本文選題：手段－目的鏈 + 結(jié)��； 參考：《上海交通大學(xué)》2013年碩士論文

【摘要】：自中國改革開放以來，寵物經(jīng)濟(jì)在中國悄然興起，引起社會(huì)界的普遍關(guān)注和重視�，F(xiàn)代很多人把寵物視為家庭成員之一，并且增加的趨勢。寵物是珍貴又特別的存在,因此他們十分關(guān)切寵物的生老病死，就如對待親人一樣，但是越來越多的寵物愛好者已經(jīng)感到擁寵物所帶來巨大經(jīng)濟(jì)壓力，這種經(jīng)濟(jì)壓力同時(shí)會(huì)轉(zhuǎn)化為精神壓力。寵物在給主人帶來歡樂的同時(shí)，也成為一種負(fù)擔(dān)。 英國已經(jīng)發(fā)展寵物醫(yī)療保險(xiǎn)，而且中國臺(tái)灣和韓國也即將推出寵物醫(yī)療保險(xiǎn)。而目前最具可行性的就是中國寵物醫(yī)療保險(xiǎn)的發(fā)展。基于寵物醫(yī)療保險(xiǎn)未來的市場表現(xiàn)出發(fā)展空間的廣闊與空白。保險(xiǎn)企業(yè)要在仍處于空白期的未來市場先拔頭籌，就必須在寵物醫(yī)療保險(xiǎn)制定概念方案時(shí)，消費(fèi)者的基本要求和喜好應(yīng)列在首要調(diào)查范圍，因而能夠分辨出主要對象客戶，大致評斷出新產(chǎn)品預(yù)期的成功率，這樣一來就可確保制定出中國潛在顧客所喜愛的中國寵物醫(yī)療保險(xiǎn)新產(chǎn)品。 本文以兩個(gè)角度來辨析潛在客戶的： （1）應(yīng)用手段－目的鏈方法(MEC),寵物醫(yī)療保險(xiǎn)的設(shè)計(jì)應(yīng)考慮利益因素、價(jià)值追求與產(chǎn)品屬性。通過MEC方法來獲得消費(fèi)者購買寵物醫(yī)療保險(xiǎn)的背后動(dòng)機(jī)的數(shù)據(jù)，再配階梯深度訪談，就可以獲得屬性至利益、價(jià)值的內(nèi)在聯(lián)系。這樣一來，在新產(chǎn)品的設(shè)計(jì)階段就能夠效地將消費(fèi)者的價(jià)值取向納入其中。 （2）應(yīng)用結(jié)合分析方法還將創(chuàng)造出不同的產(chǎn)品組來迎消費(fèi)者的偏好，配多元統(tǒng)計(jì)回歸方法估計(jì)來測出消費(fèi)者的多層次考慮，顯示出產(chǎn)品屬性的比率，，產(chǎn)品屬性的水平效用值，進(jìn)而推算產(chǎn)品在目前市場中所占的比率。 寵物醫(yī)療保險(xiǎn)概念在尚未成熟的保險(xiǎn)市場仍面對不少瓶頸和困難，因此本文為求市場上的突破，側(cè)重于發(fā)掘出消費(fèi)者的真正偏好，以圖表現(xiàn)出寵物醫(yī)療保險(xiǎn)新產(chǎn)品最大的市場潛在能力，從而實(shí)現(xiàn)產(chǎn)品的現(xiàn)實(shí)可行性。
[Abstract]:Since China's reform and opening up, pet economy has emerged quietly in China, which has aroused widespread concern and attention. Many people in modern times see pets as one of their family members and the trend is on the rise. Pets are precious and special, so they are very concerned about their old age, illness and death, just like their loved ones, but more and more pet lovers are already feeling the tremendous financial pressure of owning their pets. This economic pressure also translates into mental stress. Pets bring joy to their owners, but also become a burden. Pet health insurance has been developed in the UK and will soon be introduced in Taiwan and South Korea. At present, the most feasible is the development of Chinese pet medical insurance. The future market of pet medical insurance shows the broad and blank development space. In order for insurance companies to take the lead in the future market, which is still in a blank phase, they must be able to identify the main target customers by making a conceptual plan for pet medical insurance, and the basic requirements and preferences of consumers should be included in the primary scope of investigation. A rough estimate of the expected success rate of the new product will ensure the development of a new pet insurance product for potential Chinese customers. This paper analyzes the potential customers from two perspectives: The design of pet medical insurance should take benefit factor, value pursuit and product attribute into account. Through the MEC method to obtain the data of the motivation behind the purchase of pet medical insurance by consumers, and then with the step depth interview, we can obtain the intrinsic relationship between attributes and benefits and value. In this way, the design phase of the new product can effectively incorporate the value orientation of consumers. (2) the application of the combined analysis method will also create different product groups to meet consumers' preferences, match the multivariate statistical regression method to estimate the multi-level considerations of consumers, and show the ratio of product attributes and the horizontal utility values of product attributes. And then calculate the proportion of products in the current market. The concept of pet medical insurance still faces a lot of bottlenecks and difficulties in the immature insurance market. To demonstrate the greatest potential market potential for new pet medical insurance products, thus realizing the practical feasibility of the products.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.6

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本文編號(hào)：1990360