高齡社會下的商店經營 -以日本實例為中心-

近年，日本少子高齡化之比率持續上升，年輕人口為了就業紛紛離開家鄉前往東京、大阪等城市，造成人口集中於都市，偏鄉地區人口銳減之現狀。隨著偏鄉區域人口減少，生活機能日漸衰退，居民若需維持一定的生活水準相對困難。失去年輕族群的高勞動消費力之偏鄉地區，經濟發展呈現停滯狀態，商店街的經營變得窘迫，為了因應客群高齡化現況，偏鄉地方之商店進而改變陳列之商品。偏鄉地區人口外移，購買力下降造成商店陸續歇業，使得高齡人口購物所需之移動距離被迫增加。然而，為購買生活用品之移動距離拉長，間接對高齡者造成沉重負擔，進而產生「買い物難民、買い物弱者」(購物弱者)的出現。商店該如何調整形態來面對少子高齡社會的到來?地方商店能為購物不便者們提供什麼樣的服務?物流業又該如何調整以輔助少子高齡社會之需求?本論文透過菲利普·科特勒（Philip Kotler）的市場行銷原理以及行銷革命3.0學說，來洞悉少子高齡社會下的消費心理，導論出今後的商店面臨之課題及應變對策。近年來台灣社會也面臨與日本相同之少子高齡及城鄉差距問題，藉由日本的區域活性化及購物弱者支援實例之探討，導出台灣的少子高齡社會下的商店經營方針。

關鍵字

少子高齡社會；地域活性化；過疏化；人口東京一極集中；購物弱者；地產地消；地域格差；行銷革命3.0

並列摘要

In recent years, in Japan, due to the continuous declining birthrate, increasing longevity rate, decreasing labor force population and overconcentrating of population to Tokyo, the management of the store in countryside becomes much more difficult. Reducing shopping facilities, in addition to the increase in an elderly population, is causing the appearance of "people with limited access to shopping facilities". What should stores do in the era of the low birthrate and aging society? What kind of service should the stores of the countryside do for "people with limited access to shopping facilities"? How should logistics be changed to help supplying needs in the declining birth rates and aging society? Basing on Philip Kotler's Marketing 3.0, I am going to figure out the store management of declining birth rates and aging society Nowadays,Taiwan is facing the same problem of declining birthrate and aging population just like in Japan. With the cases of regional vitalization and relief measures of "people with limited access to shopping facilities" in Japan, I try to find out the management of the store in the declining birth rates and aging society.