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題名 以醫學中心角度研究探討老人養護商業模式
Research on business model for long-term institution from the perspective of a medical center
作者 吳力凡
Wu, Lih-Farn
貢獻者 郭維裕
Kuo, George
吳力凡
Wu, Lih-Farn
關鍵詞 長期照護中心
台北
台灣
人口老化
商業模式
Long-term care institution
Taipei
Taiwan
Aging population
Business model
日期 2017
上傳時間 24-七月-2017 12:08:20 (UTC+8)
摘要 The demand for long-term elderly care in Taipei City has become extremely high as a result of the imbalanced ratio between children and the elderly. To date, Taiwan’s ageing population is fast becoming one of the most urgent problems for the government. Research on Taiwan’s population predicts that by 2025, 20% of its population will be aged 65 and over, meanwhile, its birth rate continues to be amongst the lowest all over the world. Using this statistic as the focal point, this study summarizes the urgent needs of Taipei City`s long-term nursing institutions. Currently, there is an unfulfilled demand of 6,851 beds in Taipei and an average occupancy rate of 90% in long-term care institutions. Both figures are considerably higher than any other country all over the world indicating a serious social problem for the entire Taiwanese population.
Part of the reason why Taipei City’s high demand for long-term elderly care keeps getting larger is because the cost of the business plan is extremely high, especially in the area of building and equipment (even with the occupancy rate of 100%, the recovery period is still at the very least 13 years). Another obstacle is that there exists a maximum population limit for large-scale institutions, set between 50 to 200 people. If one brings the cost of land into consideration, it will be even more difficult to meet the breakeven point.
In order to overcome these problems, the study starts from a medical center’s point of view, adopting theories of experts such as American academic Michael Porter and Swiss business theorist Alexander Osterwalder…etc., thus proposing a high-end long-term institution business model. Although based on the analysis provided in the body of thesis, the rate of return on investment (ROI) in the high-end long-term institution is low, the medical institution should not regard ROI as the only assessment criteria. Rather, it should be taking social welfare and working alongside government policy into account; moreover, by suggesting the establishment of long-term nursing institution be regarded as an imperative investment, Taipei City can then be the ideal city for the aged till their death where adults are given employment, and the young enabled to grow up.
參考文獻 Brody, Elaine M. "Long-Term Care of Older People: A Practical Guide." (1977).
Cravens, David W., and Nigel Piercy. Strategic Marketing. Vol. 7. New York: McGraw-Hill, 2006.
Dibb, Sally, and Lyndon Simkin. "Targeting, segments and positioning." International Journal of Retail & Distribution Management 19.3 (1991).
Ministry of Health and Welfare, Establishment Standards of Senior Citizens’ Welfare Institutions,2012.
Francesca, Colombo, et al. OECD Health Policy Studies Help Wanted? Providing and Paying for Long-Term Care: Providing and Paying for Long-Term Care. Vol. 2011. OECD Publishing, 2011.
Fu, T. H., and Pau-Ching Lu. "Population Ageing and Social Policy in Taiwan." Ageing in East Asia: Challenges and Policies for the Twenty-First Century. Routledge, New York (2009): 89-104.
Hsu, Hui-Chuan. "Exploring Elderly People`s Perspectives on Successful Ageing in Taiwan." Ageing and Society 27.01 (2007): 87-102.
Jennings, Ralph. "Taiwan Birth Rate Falls to World’s Lowest." Voice of America 16 (2011).
Kane, Rosalie A., and Robert L. Kane. "Long-term care: Principles, programs, and policies." (1987).
Lee, Ronald Demos, and Andrew Mason, eds. Population Aging and the Generational Economy: A Global Perspective. Edward Elgar Publishing, 2011.
Long-Term Care Services Act, Published by Presidential Order Hua-Zhong-Yi-Yi-Zhi No. 10400064391, 2015.
Lumpkin, G. Thomas, and Gregory G. Dess. "Linking Two Dimensions of Entrepreneurial Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle." Journal of Business Venturing 16.5 (2001): 429-451.
McCall, Nelda. "Long term care: Definition, demand, cost, and financing." Who Will Pay for Long Term Care (2001): 3-31.
Nakamura, Kozo. "A “Super-Aged” Society and the “Locomotive Syndrome”." (2008): 1.
Norton, Edward C. "Long-Term Care." Handbook of health economics 1 (2000): 955-994.
