| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 105 === Abstract
As a rapidly aging society with one of the oldest populations in the world, Taiwan, with elders consisting 10.8% of the population in 2011 and a projected 37.5% in 2056, has seen the needs of nursing homes and other functional institutions rise to cater to elders diagnosed with chronic diseases that affect their daily living abilities or families that cannot provide proper care to their sick. The large number of nursing homes in Taiwan is not only a developmental phenomenon caused by changing times but also a representation of what ails the current medical insurance policies due to the homes’ management styles. Especially those policy failures, both past and present, have demonstrated a necessity for executives to address this nursing home organizational operation crisis from market competitions to organizational profits while gaining the trust of society. Thus, this research takes a qualitative approach with nursing homes as case studies to explore their business strategies from industry characteristics, strategy characteristics, and relationship between brand and consumers.
From literary research and case study analysis, we obtain the following conclusions: 1.Good image is a business advantage for nursing homes; 2.Communities, Locality, and Convenience are vital for nursing homes; 3.There is an increasing need of home care due to aging population, executives must understand market trend; 4.Caretakers must have experience and professional care license; and 5.Provide good software/hardware and customer service will be beneficial. We will provide the following suggestions from these conclusions: 1. Establish substantial evaluation metric; 2.Create reward system with evaluation results; 3.Long term care insurance policy must be communicated between business owners; 3. Create a customizable service plan; 5.Create a strategic alliance in order to come up with innovative business models; and 6.Adopt a differential strategy between growth and profit.
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