| Abstract: | 台灣殯葬產業近年來因相關法令修改完整而令消費者認同提升，從每年500億市場增加至1250億消費額，且社會高齡化已遠超越聯合國世界衛生組織7％之標準，行政院經建會指出，2018年台灣65歲以上的老年人口比率將達14.65％，到了2026年，台灣更將走入超高齡社會，老年人口比率達20.63％，凸顯台灣殯葬產業急需導入創新商業模式，然而，過去對於殯葬業的研究大多著重於探討殯葬產業動態研究、殯葬設施、消費者行為研究、消費者滿意度研究及生前契約等議題，少有探討殯葬業商業模式創新模式的相關研究。故本研究採用Johnson (2010) 所提出的商業模式架構，以顧客價值主張、關鍵資源、關鍵流程、獲利模式等四構面，探討殯葬業商業模式創新。研究個案為龍巖股份有限公司，資料來源包括次級資料、參與式觀察、與專家訪談，並將以個案歷年所推出之較重大之服務創新事件為分析單元。
Taiwan’s funeral industry has gradually gained recognition from consumers in recent years, thanks to the amendment of relevant laws and regulations. The funeral market has grown from NT$50 billion to NT$125 billion a year as the aged population now far exceeds the World Health Organization’s (WHO) standard of 7% for an aging society. The National Development Council pointed out that Taiwan’s population at ages 65 and above will reach 14.65% in 2018, and will reach 20.63% in 2026, making Taiwan a hyper-aged society. This shows the urgency for Taiwan’s funeral industry to adopt innovative business models. Past studies, however, mainly focused on the funeral industry’s trends, funeral facilities, consumer behavior, consumer satisfaction, and pre-need funeral contracts, and rarely discussed business model innovation. This study adopts the framework for business model innovation proposed by Johnson (2010), which includes four dimensions, namely customer value proposition, key resource, key process, and profit formula, for examining business model innovation in the funeral industry. The case presented in this study is Lungyen Life Service Corporation. Sources of data include secondary data, participatory observation, and expert interviews, and the unit of analysis is business model innovation events of Lungyen over the years. |