Osterwalder, Alexander, and Yves Pigneur. "Business Model Canvas." Self-Published. (2010).
Pickton, David W., and Sheila Wright. "What`s SWOT In Strategic Analysis?" Strategic change 7.2 (1998): 101-109.
Porter, Michael E. "How Competitive Forces Shape Strategy." (1979): 21-38.
Porter, Michael E., and Victor E. Millar. "How Information Gives You Competitive Advantage." (1985).
Saad, Engr. Muhammad. "Marketing Management." (1995).
Taipei City Government, Survey of Living Conditions of the Elderly in Taipei City,2014
Van Waterschoot, Walter, and Christophe Van den Bulte. "The 4P Classification Of The Marketing Mix Revisited." The Journal of Marketing (1992): 83-93.
統計應用分析報告-臺北市老人安養及長期照顧概況，台北市政府主計總處，2012
統計應用分析報告-臺北市經濟戶長為高齡人口之家庭收支情形，台北市政府主計總處，2017
統計應用分析報告-臺北市各行政區特性分析，台北市政府主計總處，2009
國民所得統計摘要，行政院主計總處，2017
高齡社會白皮書，衛生福利部社會及家庭署，2015
中華民國人口推估（105至150年），國家發展委員會，2016。
內政統計通報第10週106年，內政部統計處，2017
老人長期照顧、安養機構概況，衛生福利部社會及家庭署及直轄市、縣(市)政府，2017
吳淑瓊（2005），人口老化與長期照護政策，《國家政策季刊》第4 卷第4期：5-24。
蘇麗瓊、黃雅鈴（2005），老人福利政策再出發-推動在地老化政策，《社區發展季刊》110：5-13。
內政部（2007），我國長期照顧十年計畫－大溫暖社會福利套案之旗艦計畫（核定本）。臺北：內政部。
長期照顧十年計畫2.0（106~115年），行政院衛生福利部，2016
105年度老人福利機構評鑑成績名冊，行政院衛生福利部，2016
長期照顧服務量能提升計畫，行政院衛生福利部，2015
長期照顧十年計畫，行政院衛生福利部，2007
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
104933030
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104933030
資料類型 thesis
dc.contributor.advisor 郭維裕zh_TW
dc.contributor.advisor Kuo, Georgeen_US
dc.contributor.author (作者) 吳力凡zh_TW
dc.contributor.author (作者) Wu, Lih-Farnen_US
dc.creator (作者) 吳力凡zh_TW
dc.creator (作者) Wu, Lih-Farnen_US
dc.date (日期) 2017en_US
dc.date.accessioned 24-七月-2017 12:08:20 (UTC+8)-
dc.date.available 24-七月-2017 12:08:20 (UTC+8)-
dc.date.issued (上傳時間) 24-七月-2017 12:08:20 (UTC+8)-
dc.identifier (其他 識別碼) G0104933030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111345-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 104933030zh_TW
dc.description.abstract (摘要) The demand for long-term elderly care in Taipei City has become extremely high as a result of the imbalanced ratio between children and the elderly. To date, Taiwan’s ageing population is fast becoming one of the most urgent problems for the government. Research on Taiwan’s population predicts that by 2025, 20% of its population will be aged 65 and over, meanwhile, its birth rate continues to be amongst the lowest all over the world. Using this statistic as the focal point, this study summarizes the urgent needs of Taipei City`s long-term nursing institutions. Currently, there is an unfulfilled demand of 6,851 beds in Taipei and an average occupancy rate of 90% in long-term care institutions. Both figures are considerably higher than any other country all over the world indicating a serious social problem for the entire Taiwanese population.
Part of the reason why Taipei City’s high demand for long-term elderly care keeps getting larger is because the cost of the business plan is extremely high, especially in the area of building and equipment (even with the occupancy rate of 100%, the recovery period is still at the very least 13 years). Another obstacle is that there exists a maximum population limit for large-scale institutions, set between 50 to 200 people. If one brings the cost of land into consideration, it will be even more difficult to meet the breakeven point.
