銀髮照顧垂直社群網站商業模式分析：以愛長照網站為例

Abstract

本研究之目的為 (1) 從垂直社群網站的商業模式了解銀髮照顧的樣貌、(2) 探討社群網站經營模式對於銀髮社會中所產生的影響力及持續運營的方式、(3) 探討社群網站經營模式如何回應網路上的照顧需求、以及網站營運出現困境時應該如何因應。據此，本研究採用個案研究法，針對「愛長照社群網站」進行詳細且全面性地分析與探討，包括介紹個案之背景及商業模式、彙整發展歷程、及探討商業模式轉型，作為未來商業模式發展與決策的參考。研究結果發現，個案過往商業模式及發展歷程包括： (1) O2O 虛實結合： 會員訂閱服務、(2) 長照機構設立與顧問服務、(3) O2O 虛實結合： 一站式線上到線下服務系統。而從現況及未來方向來看： (1) 家庭照顧者的照顧需求與健康現況，確實可以經由「愛長照社群網站」得到滿足與改善。(2) 主力為平台廣告的商業模式無法抵擋疫情的衝擊。(3) 持續檢視優勢資源與發展市場需要的缺口，並試圖成功解決家庭照顧者的照顧問題，才有機會成為一個成功的商業模式。網路事業與一般性的創業環境相同，存在不可預知的風險，2019-2021年的疫情發展就是很好的見證。擘劃草創時期的商業模式通常是透過不斷調整找到正確的路徑，沒有一成不變的商業模式，唯有持續專注深耕發展專業與持續累積人際網絡，在下一個轉彎處與有緣人轉進在同一個跑道上。

The purposes of this study were to (1) understand the situation of elderly care based on business model of vertical social group website; (2) examine the impact and business continuity of vertical social group website in aging society; (3) identify how the website responds to healthcare needs on the internet and the difficulty of website operation. Therefore, this study is a case study to examine and analyze ilong-term care website, including introducing background and business model, collecting development progress and business model transformation. This information is critical for future business model. The results showed that the old business model were (1) OnLine to OffLine： member subscription service. (2) To establish long-term Care Institution and consultant service. (3) OnLine to OffLine： one-stop service system. For current situation and future business model, this study found that (1) the care need and health situation of family caregivers can be improved and satisfied by ilong-term care website; (2) even the key business model is platform advertisements, it is still difficult to respond to the impact of epidemic; (3) it is important to keep evaluating resource advantages and gap of market needs and try to solve care problems of family caregivers for future successful business model. To sum up, the internet business has similar entrepreneurial environment with general business. The epidemic of 2019-2021 informed us that there are unpredictable risks. Business model at the beginning stage needs to be adjusted to find the right direction. There is no constant business model, thus, it is important to keep developing professionals and accumulating social network, to work with the collaborators on the business road.