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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34993
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/34993


    Title: 兩岸熟年消費者價值觀與生活型態之比較
    A Comparison of Mature Consumers` Values and Lifestyles among Four Chinese Cities: Taipei, Guangzhou, Shanghai, and Beijing
    Authors: 林虹妙
    Contributors: 別蓮蒂
    林虹妙
    Keywords: 價值觀 生活型態 熟年族群 消費文化
    Date: 2005
    Issue Date: 2009-09-18 13:30:47 (UTC+8)
    Abstract: 近年來全球人口老化趨勢漸增,預計再過十年,全世界將面臨到人數最為龐大的嬰兒潮世代,從中壯年邁向老年的階段(65歲以上),全球老化情況將會激增,所謂的銀髮族群將會急速膨脹,屆時,因應此族群年齡增長而起的特殊需求,也將如雨後春筍般隨之而起,然而政府卻可能會因為社會資源或相關福利措施不足,面臨到因未能及時滿足此龐大需求缺口隨之而來的社會問題,為預防此現象發生,瞭解此族群的價值觀與生活型態是當前重要的議題,希望藉由瞭解他們的價值觀與生活型態,以便預測推估此熟年族群潛在需求,及早準備以提供給廠商開發新市場的機會,而對於這群剛過中年未至老年、正值風華絕代的年紀,本研究以「熟年族群」來代稱之,指的就是這群45~64歲龐大人口的世代族群。
    近年來,兩岸也逐步面臨到上述人口老化的問題,因為與筆者身處環境息息相關,故以研究台灣與大陸的熟年價值觀與生活型態作為本研究方向,抽選兩岸具政治、經濟等代表性的四個城市:台北、北京、上海及廣州,再透過八個與生活相關之概念:健康、投資理財、家庭兩性、工作退休、人際社交、對老的看法、科技生活及消費概念,共133題生活型態題,以問卷調查的方式,來探討此四地的消費者,面對這些概念的思維與核心價值觀,作為本研究核心主軸。
    本研究透過因素分析萃取出25個四地皆有的概念,另外,再加入性別、年齡及工作狀態三個控制變數,來比對兩岸四地的熟年消費者,在這三個變數下,對此25個觀念的所展現出的想法與價值觀,而瞭解得到四地消費者價值觀與生活型態之差異所在。最後以此四地消費者在這些概念展現之差異,擬定行銷四地的建議,以供企業在開發四地熟年市場時作為參考之用。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    93355040
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093355040
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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