以Kano及TRIZ探討銀髮族健康養生旅遊之服務品質策略

Using Kano and TRIZ to Investigate Senior Citizen for Health-keeping Travel Service Quality Strategy

陳彥均(Chen Yan-June)

指導教授 ： 周中理 ； 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

回顧台灣經濟發展歷程，從早期農業年代蛻變到現今凡事都講求服務加值的時代，這也代表著現代人的消費習性之轉變。由於民眾生活水準大幅度的提高、醫療技術和科技持續的進步，台灣民眾對於健康養生的意識也逐漸抬頭。另一方面，人口老化為目前全球皆面臨的問題，台灣當然也不例外，內政部在民國102年10月底發布最新的數據，國內65歲以上的高齡人口占總人口比率達11.43%，如今台灣面臨高齡化的社會，未來老年人消費市場是台灣必然的商機與趨勢。另外，自2010 年開始，由於大批二次大戰後(1946-1964)出生的戰後嬰兒潮人口紛紛到達65 歲，故老年人口數將急速增加(DaVanzo，2001)，嬰兒潮世代的銀髮族與以往傳統銀髮族相比，嬰兒潮銀髮族更健康、經濟狀況更好、教育程度更高，而對退休後積極、優質及創新的體驗和生活要求也更高(Patterson & Pegg ，2009；李文龍，2003)，因此他們除了是銀髮商機的重要消費者之外，更可以是社會上的資源提供者。
因此本研究將以嬰兒潮銀髮族為主要研究對象，採取Kano模式，讓我們能夠了解銀髮族對於健康養生旅遊的各種服務要素的喜好，如此一來即可擁有清楚的方向來建議業者進行銀髮族健康養生旅遊產業的精進及改善。進一步，為了讓業者能夠有限資源考量下來達到差異化優勢，在此，將藉由蘇聯科學家阿奇舒勒(Genrich Altshuller)於1946年所提出的TRIZ理論，TRIZ理論是「創意問題解決」的方法，它透過數百萬計的專利分析，將當時全世界發明者新穎的想法與問題，歸納出改善問題的具體方法，使得創新變成有「普遍性原則」，也讓創新流程更具「預測性」。

關鍵字

嬰兒潮銀髮族 ； 服務品質 ； TRIZ理論 ； Kano二維品質 ； 健康養生旅遊

並列摘要

Looking back to Taiwan economic development, early agricultural age transforms to the modern age which require service anywhere. It represents the transformation on consumption habit for modern people. Due to the popular life standard increasing, medical technology and 3C technology is progressing, Taiwanese gradually lifts their conscious to keep in good health. On the other side, aging popular is all we need to face so far. Taiwan is not without exception. However, Ministry of the Interior published the latest data in October, 2013. The data showed that domestic advanced aging population, who over 65 years old, comprised 11.43 per cent of total population. Nowadays, Taiwan becomes an advanced aging society. In the future, senior citizen consumption market will be an essential business and trends in Taiwan. Otherwise, since 2010 year, due to the large numbers of post-war Baby Boomers was born in after World War II (1946-1964) all are 65 years age gradually, so it will rapidly increase in the senior citizen population (DaVanzo, 2001). Comparing with Baby Boomers and traditional senior citizen, Baby Boomers have good healthy, better economic ability, and higher education than traditional senior citizen. After retirement, Baby Boomers are more active and excellent to build creative experience and require high life quality (Patterson & Pegg，2009；Wen-Lung Li，2003). Therefore, Baby Boomers are not only important consumers but resource providers in society.
For this reason, Baby Boomers are the main samples for current research. The study adopted Kano model in order to realize each kind of service habit for senior citizen on their health-keeping travel. It is help that current results could give the advice for businessman to improve senior citizen health-keeping travel. Moreover, it enables businessman to achieve differentiation advantage with limit resource. Scientist, Genrich Altshuller, from Soviet Union puts forward TRIZ method which is a way to solve creative problem. It analyzes by several million computation to induce all concrete way for improving problems, which is coming from whole world with creative and new thoughts and problems.

並列關鍵字

Health-keeping travel ； Baby Boomers ； Service quality ； TRIZ method ； Kano’s Model

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