In order to overcome these problems, the study starts from a medical center’s point of view, adopting theories of experts such as American academic Michael Porter and Swiss business theorist Alexander Osterwalder…etc., thus proposing a high-end long-term institution business model. Although based on the analysis provided in the body of thesis, the rate of return on investment (ROI) in the high-end long-term institution is low, the medical institution should not regard ROI as the only assessment criteria. Rather, it should be taking social welfare and working alongside government policy into account; moreover, by suggesting the establishment of long-term nursing institution be regarded as an imperative investment, Taipei City can then be the ideal city for the aged till their death where adults are given employment, and the young enabled to grow up.		en_US
dc.description.tableofcontents 1. Introduction 1
1.1. Reasons to Plan for Long-Term Care Institutions 1
1.1.1. Population Ageing in Taiwan is becoming more serious than in Europe and America 1
1.1.2. Declined Ability to Provide Everyday-Life Care for the Elderly in Individual Households 1
1.2. Insufficient Long-Term Care Institutions in Taipei City 2
1.2.1. The Demand is far Greater than the Supply 2
1.2.2. Absence of “Excellent” Accreditation from Existing Long-Term Nursing Institutions in Taipei 2
1.3. Proposed Solution to the Problem 3
2. Review on Related Concepts and Theories 5
2.1. Value Chain 5
2.2. Industry Life Cycle 7
2.3. SWOT 9
2.4. Michael Porter`s Five Forces Model 10
2.5. STP Marketing Model 11
2.6. 4Ps Marketing Matrix 12
2.7. The Marketing Theory of 4Cs 14
2.8. Business Model Canvas 15
3. Industry Status 17
3.1. An Overview of the Long-Term Care Business for the Elderly 17
3.2. Causes for Demand for Elderly Long-Term Care Business 19
3.2.1. The Increase of the Ageing Population 19
3.2.2. Birth Rate Falls to World’s Lowest 22
3.3. Value Chain 25
3.3.1. Improving the Customer`s Sense of Belonging to the Institution 25
3.3.2. Providing Consumers a High Quality Caring Environment 25
3.3.3. Patients and their Families who are willing to stay are willing to refer the institution to New Customers 26
3.4. Industry Life Cycle 27
4. Business and Marketing Strategy 30
4.1. Analysis on SWOT 31
4.1.1. Strengths 31
4.1.2. Weaknesses 32
4.1.3. Opportunities 32
4.1.4. Threats 33
4.2. Michael Porter`s Five Forces Model 34
4.2.1. Threat of New Entrants 34
4.2.2. Threat of Substitutes 35
4.2.3. Rivalry among Existing Firms 35
4.2.4. Bargaining Power of Suppliers 36
4.2.5. Bargaining Power of Customer 36
4.3. Competitors Analysis 37
4.3.1. Features of Suang-Lien Elderly Center: 38
4.3.2. Features of Guannenn Institution 38
4.4. Marketing Factors 39
4.4.1. Population 40
4.4.2. Purchasing Power 42
4.4.3. Buying Desire 43
4.5. STP Marketing Model 44
4.5.1. Segmenting 44
4.5.2. Targeting 45
4.5.3. Positioning 46
4.6. 4Ps Marketing Matrix 47
4.6.1. Product 47
4.6.2. Price 52
4.6.3. Place 53
4.6.4. Promotion 53
4.7. The Marketing Theory of 4Cs 54
4.7.1. Consumer 54
4.7.2. Cost 55
4.7.3. Convenience 55
4.7.4. Communication 55
4.8. Project Timeline 56
5. Financials 57
5.1. Sales forecast 57
5.2. Startup Cost Perspective 58
5.2.1. Cost of Building Construction 58
5.2.2. Cost of Medical Equipment 59
5.2.3. Cost of Labor 59
5.2.4. Cost of Waste Disposal and Human Outsourcing 60
5.2.5. Cost of Maintenance 60
5.2.6. Cost of Medical Supplies 60
5.2.7. Other Costs 60
5.3. Cash Flow Statement 61
5.4. Income Projections 61
5.5. Analysis of Payback Period 62
6. Business Model Canvas 63
6.1. Key Partners 63
6.2. Key Activities 64
6.3. Key Resources 64
6.4. Value Proposition 65
6.5. Customer Relationships 65
6.6. Channels 66
6.7. Customers 66
6.8. Costs 66
6.9. Revenue and Benefits 66
7. Conclusion 67
8. References 69
9. Appendix 69
 		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104933030en_US
dc.subject (關鍵詞) 長期照護中心zh_TW
dc.subject (關鍵詞) 台北zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) 人口老化zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) Long-term care institutionen_US
dc.subject (關鍵詞) Taipeien_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) Aging populationen_US
dc.subject (關鍵詞) Business modelen_US
dc.title (題名) 以醫學中心角度研究探討老人養護商業模式zh_TW
dc.title (題名) Research on business model for long-term institution from the perspective of a medical centeren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Brody, Elaine M. "Long-Term Care of Older People: A Practical Guide." (1977).
