台灣物業管理業發展整體居家關懷產業之整合策略

Integration Strategies of The Property Management Industry and The Total Homecare Industry in Taiwan

唐惠霈(Hui-Pei Tang)

指導教授 ： 柯承恩

國立臺灣大學/管理學院/會計與管理決策組/碩士(2011年)

https://doi.org/10.6342/NTU.2011.01397

摘要

中文摘要

台灣的物業管理產業在不足備政府產業政策、市場規模及歷史背景等因素的環境下發展，面對產業升級發展的決策考量，如要整合為國外大型物業管理公司模式反而有既有組織慣例難以適應及品牌聲譽的長期培養不易超越國外品牌等問題，在現階段各專業服務項目內發展有成的物業管理公司不妨透過其核心競爭力去擴展可能延伸的發展模式，而因為人口結構及醫療環境改變所造成極具發展潛力的整體居家關懷服務值得物業管理產業發展投入。

本研究採取價值鏈分析、資源基礎理論分析的策略理論找出本土物業管理業者的核心競爭力，大多具有長時間集中資源、累積資源、保存資源的特質，並且累積相當的人力管理經驗、客戶需求滿足經驗、資源整合經驗及資通訊建置經驗，以及最有價值的當地客戶資訊及各種人力、組織供應鏈資料庫，而成為其與國際物業管理大品牌抗衡的核心競爭能耐，也成為本研究發現得以進入整體居家關懷服務產業的資源基礎。

目前遠距居家照護產業所面臨的發展瓶頸為：(1) 遠距居家照護產業所帶給消費者的差異化產品價值為何，目前產業界及市場都尚在摸索階段，消費者對於服務內容與價值的不了解導致了使用意願及願付價格偏低；(2)台灣既有的醫療基礎資源太過豐富發達，健保給付下的市場機制導致消費者傾向使用健保資源，遠距居家照護的功能幾被既有醫療資源取代；(3)需要發揮遠距監測、健康預警、緊急警報的資訊通訊系統，面臨可能的廠商處理個資安全信任問題、傳輸設備加密安全問題、系統穩定性問題、警報誤報的防範及風險分散的公信經驗值及處理模式等問題，仍須相當技術及經驗數值提供解決方案；(4)遠距居家照護產業的全面性整合需要大量的前期建置成本，在目前消費者對遠距居家照護服務內容不甚了解、願付價格低落的環境中，更難以評估回收期程及投資風險，形成了產業發展的惡性循環。

因此本研究建議物業管理業者先行整合其核心競爭能力中的「人力資源管理能力」及「居家資通訊應用的建置管理能力」，並在傳統「遠距居家照護」的產業領域範圍外，增添部分以整體生活關懷為服務目的的生產行為，將上述兩者統稱之為「整體居家關懷服務產業」，物業管理業者可透過參與「整體居家關懷服務產業」而切入主流的「遠距居家照護」產業鏈中；透過上述過程的研究，判斷物業管理業者由外而內進入遠距居家照護產業之資源基礎，並且以產業進入策略分析、評估與合作對象的價值鏈關係、市場環境對物業管理業者的助益或障礙、商品的規劃或生產作業流程等動態資訊，而得到：「與聲譽良好的醫療背景組織進行合作，發展需要大量調度人力資源、滿足居家生活協助需求的分時居家關懷服務，並以資通訊設備及系統輔助長時間的突發或預警監測，並確保緊急狀況的醫療資源連結穩定性」之進入發展策略；未來整體居家關懷服務產業將儼然成為醫療產業的「最後一哩」，物業管理業者如能更強化其資料開採(Data Mining)後的資源相互配適及提升其回復資源的新產品開發週期，中遠期發展目標，將能配合居家照護市場需求的不斷變化，以業務開發及推陳出新服務商品等生產行為擷取最大的市場消費者剩餘，並定能在現有的基礎上提升更高的企業獲利能力。

關鍵字

物業管理 ； 遠距居家照護 ； 整體居家關懷 ； 價值鏈 ； 資源基礎觀點 ； 核心競爭利 ； 產業整合策略

並列摘要

Thesis Abstract
Executive MBA Program in Accounting and Management Decision-Making
College of Management
National Taiwan University

NAME: Tang, Hui-pei
MONTH/ YEAR: July, 2011
Advisor: Ko, Chen-en
Title: Integration Strategies of The Property Management Industry and The Total Homecare Industry in Taiwan

The property management in Taiwan has been developed under the environment of scarcity of government industrial support, lack of economic scales and its own historical background. When it comes to the issues of property management development, such as adaptation barrier from the existing organization into the business model of global large scale property management firms and the commitment on brand awareness development, a decent size developed property management company may find opportunities on extending its core competences on each of its professional services items. In the light of changes of population structure and medicare environment, the development potential of Total Homecare services is worth to be invested by local property management firms.

This research is based on the value chain analysis and resources-based view theory analysis to find out the core competence of local property management firms. Majority of the study samples posses characters of long-term resource concentration, resource accumulation and resources conservation, yet the profound experiences on human resource management, client demand services satisfaction, resource integration, data-base collection and the most valuable local client database; in addition, local manpower, organization supply-chain database has provides its competitive strength to compete against international property management firms, which is the research finding of this thesis for the local property management firms to be able to step into the Total Homecare services industry.

The bottleneck of Tele Homecare industry developments nowadays are 1) the Tele Homecare industry is still trying to find out what are the differentiated product values to consumers ? Consumers are unwilling to use Tele Homecare services and only subject to low payment services.(2) Taiwan has a well-endowed resources of medicare services. Consumers incline to use services provided by national health insurance. Most of the Tele Homecare services can be replaced by national health insurance resources. (3) Solutions need to be provided with the supports of technology and experience fronts that includes issues like long-distance health monitor warning system, information system on urgent reporting, confidentiality of database management, confidentiality of transmission devices, system stability, false alarm prevention and risk management.(4)Integration of Tele Homecare industry require a large amount of capital investment at initial stage. Gauge of capital return and investment risks is difficult at current consumer behavior; hence it forms a vicious cycle of industry development.

In summary, this research suggest local property management firms should integrate its core competence on human resource management and home information application management. Combining the life-care services on top of the traditional Tele Homecare industry services and name it as a Total Homecare service industry, property management firms shall be able to participate into part of the Tele Homecare industrial food chain. The strategy through the study of this research concludes：To co-work with a good reputation medicare background organization, the process development requires a large scale of human resources, satisfaction of demands on home life assistance and caring at different needs and hours, long hours of monitoring systems and equipments on urgent warnings and insure the linkage stability of medicare resources during urgent time. The future Total Homecare service industry will be the last miles for medicare industry, property management firms should strengthen its Data Minig ability to leverage its resources and increase its life cycle on new products. For mid-to-long term development target, companies should cope with the demand and changes of the home-care market, based on the sales development and new services launch etc to capture the biggest consumer surplus to gain more profitability based on the current structure.

並列關鍵字

Property management ； Tele Homecare ； Total Homecare ； Value chain ； Resources-based view ； Core competence ； Industrial Integration strategy

參考文獻

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