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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