銀髮族音樂補習消費行為與行銷策略之研究—以雙北市為例

Abstract

臺灣人口結構的組成隨社會變遷而有所改變，音樂補習班也從過去的以兒童為主要客群，增加了更多適合銀髮族的多元課程，除了招生方式與客群有所改變外，音樂補習班的行銷是否創新有特色，也成為其永續經營的主要關鍵之一。本研究首先會對銀髮族、樂齡、消費行為進行名詞定義，再來會對銀髮族消費行為、臺灣音樂補習班發展與現況、行銷策略、音樂治療，四大方面分別做文獻探討。研究方法首先會用半結構式訪談法，第一部分將採訪兩位音樂治療師，希望能參考音樂治療師的經驗，根據銀髮族音樂治療的角度，了解音樂對於長輩可以帶來的附加價值；第二部份將訪問音樂補習班負責人，藉此了解音樂補習班的行銷管道、展店策略、課程安排、品牌建立，發展特色與差異性經營，以及對銀髮族市場在音樂補習消費行為上的看法；最後，第三部分會對銀髮族之學員進行採訪，了解他們過往的音樂學習經驗、選擇補習班的原因以及學習音樂後對他們帶來的改變。再來會使用問券調查法，調查銀髮族是從哪些管道獲得音樂學習的資源、願意投入多少金錢與時間於音樂學習、選擇音樂補習班的主要理由等等，也藉此分析出銀髮族對於音樂補習班的消費行為與消費心理之關係，並依照分析結論提出完整的行銷策略。期望本研究的結果能夠提供給未來的音樂技藝短期補習班之業者做參考。The composition of Taiwan's population structure has changed with social transformations， and music cram schools have evolved from primarily catering to children to offering a more diverse range of courses suitable for the elderly. Apart from changes in enrollment methods and target demographics， the innovation and distinctiveness of marketing strategies have become crucial for the sustainable operation of music cram schools. This study will initially provide definitions for terms such as "silver generation，" "aging，" and "consumer behavior." Subsequently， it will delve into literature reviews on consumer behavior among the elderly， the development and current status of music cram schools in Taiwan， marketing strategies， and music therapy. The research methodology involves semi-structured interviews. In the first part， two music therapists will be interviewed to gain insights into the added value that music can bring to the elderly from a music therapy perspective. The second part involves interviews with theheads of music cram schools to understand their marketing channels， expansion strategies， course arrangements， brand building， distinctive operations， and their perspectives on the elderly market's consumer behavior in music cram education. Finally， the third part comprises interviews with elderly students to understand their past music learning experiences， reasons for choosing cram schools， and the changes they have experienced through learning music. A questionnaire survey will be conducted to investigate the sources from which the elderly acquire music learning resources， their willingness to invest money and time in music education， primary reasons for choosing music cram schools，etc. This analysis aims to explore the relationship between the elderly's consumer behavior and consumer psychology towards music cram schools， and based on these findings， formulate comprehensive marketing strategies. The anticipated outcome of this research is to provide valuable insights for future operators of short-term music skill cram schools.