Feasibility Evaluation for Co-creation Value in Senior Enterprises: Analysis on Business Model, Co-creation Value Design and Customer Participation Attitudes
Date Issued
2016
Date
2016
Author(s)
Yang, Ya-Ting
Abstract
With the rapid development of global population ageing, the increase in elderly population and the change in population structure have great impacts on the senior industry. The speedy growth of the industry and the discovery of great business opportunities are driven by the various needs that the elderlies face in everyday living. Population ageing is a global issue that affects almost every country. Mostageing researches focused on demand side and studies related to supply side wererelatively scarce. Today’s development in Internet has made information spread much faster, allowing the elderlies and their caregivers to more easily access information, or even actively participate in value co-creation in the services provided. This study’s analytic structure is based on the mixed research method with qualitative and quantitative research, aiming to investigate with the business patterns of middle-aged and elderly industry in Taiwan, and to analyze the business models and value co-creation platform design with 33 quality middle-aged and elderly enterprises. Furthurmore, to analyze the attitude intention with co-creation value for middle-aged and elderly People in Taiwan ane try to realize the value co-creation platform design with qualify middle-aged and elderly enterprises through viewpoints with 1,392 middle-aged and elderly people. The purpose of this study is to help with the discovery of business opportunities and innovative service models and co-creation value design to improve the quality of life for the elderly population.As elderly needs and challenges are regarded asunprecedented experience, the relevant ministries and organizations are still learningand proposing new and innovative service models. We advocate societies which alloweverybody to understand the needs of the elderly sector, provide creative products andservice models, develop new market opportunities, and further replicate the successfulexperience in Taiwan to other regions. This study divided the business models adopted by the sampled enterprises into four categories: residential care and co-residence model, home care and living in place model, community e-business experience model, and virtual and physical portable device model. We constructed a conceptual model that comprehensively describes essential aspects of value co-creation, and categorized the value co-creation designs into four types applying for different business models including interaction in experience spaces co-creation design, on-site interacting co-creation design, social networking platform co-creation design, and empowering customers’ co-creation design. As most of the target customers were assembles of small markets, the successful enterprises often provided compound services, instead of only a single service. Depending on the core business of each enterprise, the proportions of models adopted differed. One feature of senior enterprises is that the services provided are elderly-centered. With business models intended for virtual and physical integrations, the industry offered total solutions for the elderlies and their caregivers. Through investigating successful cases of senior enterprises, this study intends to discover the opportunities for businesses and develop innovative service models, aiming to support the growth of the senior industry and provide better ageing environment and assistance. Through value co-creation platform design, the senior enterprises have converted the originally passive roles of the elderly and caregivers into active participants in the value co-creation process. The new paradigm of co-creation presents huge opportunity for senior enterprises. Through value co-creation design, the senior enterprises have converted the originally passive roles of the elderly and caregivers into active ones, helped them become participants of the value co-creation process, and promoted innovative development during the interactive process in services. Value co-creation has led enterprises reveal customers’ experiences and met their needs, increases markets and profits, and also build a new paradigm to put customer experience at the center of the senior enterprises’ designs.
Subjects
senior enterprise
elderly industry
middle-aged
elderly people
business model
co-creation value
value co-creation attitude
Type
thesis
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