| Abstract: | 台灣由於國民平均餘命延長及人口出生率下降，導致老年人口快速成長。此外，由於家庭結構改變及少子化現象，造成家庭對老年人口照護能力不足，亦凸顯老人安養機構存在之重要性。 長庚醫療體系體察高齡者對於長期照護需求之日益殷切，提出「長庚養生文化村」的照護方案，期以台塑企業之管理經驗與長庚之醫療資源，營造高品質的高齡社區，本方案預計推出4,000個住戶單元，第一期工程完成706戶，於2005年1月開放進住，但截至目前為止，入住率不高，引發研究者興趣。 本研究即在此背景下，以商品企劃論做為研究方法論的基礎，探索消費者對長庚養生文化村服務屬性之偏好與最適化。本研究採用P7中的訪談調查、意見調查、因素分析、創意發想、創意選擇與聯合分析法。在訪談調查中，根據受訪者意見設定出二十八項個評價項目，並以此二十八項評價項目作為意見調查問卷的設計基礎，結合後續的因素分析，獲得三項企劃關鍵因子與開發長庚養生文化村新服務之最適方向。隨後，創意發想與創意選擇法篩選了五項關鍵創意，作為聯合卡屬性與水準設定的依據，透過聯合分析產生十張聯合卡片，結合問卷的方式蒐集顧客對長庚養生文化村服務屬性偏好組合的資料。 本研究發現透過聯合分析產生的結果，業者在開發上必須掌握五項關鍵屬性：「多元促銷方式」、「放寬居住條件」、「自給自足」、「多樣居住型態」與「個人化服務」。至於，長庚養生文化村服務屬性水準的最佳組合為：「提供準顧客的試住」、「提供短期可攜兒孫同住」、「開放土地給住戶耕種」、「原居住地的養生服務」與「提供專屬管家服務」。
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. |
