老人日間照顧中心經營模式之比較分析

The Comparison of Business Modes of the Elderly Day Care Centers

蔡碩倉(Shuo-Chang Tsai) ； 謝雅萍(Ya-Ping Hsieh) ； 蘇慶昌(Ching-Chang Su)

《運動休閒產業管理學術研討會論文集》 2期 (2008/04) Pp. 302-313

https://doi.org/10.29463/2008chanye.200804.0302

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，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 population aged 65 and over in Taiwan achieved 10.14% of total population of entire country, and the data correspond to the United Nations' definition of entering the stage of aging society. However, the traditional social concepts such as ”To raise sons as insurance against the insecurity of old age,” ”Man is superior to woman,” and ”Three generations living under the same roof” have faced the amendment under the rapid development of Taiwan society presently; therefore, the long-term care industry is developing speedily. According to the elderly's present condition investigation, 68.68% of the elderly still hope to live with the family comparatively. A health caring village takes attracting the consumption group at the top of the pyramid as the main objective. Now the occupancy rate of health caring villages is 20~30% approximately, and we can see that in Taiwan, people's acceptance for health caring villages is not very high; besides, owing to institutionalized management and inferior quality of life, people’s will to live in a nursing home is not very high, either. On the contrary, the ”day care” mode between these two choices will be another option for people being raised and people that raise. The research utilized SWOT and Michael Porter's Five Forces Model to compare three operation modes of the elderly day care: ”social welfare institution,” ”affiliated center of hospital,” and ”nursing institution.”
The findings show that: a ”social welfare institution” takes low price as the market segmentation, focuses on the elderly of mild dementia and disabilities from medium and low income households and healthy old people as target customers, and adopts ”healthy life” as the major service content; an ”affiliated center of hospital” adopts middle price as the market segmentation, focuses on the elderly of moderate and severe disabilities as target customers, and takes ”medial care” as the service content; a ”nursing institution” chooses middle and high price as the market segmentation, the elderly of severe dementia and disabilities are their target customers, and ”day care nursing” is the chief service content.

並列關鍵字

long-term care ； day care ； business mode ； SWOT analysis ； five forces