- 學位論文
台灣地區老人安養市場多元化經營策略可行性之評估
Marketing Analyses and Research in Development of Diversification Strategy Approach in Elderly Healthcare of Taiwan
摘要
老年人口增加，以老人為消費主體時代的來臨，政府勞退新制上路，提前退休潮來臨，未來以老人為市場的產業將能蓬勃發展，老人養護及長期照護機構也隨著迅速增多。然而新生人口逐漸降低，少子化趨勢，導致勞動力不足、人口老化、扶養負擔過重等社會經濟問題，青年在經濟上是否能照顧其雙親成了未來的隱憂。以老人為對象的產業將逐漸呈現壓力和困境，許多有意從事老人產業之投資必須作慎重之評估和分析，找出永續經營老人之模式。 本研究分別以探討新的經營模式與策略和可行性市場評估兩大主題。針對老人安養建構創新經營模式，讓其更符合未來老人的需求，讓經營者更具競爭力。研究中以「文獻分析法」方式建立模擬的「多元化經營之理想退休中心」，及以「修正式問卷調查法」方式評估其市場之可行性。本研究研擬的「老人安養多元化經營策略」，是以健康管理、永續教育和休閒創新，所組合，主要重點有：以尊嚴及價值為目標之退休小鎮；以再進修模式，開創退休族群潛在特質及自我能力；以類似club med旅遊業的經營方式，延伸世界各點，短期旅遊及相互交換居住方式拓展退休族群國際視野；以增加戶外休閒遊憩之場所，提供年輕人休閒，老人工作機會，儲蓄未來的安養基金；以專業照護人員外，更推展互相照護，和尖端科技儀器之應用；以居民自治經營模式，自我創造新構想，讓每一個居民沒有生病的機會，健康終老，老有所為。更改過去單一模式之經營理念，「發展多元化經營策略」研究。 問卷調查是以人工方式進行訪談問卷，共接洽102人。根據假設一的統計上結論「年齡」及「有無子女」和「是否會住進理想中類似安養休閒之機構」有關聯，換言之，較年輕者和沒有子女者是未來主要的客戶。根據假設二上統計的結論，本研究所擬構的「多元化經營之理想退休中心」是符合未來族群理想中的退休生活方式，因此許多欲投資老人產業之企業要重新定義老人機構及安養的藍圖，多元化經營才能夠永續經營。
並列摘要
With the increase of the population of the aged and the realization of the government’s new retirement system for workers, the era in which the aged are the main customers has declared its coming. The industries orienting their markets to the aged will be able to flourish, and the institutions for elderly healthcare and long-term placement will hence increase. On the other hand, owing to the decrease of the newborn, the trend of less children, the deficiency of labor, the aging of the people and the overload of supporting the aged, whether the youth can support their old parents economically or not will become a potential problem in the future. The industries orienting their markets to the aged will thus have pressure and predicament. Therefore, the investment on the industries should be seriously analyzed and evaluated to find the pattern suitable for forever running. Evaluating the possibilities of the market and researching on new management patterns and strategies, this study aims to help establish new management patterns for elderly healthcare to suit the aged’s need in the future and make the managers become more competitive. “Literature search approach” is applied in this study to build a “virtual ideal retirement center with diversification management strategy”; and “modified in-depch interview approach”, to evaluate the possibility of the market. “The diversification management strategy for elderly healthcare” designed in this study is based on health management, sustaintable education and innovative recreation. Different from the single-patterned management in the past, its main points include a town heading for dignity and value, further studying for the retired to develop their potential and ability, residence exchange and short trip to every part of the world to enrich the retired’s international view through the management policy like “club med,” increasing the outdoor recreation places to provide the youth places to refresh and the aged working opportunities to get their healthcare foundation, promoting the care exchange system with the assistance of the professional careers and the application of modern technological equipments, and the residents’ autonomy which enables them to generate new idea for themselves and be more healthier to do what they want to do . The questionnaires were distributed to 102 persons. According to the statistic conclusion of postulation I, “age” and “with or without children” are related to “move into the similar ideal healthcare center or not.” That is, the younger and those without children will be the main customers in the future. According to the statistic conclusion of postulation II, “the ideal retirement center with diversification management”, designed in this study, will fit the ideal life style of the retired in the future. Therefore, industrialists planning to invest the aged-oriented industrials should re-design their blueprints so that the diversification management can work forever.