| 摘要: | 隨著台灣於2025年邁入超高齡社會，家庭結構從傳統大家庭轉變為核心家庭，傳統喪葬儀式逐漸無法完全滿足現代社會的需求。近年疫情影響，年輕世代對生命與死亡的態度逐漸開放，強調個人價值、生命故事與尊嚴善終的意識逐步抬頭。傳統殯葬服務單一、莊嚴哀悼的形式，正轉向更具個人化、意義性與美學風格的表達方式。此一轉變驅動殯葬生命產業必須跳脫原有框架，重新定位企業角色與服務內容。
個案公司正是在此大環境中脫穎而出，從1992年創立以來，逐步打造出涵蓋墓園塔位、禮儀服務、生前契約、殯葬設施等多元服務。結合建築美學、科技應用與品牌形象創建，成功建立業界新標竿。
運用商業模式九宮格（Business Model Canvas）架構，分析個案公司如何將傳統的殯葬服務業透過九宮格關鍵面向轉型及創新的經營策略。在硬體設施上，將人文、藝術、美學運用高品質塔位與陵園開發，並攜手國際建築大師導入藝術空間美學，成功改變傳統納骨設施的刻板印象。在軟體服務上則透過專業禮儀師培訓制度、標準化服務流程與資訊公開制度，提供消費者高透明度、高品質的服務。因應現金社會型態的演變，從預防、預約的觀念出發，將『終活』新思維新觀念，藉由生前預立身後『殯葬服務契約契約』的規劃，提升消費者心理準備與尊嚴度，亦符合現今高齡化社會的需求。
綜合而言，以創新轉型與制度化經營成功翻轉傳統殯葬業形象，打造「以人為本」、「以愛為核心」的生命服務，其經驗提供殯葬業者一個轉型升級的實踐典範，引領殯葬生命產業可持續朝向人文、藝術、文化創新發展，提升社會對生命議題的正向認知與接受度，實現生命產業的人文關懷與永續經營。
;As Taiwan enters a super-aged society in 2025, the family structure will shift from the traditional extended family to the nuclear family, and traditional funeral ceremonies will gradually be unable to fully meet the needs of modern society. Due to the impact of the epidemic in recent years, the younger generation has gradually become more open-minded about life and death, and the awareness of emphasizing personal values, life stories and a dignified and good death has gradually risen. The traditional funeral service is shifting from a single, solemn form of mourning to a more personal, meaningful and aesthetic expression. This transformation has driven the funeral and life industry to break away from its original framework and reposition its corporate roles and service content.
The case company stood out in this environment. Since its establishment in 1992, it has gradually developed a variety of services including cemetery sites, ceremonial services, living wills, funeral facilities, etc. Combining architectural aesthetics, technological applications and brand image creation, it has successfully established a new benchmark in the industry.
Using the Business Model Canvas framework, this paper analyses how the case companies transformed the traditional funeral service industry through the key aspects of the Business Model Canvas and developed innovative business strategies. In terms of hardware facilities, we integrate humanity, art, and aesthetics through the development of high-quality coffin sites and cemeteries, and work with international architectural masters to introduce artistic space aesthetics, successfully changing the stereotype of traditional bone storage facilities. In terms of software services, we provide consumers with highly transparent and high-quality services through a professional etiquette training system, standardized service processes and information disclosure system. In response to the evolution of the cash society, starting from the concepts of prevention and reservation, we will introduce new ideas and concepts of "end-of-life" by planning the "funeral service contract" before death, so as to enhance consumers′ psychological preparation and dignity, which also meets the needs of today′s aging society.
In summary, the successful transformation and institutionalized management of the traditional funeral industry has transformed its image, creating a "people-oriented" and "love-centered" life service. Its experience provides a practical model for the transformation and upgrading of funeral industry players, leading the funeral life industry to develop sustainably in the direction of humanities, art, and cultural innovation, enhancing society′s positive cognition and acceptance of life issues, and realizing humanistic care and sustainable management of the life industry. |
