高齡事業發展共創價值之可行性探討─經營模式、共創價值設計與顧客態度意向分析

Abstract

人口快速邁向高齡化已成為全球趨勢，臺灣即將正式邁入高齡社會。高齡人口增加將帶來經濟活動與社會發展的全面性質變，各式需求帶動高齡產業發展。世界各國高齡議題探討蔚為風潮，但同時兼顧產業端與顧客端，以及探討其間互動共同創造價值之重要區塊研究卻付之闕如。在產業面向上，本研究檢視全臺立意取樣之33家高齡個案事業，採用個案研究與深度訪談之質性研究法，以經營模式與共創價值理論架構進行分析，探討個案機構經營模式於關鍵資源、關鍵活動及通路與顧客關係之推演，以及於價值主張中如何創造價值共創契機，並據以探討臺灣高齡事業經營模式與供需價值共創模式。在顧客面向上，本研究立意挑選進行共創價值設計之機構事業之顧客35名，採用質性研究法，進行共創活動滿意度深度訪談，並對全國隨機抽樣1,392位高齡族群進行問卷調查，採用量性研究法，探討臺灣高齡族群之價值共創態度意向，提供產業端掌握高齡族群對共創活動之意向，做為未來產業推動共創價值參考。 綜觀本研究之研究背景與動機，歸納本研究之主要研究目的如下： 一、探討高齡事業經營模式分析 二、探討高齡事業共創價值設計分析 三、探討高齡族群價值共創設計滿意度分析 四、探討高齡族群價值共創態度意向分析 本研究結果發現高齡事業經營模式與共創價值設計可分為四模式，包括實體機構群居照顧模式之實驗場域活動參與、居家社區服務輸送模式之田野蹲點觀察對話、社群電商實驗場域模式之體驗場域社群經營及可攜移動智能科技模式賦能學習聚眾行動。依據共創價值核心原則，經營模式共創設計四種型態包括實驗心態以擴大體驗空間，協助個人獲得價值新體驗、互動內容以擴大互動範疇，增加事業機構策略資本與營收、參與平臺以擴大參與平臺連結，降低供需雙方的成本與風險及網絡關係以擴大生態系統利益關係人聯繫，降低事業機構風險與成本，高齡事業經營模式及共創設計多朝四模式兼有服務類型，本體業態基礎主軸重心及各關鍵成功要素配置比例不同。 高齡族群多具良善互動特質、會將滿意服務回饋互動推薦分享給親朋好友家人，容忍包容方面對產品或服務較嚴謹要求，若對產品或服務提供不如預期時，容忍度相對較低，供需互動點實體服務著力全齡友善通用設計，跨業複合式促進生態系統互動，資通訊增進網絡科技人工智慧與健康資料加值，建構虛實整合一站式服務最佳完整解決方案以達成供需互動點達成創造增益與解決痛苦的配適最大值。 透過以上高齡事業經營模式和共創價值設計以及高齡族群共創價值設計滿意度和價值共創態度意向分析，深入瞭解臺灣高齡產業發展趨勢、高齡事業於供給與需求共創價值設計及結果，期待藉由探析過程，從中探掘產業商機與發展創新服務模式，為高齡族群生活帶來更好的品質。並將產業供給、顧客需求及價值共創過程方面之研究結果，提供欲發展高齡事業經營管理與尋求共創價值提高事業價值主張之事業體，以及投入高齡事業發展領域產官學研各界參考。

With the rapid development of global population ageing, the increase in elderly population and the change in population structure have great impacts on the senior industry. The speedy growth of the industry and the discovery of great business opportunities are driven by the various needs that the elderlies face in everyday living. Population ageing is a global issue that affects almost every country. Mostageing researches focused on demand side and studies related to supply side wererelatively scarce. Today’s development in Internet has made information spread much faster, allowing the elderlies and their caregivers to more easily access information, or even actively participate in value co-creation in the services provided. This study’s analytic structure is based on the mixed research method with qualitative and quantitative research, aiming to investigate with the business patterns of middle-aged and elderly industry in Taiwan, and to analyze the business models and value co-creation platform design with 33 quality middle-aged and elderly enterprises. Furthurmore, to analyze the attitude intention with co-creation value for middle-aged and elderly People in Taiwan ane try to realize the value co-creation platform design with qualify middle-aged and elderly enterprises through viewpoints with 1,392 middle-aged and elderly people. The purpose of this study is to help with the discovery of business opportunities and innovative service models and co-creation value design to improve the quality of life for the elderly population.As elderly needs and challenges are regarded asunprecedented experience, the relevant ministries and organizations are still learningand proposing new and innovative service models. We advocate societies which alloweverybody to understand the needs of the elderly sector, provide creative products andservice models, develop new market opportunities, and further replicate the successfulexperience in Taiwan to other regions. This study divided the business models adopted by the sampled enterprises into four categories: residential care and co-residence model, home care and living in place model, community e-business experience model, and virtual and physical portable device model. We constructed a conceptual model that comprehensively describes essential aspects of value co-creation, and categorized the value co-creation designs into four types applying for different business models including interaction in experience spaces co-creation design, on-site interacting co-creation design, social networking platform co-creation design, and empowering customers’ co-creation design. As most of the target customers were assembles of small markets, the successful enterprises often provided compound services, instead of only a single service. Depending on the core business of each enterprise, the proportions of models adopted differed. One feature of senior enterprises is that the services provided are elderly-centered. With business models intended for virtual and physical integrations, the industry offered total solutions for the elderlies and their caregivers. Through investigating successful cases of senior enterprises, this study intends to discover the opportunities for businesses and develop innovative service models, aiming to support the growth of the senior industry and provide better ageing environment and assistance. Through value co-creation platform design, the senior enterprises have converted the originally passive roles of the elderly and caregivers into active participants in the value co-creation process. The new paradigm of co-creation presents huge opportunity for senior enterprises. Through value co-creation design, the senior enterprises have converted the originally passive roles of the elderly and caregivers into active ones, helped them become participants of the value co-creation process, and promoted innovative development during the interactive process in services. Value co-creation has led enterprises reveal customers’ experiences and met their needs, increases markets and profits, and also build a new paradigm to put customer experience at the center of the senior enterprises’ designs.