長者照護平台行銷企劃之研究

Research on the marketing planning of elderly care platform

現今社會由於出生率低、平均壽命延長的情形導致高齡化社會。如何讓銀髮族在現今社會擁有休閒舒適生活，進而提升生活品質，便成為一項重要的議題。本研究發現此現象，使用評估研究法進行研究，設計一個長者照護平台，並以質化及量化的消費者情報分析進行行銷實證研究，探討營運可行性與成功關鍵因素，並擬定7P行銷策略。研究結果顯示，平台如能與長照機構合作並以社群的方式經營，將可使長輩們能在老化的過程中有一群同齡夥伴共同陪伴、一起快樂地變老。本研究希望能透過本平台解決長者生活照護的問題，讓長者透過本平台能夠多參與活動，過著自己想要的生活，在後半輩子能養生樂活，不和社會脫軌，讓社會越來越和諧。

Today's society is an aging society due to a low birth rate and an increase in average life expectancy. How to make the elderly have a leisurely and comfortable life in today's society, and improve the quality of life, has become an important issue. This study found this phenomenon, conducted research using the evaluation research method, designed an elderly care platform and conducted an empirical research on its marketing to explore its feasibility and key success factors. This platform is operated in cooperation with long-term care institutions. It is hoped that the elders will have a group of peers to accompany them and grow old happily together in the process of aging. This research also hopes to solve the problem of life care for the elderly through this platform, so that the elderly can participate in more activities through this platform, live the life they want, and be able to live a healthy and happy life during the senior years of their life, not to derail the society, and make the society more and more harmonious.