| 摘要: | 台灣在民國113年時，65歲以上的人口已佔全國總人口的19%，龐大的族群伴隨衍生眾多的商機，隨著醫療技術進步和生活條件的改善，銀髮族參與社會活動的比例也較以往提高，移動出行的相關產品值得更進一步研究與改善。根據交通部統計，機車仍是年長者主要的交通工具，而市場上的產品在行銷時若未能針對此族群體能下降、消費心態保守、社會關係弱化的改變進行調整，可能錯失商機，本研究訪談十數位E牌銀髮族消費者與企業內部決策主管，透過半結構訪談及語意差異的方法，建構行銷感知缺口模型，探討E牌微型電動二輪車作為銀髮族交通工具，在行銷4P組合(產品、價格、推廣、通路)未滿足消費者之處，企業可依此進行改善調整資源配置，找出獲利模式。
研究結果顯示，雙方存在行銷認知缺口，首先在產品面上，企業過度重視外觀時尚性，成本可能因此增加，可朝向適度降低規格、減少設計複雜度及共用零件以減少企業負擔。第二，消費者對價感知偏向昂貴，企業可強化消費者高度認同的產品性能與可靠度這二點優勢，體現物有所值並搭配彈性的付款方式加速購買決策。第三在推廣面上，消費者認為不容易理解產品與品牌不夠知名，由於資訊管道主要來自親朋好友的介紹，故口碑行銷、會員轉介的作法相對網路廣告來得有效益，實體展售亦可增進銀髮族對產品的操作與理解。最後在通路面的缺口，企業需強化經銷商及合作車行的服務廣度以滿足消費者對方便性的需求，因應銀髮族記憶力下降，需要門市人員耐心的重複說明，提供操作口訣、簡易教學影片等電話或LINE客服即時支援。
;In the year 2024, individuals aged 65 and above accounted for 19% of Taiwan’s total population. This sizable demographic brings with it numerous business opportunities. With advancements in medical technology and improvements in living conditions, the elderly are participating more actively in social activities than before. As a result, mobility-related products warrant further research and improvement.
According to the Ministry of Transportation, scooters remain the primary mode of transportation for older adults. However, if products fail to adapt their marketing strategies to address the physical decline, conservative spending habits, and weakened social connections of this demographic, they may miss out on valuable opportunities. This study interviewed over a dozen senior consumers of Brand E and internal decision-makers within the company. Using semi-structured interviews and semantic differential analysis, a marketing perception gap model was developed to explore unmet needs in the 4Ps of marketing (Product, Price, Promotion, Place) for Brand E’s micro electric motorcycle as a transportation option for the elderly. The findings aim to guide companies in reallocating resources and identifying profitable business models.
The results revealed a perception gap between the company and consumers. First, in terms of product, the company places excessive emphasis on stylish design, which may increase costs. A better approach would be to moderately reduce specifications, simplify design, and use shared components to ease the company’s burden. Second, consumers perceive the pricing as expensive. The company could highlight the product’s performance and reliability—two aspects highly valued by consumers—to convey value for money, and offer flexible payment options to accelerate purchase decisions. Third, in terms of promotion, consumers find the product difficult to understand and the brand lacks recognition. Since most information is obtained through word-of-mouth from friends and family, strategies like referral programs and word-of-mouth marketing are more effective than online ads. Physical exhibitions and sales events can also help seniors better understand and operate the product. Lastly, regarding distribution, the company needs to enhance the service capabilities of dealers and partner shops to meet the convenience needs of elderly consumers. Given the decline in memory among this group, store staff should patiently repeat explanations and provide easy-to-remember instructions, simple tutorial videos, and real-time support via phone or LINE. |
