Market Segmentation and Marketing Strategies of Choosing Life-Nurturinghouse for Retired People

• Main Authors: SHIUE, JIE-YING, 薛傑楹
• Other Authors: TSAIH,YIH-CHING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/wqw877

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 107 === Under the influx of the global old age, Taiwanese society has experienced a rapid increase in the age of the society as the birth rate has decreased and the average life expectancy of the people has increased. Moreover, due to the changes in the social population and family structure, more and more families lack the manpower and proper housing and care capacity due to the lack of children. They choose to keep the elderly in a place with perfect medical care and healthy eating. Therefore, the elderly The issue of ambulance and care has become an issue of concern to today's society, and it also highlights the importance of the existence of an institution. This study is based on the 4P combination in marketing management. Through questionnaire survey, we will explore the services that retired pensioners want to obtain when they are staying in the old-age care institutions. Through the market segmentation, the pension institutions will be divided into clusters with different characteristics. "Balanced consideration group", "Word of mouth is a heavy group" and "Healthy to the top group". Based on the results of the cross-analysis, based on the characteristics of the above three clusters, combined with the four major facets in marketing 4P, namely, product, pricing, location and promotion, the reference suggestions for setting up and expanding marketing in the planning of the old-age care institutions are provided in order.