Cravens, David W., and Nigel Piercy. Strategic Marketing. Vol. 7. New York: McGraw-Hill, 2006.
Dibb, Sally, and Lyndon Simkin. "Targeting, segments and positioning." International Journal of Retail & Distribution Management 19.3 (1991).
Ministry of Health and Welfare, Establishment Standards of Senior Citizens’ Welfare Institutions,2012.
Francesca, Colombo, et al. OECD Health Policy Studies Help Wanted? Providing and Paying for Long-Term Care: Providing and Paying for Long-Term Care. Vol. 2011. OECD Publishing, 2011.
Fu, T. H., and Pau-Ching Lu. "Population Ageing and Social Policy in Taiwan." Ageing in East Asia: Challenges and Policies for the Twenty-First Century. Routledge, New York (2009): 89-104.
Hsu, Hui-Chuan. "Exploring Elderly People`s Perspectives on Successful Ageing in Taiwan." Ageing and Society 27.01 (2007): 87-102.
Jennings, Ralph. "Taiwan Birth Rate Falls to World’s Lowest." Voice of America 16 (2011).
Kane, Rosalie A., and Robert L. Kane. "Long-term care: Principles, programs, and policies." (1987).
Lee, Ronald Demos, and Andrew Mason, eds. Population Aging and the Generational Economy: A Global Perspective. Edward Elgar Publishing, 2011.
Long-Term Care Services Act, Published by Presidential Order Hua-Zhong-Yi-Yi-Zhi No. 10400064391, 2015.
Lumpkin, G. Thomas, and Gregory G. Dess. "Linking Two Dimensions of Entrepreneurial Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle." Journal of Business Venturing 16.5 (2001): 429-451.
McCall, Nelda. "Long term care: Definition, demand, cost, and financing." Who Will Pay for Long Term Care (2001): 3-31.
Nakamura, Kozo. "A “Super-Aged” Society and the “Locomotive Syndrome”." (2008): 1.
Norton, Edward C. "Long-Term Care." Handbook of health economics 1 (2000): 955-994.
Osterwalder, Alexander, and Yves Pigneur. "Business Model Canvas." Self-Published. (2010).
Pickton, David W., and Sheila Wright. "What`s SWOT In Strategic Analysis?" Strategic change 7.2 (1998): 101-109.
Porter, Michael E. "How Competitive Forces Shape Strategy." (1979): 21-38.
Porter, Michael E., and Victor E. Millar. "How Information Gives You Competitive Advantage." (1985).
Saad, Engr. Muhammad. "Marketing Management." (1995).
Taipei City Government, Survey of Living Conditions of the Elderly in Taipei City,2014
Van Waterschoot, Walter, and Christophe Van den Bulte. "The 4P Classification Of The Marketing Mix Revisited." The Journal of Marketing (1992): 83-93.
統計應用分析報告-臺北市老人安養及長期照顧概況，台北市政府主計總處，2012
統計應用分析報告-臺北市經濟戶長為高齡人口之家庭收支情形，台北市政府主計總處，2017
統計應用分析報告-臺北市各行政區特性分析，台北市政府主計總處，2009
國民所得統計摘要，行政院主計總處，2017
高齡社會白皮書，衛生福利部社會及家庭署，2015
中華民國人口推估（105至150年），國家發展委員會，2016。
內政統計通報第10週106年，內政部統計處，2017
老人長期照顧、安養機構概況，衛生福利部社會及家庭署及直轄市、縣(市)政府，2017
吳淑瓊（2005），人口老化與長期照護政策，《國家政策季刊》第4 卷第4期：5-24。
蘇麗瓊、黃雅鈴（2005），老人福利政策再出發-推動在地老化政策，《社區發展季刊》110：5-13。
內政部（2007），我國長期照顧十年計畫－大溫暖社會福利套案之旗艦計畫（核定本）。臺北：內政部。
長期照顧十年計畫2.0（106~115年），行政院衛生福利部，2016
105年度老人福利機構評鑑成績名冊，行政院衛生福利部，2016
長期照顧服務量能提升計畫，行政院衛生福利部，2015
長期照顧十年計畫，行政院衛生福利部，2007		zh_TW