高齡化及少子化的人口結構改變帶來了龐大的銀髮商機，社會總體消費行為以及價值觀亦隨之轉變。惟銀髮市場並非同質性的，其中又以單身女性銀髮族的利基市場最有前景；然而國內鮮少針對特定銀髮族利基市場進行相關的消費者研究。目前對銀髮市場的開發多鎖定現今的銀髮族；然而未來20年將逐漸進入退休生活之40~60歲的族群，平均教育程度及經濟能力較現今的銀髮族為高，思想比上一代開明，加上近年來智慧科技的突飛猛進，其所想望的退休生活勢必與現今的銀髮族大為不同。 因此本研究鎖定此一族群高學歷、高所得、及高資歷的單身熟齡女性進行先驅調查。其思想開明、經濟獨立、可以自由運用時間及金錢、並且願意投資自己，具有很強的消費能力。企藉由了解目標族群的需求與期望，提前開發對應的潛在商機。 本研究先藉由文獻分析，分析目前的總體社會數據、人口結構改變、相關理論模型及市場現況；再採用個別深度訪談法了解每位受訪者的家庭狀況、生活型態、對於退休的想法等等。研究結果顯示受訪者可區隔成四個集群：主流且內向居家的小確幸、心理年輕最願意嘗新的探險家、關心社會注重品質的女鬥士、及控制慾強愛奢侈品的女領導。而受訪者對未來的想望已超越低階的生理及安全需求，而偏向於較高層次的社交、尊重及自我實現需求。 就實際需求面而言，可分成五大層面：健康美麗的緩老需求、安適終老的居住需求、經濟自主的理財需求、教育休閒的娛樂需求、及自我實現的價值需求。根據這五大需求，分別衍生出22項潛在商機，分屬醫療保健、智慧科技、居住交通、金融服務、生活支援及工作休閒等六大構面。 / The changing population structure caused by population aging and low fertility rate has created numerous opportunities for business targeting the elders, which also changes consumer behavior and values in the society. At the moment, the development of silver market mostly focuses on the elders today. However, the forty-to-sixty-year-olds who are going to be retiring in the next twenty years have higher educational background and economic power; moreover, they are more open-minded and have experienced the boost of modern technologies, which gives them much more different expectation for life in retirement than the elders today. Also, the silver market is not homogeneous, and the niche market for single elder women has the brightest prospect. Nevertheless, there is barely any consumer research for the elder niche markets in Taiwan. Therefore, this pioneer research targets at single mature females with high educational level, high income, and high qualifications. They are open-minded, financially independent, able to use their time freely, willing to invest in themselves; above all, they have strong consuming capacity. Through exploration of the expectation and demand of the target customers, the potential business opportunities can be uncovered. The research starts with literature review, analyzing the current social data, the change of population structure, relevant theoretical models, and the current market conditions. Then it adopts the method of individual in-depth interview to understand the family condition, life style, and ideas about retirement of every interviewee. The result of the research shows that the interviewees could be divided into four clusters: the small happiness holders with introverted housebound disposition, the adventurers who stay mentally young and love to try something new, the fighters who care about the society and life quality, and the leaders who love luxuries and to control everything. The interviewees’ expectations of future have already overpassed the most fundamental levels of needs: physiological and safety needs, and are inclined to higher levels needs: social, self-esteem, and self-actualization needs. There are five aspects regarding the practical demands: the ways to slow aging and keep health and beauty, a nice shelter to enjoy the comfortable retirement life, the finance-management to be financially independent, education and entertainment, and the chances of self-actualization. Twenty-two potential business opportunities can be derived from these demands, which respectively belong to the following six categories: medical and health care, intelligence technology, housing and transportation, financial service, living support, and work and entertainment.