樂齡療癒照護平台設計與行銷策略之研究

Abstract

隨著臺灣於今年 (2025) 正式邁入超高齡社會，人口結構快速老化所帶來的健康照護與社會支持挑戰日益嚴峻。傳統照護模式在資源與人力上均面臨限制，難以滿足高齡族群多元且即時的照護需求。數位科技的蓬勃發展，特別是資訊通信技術 (ICT) 與智慧醫療的應用，為樂齡照護提供了創新契機與轉型可能。尤其在台灣智慧城市架構下，導入結合雲端、物聯網與人工智慧等數位技術，已成為樂齡照護平台設計的關鍵趨勢。 本研究聚焦於「樂齡療癒照護數位平台」之設計與商業化策略，從策略管理角度出發，運用SWOT與PEST分析工具，剖析平台所處之整體環境與市場脈絡，掌握政策、科技、社會與經濟面向的關鍵機會與挑戰。進一步探討樂齡者在健康與生活照護上的痛點與實際需求，提出一站式整合服務 (one-stop solution) 之平台架構，涵蓋遠距健康監測、療癒內容提供、智慧照護排程與社會互動支持等功能。在商業模式設計方面，本研究參考Business Model Canvas (商業模式畫布) 架構，建構以使用者價值為核心的營運模式，強調平台與政府政策、醫療單位、樂齡產業者之多方合作關係，創造互利共贏的數位健康生態系統。平台營收來源將涵蓋B2C與B2B市場，並結合使用者評論、訂閱制服務、保險合作包套方案、資料驅動之健康管理建議等多元收益機制。此外，研究亦提出以行銷組合 (產品、價格、通路、推廣、評論口碑等) 為基礎的行銷策略，聚焦於提升使用者接受度與市場滲透率，特別針對樂齡族數位落差進行對應設計與推廣溝通。本研究期望透過數位平台之整合設計與可行商模的策略佈局，提供一個具永續發展潛力的樂齡照護創新解方，回應臺灣面臨的高齡社會挑戰，亦為政府政策制定者、企業業者及照護服務相關產業提供可參考之發展藍圖。

As Taiwan officially enters a super-aged society in 2025, the rapidly aging population presents increasingly severe challenges in healthcare and social support. Traditional care models are constrained by limited resources and manpower, making it difficult to meet the diverse and immediate needs of the elderly population. The rapid development of digital technologies, particularly Information and Communication Technology (ICT) and smart healthcare applications, offers innovative opportunities and transformative potential for elderly care. Under the framework of smart cities, the integration of cloud computing, the Internet of Things (IoT), and Artificial Intelligence (AI) has become a key trend in the design of elderly care platforms.This study focuses on the design and commercialization strategies of a"Digital Therapeutic and Elderly Care Platform." From a strategic management perspective, this research applies SWOT and PEST analytical frameworks to examine the broader environment and market context in which the platform operates, identifying key opportunities and challenges across policy, technology, social, and economic dimensions. It further investigates the pain points and practical needs of elderly users in health and daily care, proposing a one-stop integrated service platform that includes remote health monitoring, therapeutic content delivery, intelligent care scheduling, and social interaction support.In terms of business model design, this study adopts the Business Model Canvas (BMC) framework to construct an operation model centered on user value. It emphasizes multi-stakeholder collaboration involving government policies, healthcare institutions, and active aging industry players to foster a mutually beneficial digital health ecosystem. The platform's revenue streams will cover both B2C and B2B markets, incorporating user-generated reviews, subscription-based services, bundled insurance packages, and data-driven health management insights as part of a diversified monetization strategy. Furthermore, this research proposes a marketing strategy based on the 4Ps (Product, Price, Place, Promotion), focusing on improving user acceptance and market penetration, especially through tailored solutions and communication strategies to bridge the digital divide among the elderly.This study aims to deliver an innovative and sustainable solution for elderly care through the integrated design of a digital platform and the strategic deployment of a feasible business model. It also seeks to provide a valuable reference for policymakers, business leaders, and stakeholders in the elderly care industry as Taiwan navigates the challenges of an aging society.