日本銀髮族養生保健產業發展：需求面觀點的分析

The Needs Analysis for the Development of Wellness and Health Promotion Industry in Japan

本研究透過對日本銀髮族的特質、消費特性及養生保健產業的發展作需求面觀點的整理與爬梳。採用文獻研究法（Documentary Research Method），藉由相關文獻的蒐集、整理與分析，獲得日本銀髮族養生保健產業的發展梗概。研究發現日本銀髮族依據其特質可分為「樂工」及「樂活」，並與養生（含醫療與心靈服務）及保健（含休閒娛樂旅遊與教育）交叉出相關可能的產業。討論與結論指出，日本的養生保健產業，區分為一般、漸衰和需照護銀髮族之需求，同時，透過「養生」（含醫療與心靈服務）與「保健」（含休閒娛樂與教育）相關產業的發展，使銀髮族能享有更好的生活品質。

This research explores the nature of Japanese old people and their consuming features. We can examine the development of wellness and health promotion industry in terms of demand side analysis in Japan. Documentary research method is adopted in the research. The findings include: First, the needs of consuming of Japanese old people relate to their characteristics and shopping models. Second, Japanese old people can be categorised into two groups. One is the “Le-Gong” (Cheerful worker), the other is the “Lo-Has” (Cheerful life). Meanwhile, each of the categories has several sorts of industries and businesses in the wellness and health promotion industry. To meet the needs of the elderly people, the wellness and health promotion industry provides miscellaneous services to the elderly who are in healthy stage, mezzanine stage, and long-term care stage. Moreover, the development of the wellness and health promotion industry is significant to the prosperous “silver economy” in the aging society.