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

【摘要】：自中國改革開放以來，寵物經濟在中國悄然興起，引起社會界的普遍關注和重視�，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感到擁寵物所帶來巨大經濟壓力，這種經濟壓力同時會轉化為精神壓力。寵物在給主人帶來歡樂的同時，也成為一種負擔。 英國已經發(fā)展寵物醫(yī)療保險，而且中國臺灣和韓國也即將推出寵物醫(yī)療保險。而目前最具可行性的就是中國寵物醫(yī)療保險的發(fā)展�；趯櫸镝t(yī)療保險未來的市場表現(xiàn)出發(fā)展空間的廣闊與空白。保險企業(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)療保險制定概念方案時，消費者的基本要求和喜好應列在首要調查范圍，因而能夠分辨出主要對象客戶，大致評斷出新產品預期的成功率，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)療保險新產品。 本文以兩個角度來辨析潛在客戶的： （1）應用手段－目的鏈方法(MEC),寵物醫(yī)療保險的設計應考慮利益因素、價值追求與產品屬性。通過MEC方法來獲得消費者購買寵物醫(yī)療保險的背后動機的數(shù)據，再配階梯深度訪談，就可以獲得屬性至利益、價值的內在聯(lián)系。這樣一來，在新產品的設計階段就能夠效地將消費者的價值取向納入其中。 （2）應用結合分析方法還將創(chuàng)造出不同的產品組來迎消費者的偏好，配多元統(tǒng)計回歸方法估計來測出消費者的多層次考慮，顯示出產品屬性的比率，，產品屬性的水平效用值，進而推算產品在目前市場中所占的比率。 寵物醫(yī)療保險概念在尚未成熟的保險市場仍面對不少瓶頸和困難，因此本文為求市場上的突破，側重于發(fā)掘出消費者的真正偏好，以圖表現(xiàn)出寵物醫(yī)療保險新產品最大的市場潛在能力，從而實現(xiàn)產品的現(xiàn)實可行性。
[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.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F842.6

【參考文獻】

相關期刊論文 前5條

1 黃曉蘭,沈浩;離散選擇模型在市場研究中的應用[J];北京廣播學院學報(自然科學版);2002年04期

2 張婧;;手段目的鏈視角下的消費行為分析范式研究[J];產業(yè)與科技論壇;2009年06期

3 李開;手段-目的鏈模型在中國消費者價值研究中的運用[J];經濟理論與經濟管理;2005年10期

4 聶沖;賈生華;;離散選擇模型的基本原理及其發(fā)展演進評介[J];數(shù)量經濟技術經濟研究;2005年11期

5 柯惠新，保羅·弗悉諾;市場營銷研究中的結合分析法[J];數(shù)理統(tǒng)計與管理;1994年06期

相關碩士學位論文 前4條

1 季延鋼;應用Multinomial Logit模型定量評估銷售促銷效果[D];清華大學;2004年

2 郭興磊;基于顧客選擇的市場策略研究[D];西安電子科技大學;2007年

3 譚亦鸚;基于聯(lián)合分析法的消費者偏好研究[D];天津大學;2007年

4 朱明;混合動力汽車潛在目標顧客需求分析[D];上海交通大學;2010年

本文編號：1990360