| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 96 === Aged population in Taiwan grows rapidly due to the extension of life expectancy and the decrease of birth rate. In addition, the changes of family structure and decreases of new birth triggered the issue of caring aged people. Therefore, the importance of aged nursing home and aged population institution became vivid nowadays.
To meet the needs of the market, the well-known Chang Gung Medical Group proposed a project of “Chang Gung Silver Village” to tackle the immediate needs. This project plans to build 4,000 units of nursing home and its first 706 units of nursing home of this project launched in January 2005. But, up to now, enters rate is not high . Why of the result? It drives the study to investigate the puzzle.
In such a setting, this study wishes to use Seven Tools for New Product Planning as research method, to analyze consumers’ preference regarding Chang Gung Silver Village service attributes and optimized cinema service. This study uses P7 interviews, polls, Factor Analysis, Idea Simulation, Idea Selection and Conjoint Analysis. In the interviews, 28 assessment categories are prefigured according to the opinions of the interviewee. These 28 assessment categories serve as the design structure for the opinion poll. Factor Analysis would be applied later to acquire three key programming factors and the optimized goal for Chang Gung Silver Village customer service innovation. Afterwards, Idea Simulation and Idea Selection sift out five key ideas to serve as the assessment base for alliance card attribute and standard setup. Ten cards would be produced through conjoint analysis, and would be distributed in the form of questionnaires to acquire the data on customer preference concerning Chang Gung Silver Village service.
This study finds that, through conjoint analysis, firms must keep in mind five key attributes: “Many kinds of promotion”, “Deregulates the housing conditions”, “Independent”, “diverse housing condition” and” Personalized Services”. For the optimized combination of Chang Gung Silver Village customer service it would be: provides the potential customer to try, provides the short-term to be possible to take along the descendant to live together, opens spatial cultivates, originally lives the place keeping in good health service, and provides the exclusive steward to serve.
|
|---|
