銀髮商品行銷策略－以S手杖為例

Abstract

台灣於2018年正式宣告進入高齡社會，然而社會氛圍普遍存在歧視老人現象，間接影響高齡者使用輔具的心態，抗拒使用所有與老人畫上等號的商品，如助行器、老花眼鏡、助聽器等。 本研究將探討台灣銀髮族排斥使用輔具的背景因素，及全球相繼進入高齡社會之際，企業擬定針對高齡者之行銷策略。以文獻調查法研究受高齡者青睞之商品或服務，以訪談法採訪銀髮通路及手杖品牌，找出讓高齡者減少排斥心態之脈絡，並以手杖作為焦點商品進行分析驗證。本論文探討之手杖定義為單點助行器，運用於日常情景中、非具專業性、視為日常用品之步行輔助器。鎖定台灣新興品牌S，解析他們透過通用設計準則、STP理論（Segmentation, Targeting, Positioning）、4Cs行銷理論（Consumer, Cost, Convenience, Communication），為品牌制定適合銀髮市場之行銷策略。

Taiwan has officially entered the stage of an aged society in 2018. However, the circumstance reveals age discrimination against elderly and influences the attitude of adopting rehabilitation devices. Seniors tend to not use products such as walking aids, reading glasses and hearing aids in order to avoid being labelled as graying. This research aims to investigate the background factors of senior Taiwanese citizen repulsion on disability aids adoption by analyzing marketing strategies targeted at the elder and develop proper marketing tactics for seniors during the time that more and more countries entered in succession to ageing society. For the purpose of altering repulsive mentality on senior care goods, this research is conducted by literature review on products or services in the good graces of the elder and interviewing with retail channels of elder care products and cane companies by using interview method, and analyze cane as focus product. The cane in this thesis is defined as single-point cane, considered as daily-use walking aid, which is applied in daily life but non-professional use. Taiwanese emerging brand S is selected for this research and analyzed through universal design, STP model and the marketing theory of 4Cs for developing suitable marketing strategies for seniors market.