從價值主張架構探討台灣銀髮族住宅市場需求之研究

Abstract

台灣將在2025年進入超高齡社會，資策會產業分析預估2030年台灣老年人未與親人或朋友同住的銀髮高齡長者住宅將達到125萬戶。而65歲以上的長者大多數會獨居或雙居，佔總人口的30％，並有可能在2026年後進一步提高至50％。有鑑於此，促使多數長者在身體老化衰退前，提早在居住選擇上進行規劃與調整。 本研究旨在分析台灣銀髮族住宅市場的需求，並利用價值主張圖（Value Proposition Canvas）及商業模式圖（Business Model Canvas）來探討企業如何提供差異化的銀髮族住宅商品與服務，進而滿足銀髮長者的需求。研究對象主要為健康與亞健康的銀髮族為主，並在經濟能力上可支付銀髮族住宅所要求的付款條件，做居住選擇的決策。並以長庚養生文化村、合勤共生宅和日勝生銀養樂齡複合園區的日出不老莊園，三種不同類型的銀髮族住宅進行分析。 研究成果發現，現今台灣社會三個改變：因醫療，壽命而延長、因教育，觀念出現變化、因經濟條件，改變了退休計畫，促使搬入銀髮族住宅的渴望日益增加。未來的潛在銀髮長者（1970年後出生者）對於「成功的退休」將更重視。也因此台灣銀髮族住宅在2020年起，市場出現多元化的競爭參與者，並在服務內容、地理位置、價格差距、市場定位、品牌形象等更用心投入與長期規劃，同時結合政府政策與法規將醫療生技、輔具設施、健康照顧、交通、電氣設備科技、休閒娛樂教育、餐飲食品和金融保險，透過智慧科技、遠距照護、虛擬社交和在線服務等方式，讓銀髮族享受便利、快捷、多樣化的服務。這些產業之間緊密協作、相互聯繫，構成一個完整的生態系統。

Taiwan is projected to enter a super-aged society by 2025. According to the analysis of Institute for Information Industry, it is estimated that in 2030, there will be 1.25 million residential houses for the elderly in Taiwan who do not live with relatives and friends. Most of individuals aged 65 and above will live alone or with a spouse, accounting for 30% of the total population, and this percentage may further increase to 50% after 2026. Considering this circumstance, it is essential for most seniors to plan and make some changes to their living arrangements before experiencing physical decline due to aging. This study aims to analyze the demand in Taiwan's senior housing market and explore how businesses can provide differentiated senior housing products and services to meet the needs of senior citizens, utilizing the Value Proposition Canvas and the Business Model Canvas. The research primarily focuses on the healthy and sub-healthy population who possess the financial capability to meet the payment conditions required by senior housing and make decisions regarding their living choices. Three different types of senior housing, namely Chang Gung Health And Cultural Village, Ho-Chin Cohousing Compound, and Radium Silver Senior Living Community - Sunrise Evergreen Estate, are analyzed in this study. The research findings reveal three significant changes in Taiwanese society: The extended longevity is attributed to the progress in healthcare technology. Evolving viewpoints on education and modifications to retirement plans in response to economic conditions. These changes have led to an increasing desire among older adults to move into senior housing. Future potential senior citizens (those born after 1970) will prioritize a "successful retirement." Consequently, starting from 2020, Taiwan's senior housing market has witnessed diversified competition, with participants investing more effort in service offerings, geographical locations, price differentials, market positioning, and brand image, as well as long-term planning. Additionally, they integrate government policies and regulations with medical biotechnology, assistive facilities, healthcare, transportation, electrical equipment technology, leisure and entertainment education, food and beverage, and financial insurance. Through smart technology, remote care, virtual socialization, and online services, the senior citizens can enjoy convenient, fast, and diverse services. These industries collaborate closely and interconnect, forming a complete ecosystem.