居家服務的行銷

The marketing of home service

本文介紹照顧服務產業發展方案，與失能老人及身心障礙者使用居家服務計劃的關係，導出自案主、照顧服務員、與組織面來探討如何行銷居家服務；繼而以SWOT分析居家服務，以與外籍看護工做區隔，並提出居家服務SWOT矩陣策略配對分析，期使居家服務達成提供案主一流品質居家服務，承辦單位穩健成長永續經營，及照顧服務員擁有保障、成就感工作的三贏目標。

This article introduces the development of the care-services industry, and the plan of disable elderly and the handicapped using home service is also presented. The marketing of home service is also investigated from the aspects of clients, aides, and organization. Strengths, Weakness, Opportunities, and Threats (SWOT) analysis is designed to evaluate the home service and differentiate the domestic aides from the foreign laborers in providing home service. The SWOT Matrix is applied to develop appropriate strategies for the marketing of speciality in domestic aides providing home services. We hope the domestic aides providing home service can accomplish the goals of three winners: The clients can receive high quality of home service, organization will survive forever, and aides embrace both of work and achievement.