日間照顧中心經營模式之探討

A Study on the Business Model of Adult Day Care Center

謝雅萍(Ya-Ping Hsieh)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

台灣在2007年65歲人口以上占全國總人口比例達已高達10.14%（行政院經濟建設委員會，2006），已符合聯合國定義邁入高齡化社會階段。惟如「養兒防老」、「重男輕女」、「三代同堂」等傳統社會觀念，在目前台灣社會快速發展下已面臨修正，故長期照護產業正迅速發展。根據老人現況調查顯示，69.68﹪老人仍比較希望與家人同住；且養生村主要吸收顧客群以金字塔頂端的消費族群為主要目標，而目前養生村入住率約為20%~30%，由此看出國人對養生村的接受度並不高；另入住安養院因涉及機構化管理與生活品質較差，入住意願亦不高。反倒是介於二者間之「日間照顧」模式將是受養者與扶養者另一種選擇，本研究主要針對老人對於不願入住養生村或是安養院的心態而另闢一藍海市場。本研究利用SWOT與Porter的五力模式，比較「社福機構」、「醫院附設」、「養護機構」等三種老人日間照顧之經營模式，藉由結果，分析不同經營型態日間照顧中心之目標行銷步驟，依據市場定位，具體擬定分析不同經營型態日間照顧中心行銷組合，策略研究結果顯示：「社福機構」以低價為市場區隔，目標顧客鎖定中低收入戶之輕度失智失能及健康老人，以「健康生活」為主要服務內容；「醫院附設」以中價位為市場區隔，目標顧客鎖定中、重度失能老人，以「醫療照顧」為服務內容；「養護機構」以中高價位為市場區隔，目標顧客鎖定重度失智失能老人，以「日托安養」為主要服務內容。

關鍵字

長期照護、日間照顧、經營模式、SWOT分析、五力模式

並列摘要

In 2007, the Taiwan’s population at 65 years old or above occupied 10.14% of the total population, thus complying with the grey society defined by UN. Traditional social conceptions such as “one rears children against old age”, “valuing sons and belittling daughters”, and “all three generations of a family live together” are to be revised with the fast development of the current Taiwan society, as a result, the long-term care industry is growing rapidly. According to the investigation of the current situations of the aged, 69.68% of the group still wish to live with their family members; health care village mainly targets at the customer group on the top of the pyramid, and the current health care village dwelling rate is about 20%-30%, so we can see that old people’s acceptation of health care village is not high. The same is true of nursing home due to poor organizational management and quality of life. However, the “daycare” mode in between will become another choice for the supported and the supporter. This thesis aims to tap a blue ocean market for the old people who are unwilling to live in health care village or nursing home. This study applies SWOT and Porter’s Five Forces Model to compare three operating modes of caring the aged in the daytime: “social welfare institute”, “hospital attachment” and “care institute”, and then, to analyze, with the results, the target marketing steps of daycare centers with different operating modes, and further, to concretely formulate and analyze, according to market positioning, the marketing combination of daycare centers with different operating modes. The result of the strategic research shows that “social welfare institute” takes low price as market segment, with target customers the old people with middle and low incomes who cannot look after themselves mentally or physically yet still healthy, with “healthy life” as the main service content; “hospital attachment” takes medium price as market segment, with target customers the old people who cannot look after themselves mentally or physically to a moderate or serious degree, with “Medicare” as the main service content; “care institute” takes medium and high prices as market segment, with target customers the old people who cannot look after themselves mentally or physically to a serious degree, with “daycare” as the main service content.

並列關鍵字

long-term care, day care, business model, SWOT analysis, Five Forces Model

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