聯合國人口基金會(UNFPA) 於 2013 指出,21 世紀最重要的趨 勢之一就是人口老化。台灣也隨著社會進步、醫藥發達,出生率及死 亡率逐年降低,老年人口的比例也大幅增加,進入高齡化社會,人口 老化的問題更是值得重視,高齡社會的醫療服務也受到極大關注;除 了過去傳統的面對面實體藥局服務,因應數位化時代,也發展出以線 上到線下的 O2O (Online to Offline)商業模式,將實體藥局與電子商務 做結合,透過網路無遠弗屆的力量尋找高齡消費者,再藉由行銷活動 或購買行為將高齡消費者帶至實體藥局。在醫療業與科技業的界線越 來越模糊情況下,連鎖藥局的競爭也日益激烈,因此以高齡消費者為 主體的 O2O 商業模式之研究,則是當前連鎖藥局轉型與擴充的機會。 本研究擬以個案藥局為例,分析其商業模式及經營策略,􏰀出在 迎向高齡化社會,個案藥局應如何透過線上行銷及線上購買進而帶動 線下經營和線下消費,並歸納出連鎖藥局產業在 O2O (Online to Offline)之創新商業模式如下: 1.發展熟齡生活支援站,經營客戶關係,􏰀高黏著度。 2.建立銀髮生活照顧資料庫,為照顧者及銀髮者解決生活障礙。 3.透過交流互動聚集平台流量並加強曝光度,進而􏰀高成交。 4.分析醫療大數據,讓醫療服務突破地域限制。 / United Nations Population Fund (UNFPA) publicly reported in 2013, one of the most important trends in 21st century is population aging. With developments of society and medicines in Taiwan, both of birth and death rates are declining year by year. The elderly population’s rapid size increase turns Taiwan into an aged society; therefore, the issues of aging population and medical service for aged population are worth our attention. Besides traditional face-to-face service in physical pharmacy, O2O (Online to Offline) business model is emerged for dealing with digital generation. The combination of physical pharmacy and boundless network E-commerce makes it easily to reach aged consumers everywhere, the assistance of E-marketing and purchasing behavior would be a stimulation to impel aged consumers to visit physical pharmacy. The boundary between medical and technology industries is getting blurred so the chain pharmacy industry is getting highly competitive nowadays. Base on aforementioned factors, the study of aged-consumers-targeted O2O business model will be an opportunity which can drive chain pharmacies to do enterprise transformation and expansion. This research takes certain chain pharmacy as an example and analyzes this pharmacy’s business model and competitive strategies, and discusses how to attract aged consumers to do offline purchase behavior through stimulation from online marketing and online purchase behavior. Furthermore, this research also explores O2O (Online to Offline) feasible strategies which can create customer value for enhancing the overall competitive advantages. The purposes of this research are listed below: 1. Enhancing offline stores to be community health centers, which can provide health counseling, for strengthening customer relationship and stickiness of store. 2. Establishing Q&A database to help caregivers and senior citizens get free and correct health answers and tips from existing paramedic-reviewed content. 3. By interacting with customers to increase the flow of online platform, visibility and turnover. 4. Analyzing medical big data to break territorial restrictions of medical service. Keywords:O2O, Aging Society, Chain Pharmacy

高齡社會下，是否能夠準備足夠的退休金是每個人都很關心的重要議題。本研究探討反向房屋抵押貸款(Reverse Mortgages)在提升老年經濟安全準備之應用。以美英澳三國之反向房屋抵押貸款商品之形式為基礎，分析發行機構與消費者之風險，建立反向房屋抵押貸款之基本定價模型，模擬保險人和發行機構之損失分佈並作敏感度分析，最後提出反向房屋抵押貸款在提升老年經濟安全準備議題上之應用策略，期望本研究結果可為台灣高齡社會之經濟問題提供新的思考方向。