本研究以「50+ SPA」為研究對象，旨在探討台灣熟齡市場中SPA 服務產業之創新模式與價值再造機制。隨著台灣社會高齡化趨勢加速，50 歲以上族群已成為兼具消費力與健康意識的核心市場。然現有SPA 產業仍以年輕女性客群為主要對象，缺乏針對熟齡顧客需求如身心調理、尊榮體驗與情感連結所設計的整合性服務。本研究試圖從策略與服務創新的角度，建構一個兼具市場潛力與社會意涵的熟齡SPA 商業模式。
本研究以DOLL SPA 既有品牌成功經驗為基礎，結合質性訪談、顧客洞察
與市場分析，發展出熟齡顧客體驗價值鏈，強調三項核心構面; 生理舒緩，針對熟齡身體變化提供安全且科學化的舒壓與修復方案。心理療癒，透過空間美學與情緒共感設計，強化心理安全感與自我價值感。社會尊榮以社交式體驗與會員制度重塑熟齡消費者的社會身份與歸屬感。
研究結果指出，50+ SPA 模式能有效整合品牌威望與體驗價值，形成差異化的市場定位，並有助於延伸SPA 產業之社會功能，促進熟齡族群的身心健康與社會參與。此外，本研究之營業計畫模型呈現出「情感導向服務創新」與「價值共創」的雙軸策略邏輯，顯示熟齡市場的可持續成長潛力。

This study focuses on the “50+ SPA” concept to explore innovative models and value reconstruction mechanisms within Taiwan’s mature-age SPA service industry. As Taiwan’s population continues to age, individuals aged 50 and above have emerged as a core market segment characterized by strong purchasing power and increasing health consciousness. However, the existing SPA industry remains largely targeted toward younger female customers, lacking integrated services tailored to the physical, emotional, and social needs of mature clients—such as holistic wellness, prestigeoriented experiences, and emotional connection. This research seeks to develop a SPA business model that combines both market potential and social significance through strategic and service innovation perspectives.
Building on the successful brand experience of DOLL SPA, this study integrates qualitative interviews, customer insights, and market analysis to construct an Aging Customer Experience Value Chain, emphasizing three core dimensions:
(1) Physical Relief — offering safe and scientifically designed relaxation and recovery programs that address age-related physical changes;
(2) Psychological Healing — enhancing emotional security and self-worth through spatial aesthetics and empathetic experience design; and
(3) Social Prestige — reconstructing social identity and a sense of belonging among mature consumers through social-based experiences and membership systems.
The findings indicate that the 50+ SPA model effectively integrates brand prestige and experiential value, achieving a differentiated market positioning while extending the social function of the SPA industry. This model contributes to both the physical and psychological well-being of mature consumers and promotes their social participation.
Furthermore, the proposed business plan embodies a dual-axis strategic logic of emotion-driven service innovation and value co-creation, underscoring the sustainable growth potential of the mature-age market.

壹、 中文參考文獻
（一）網際網路
DOLL SPA https://www.dollspa2011.com/ 。最後瀏覽日2025 年11 月1 日
貳、 英文參考文獻
（一）Journals
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78.