居家健康產業商業模式研究 —以Family-Mate個案為例

Abstract

人口老化是當今世界各國共同面臨的社會變遷經驗。政府和企業對於人口老化伴隨而來高齡化社會的來臨，都希望有所因應及作為。面對未來高齡社會型態，居家健康產品及服務的發展是產業界重要的機會，居家健康也絕對需要產業界積極參與，真正落實成為產品/服務，實際造福高齡者和其照護者，才能展現其價值。 本研究主要是以Kevin Lane Keller 「戰略品牌管理」和Mark Johnson(2010)所提出的「四格商業模式架構」，探討居家健康照顧產品發展之模式，在少子化、老人化之社會狀況下，Family-Mate發展遠距健康照顧產業之商業模式是如何建立？以及在面臨市場環境快速變遷時，如何找尋屬於企業本身的「市場白地」（White Space）及競爭優勢? 最後對Family-Mate提出如何把握亞健康族群健康產業的發展趨勢的建議。

Population aging and experiencing social change is facing the world today. As the aged society comes with a gradually aging population, both the government industry will want to demonstrate an outstanding performance and offer care. The products services of home-health care represent an important opportunity for industry, facing the aged society in the future. On the other hand, home-health care research is only valuable if the research results can be realized into products or services that benefit older persons and their caregivers. The main purpose of this study is to investigate using Kevin Lane Keller “Strategic Brand Management” and Mark Johnson’s (2010) “Four-Box Business Model Framework”, within the home-health care industry business model, on the aging society and birthrate decrease condition. How to build up the home-health care industry business model in FamilyMate? How to find its own “white space” when FamilyMate is facing the rapid change in the market? Finally, we offer our suggestions to Family-Mate to find a way to grasp sub-healthy people healthy industry development trend will be competitive.