, Taiwan’s elderly population was as high as 14% and officially entered the aged society. It is estimated that the elderly population will reach 20% in 8 years and move into a super-aged society. The needs of the senior citizens have been different from what the common concepts prevail, and the elderly have begun to pursue their own quality of life. Many companies have noticed the I business opportunities, and they have also expanded their consumer base from young people to senior citizens, so the demand for elderly-related industries and its competitiveness has also increased significantly. In order to develop the blue ocean of the senior industry, enterprises analyze the target market demand, integrate internal and external resources, and create competitive advantages with superior resources.This study takes Lealea Group as an example, adopts case study method, so as to boost the understanding to the current situation of senior industry by means of in-depth interviews, and to the strategy for senior industry to expand its industrial territory, by exercising enterprise resources to analyze superior resources, which is conducive to industrial development. The study found that Long-Term Care is still the main body of the development of the senior industry, and that having a corporate background is an advantageous resource for promoting the senior industry and can continue the subsequent development of the enterprise and can find new resources. On the other hand, the foundation must generate predominant resources and have the capability to use resources, in order to lead the industry, in that not only can the foundation make use of their internal resources, but also it have the opportunity to integrate large-scale resources with the business of the corporate group to expand the ecosystem of the senior industry.