雲嘉地區護理之家之市場區隔研究; Market Segmentation Studies on Nursing Homes in Yun-Chia Area

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Title:	雲嘉地區護理之家之市場區隔研究;Market Segmentation Studies on Nursing Homes in Yun-Chia Area
Authors:	彭安娜;An-na Pong
Contributors:	中國醫藥學院醫務管理研究所
Keywords:	長期照護;護理之家;市場區隔;Long-term Care;Nursung Home;Market Segmentation
Date:	1992
Issue Date:	2009-12-23
Abstract:	伴隨高齡化社會之來臨，國民對高齡住民長期照護的需求增加，造成護理之家因應而生。在市場的競爭之下，其供需將影響經營成效及醫療資源的使用。本篇藉由價格以探討市場區隔分析，從而發展出合適的產品及行銷方案。本研究以雲嘉地區17家護理之家共989床之住民醫療決策者為研究對象，探討以價格為主的市場區隔相關因素。本研究有效問卷共計663份。其中女性住民394人(59.5%)、男性住民290人(40.5%)；有效樣本平均年齡為76.2歲，在年齡分佈上以65歲以上佔多數(86.2%)。其中入住護理之家時間以一年以上者佔64%；主診斷以腦血管疾病後期影響者為最多佔29.3%；以日常生活能力評估指數而論，巴氏量表( Barth Scale ) 22.3分、柯氏量表( Karnofsyky Scale )三級以上者佔80.6%，顯示護理之家住民身體功能普遍較差。影響醫療決策者選擇護理之家的最重要選項排列次序為專業照護品質、價格、環境清潔。但是，曾入住而離開護理之家的原因則以價格太貴居多。同時，本研究發現不同價位的接受者在選擇護理之家時，對醫療照護品質伴隨高齡化社會之來臨，國民對高齡住民長期照護的需求增加，造成護理之家因應而生。在市場的競爭之下，其供需將影響經營成效及醫療資源的使用。本篇藉由價格以探討市場區隔分析，從而發展出合適的產品及行銷方案。本研究以雲嘉地區17家護理之家共989床之住民醫療決策者為研究對象，探討以價格為主的市場區隔相關因素。本研究有效問卷共計663份。其中女性住民394人(59.5%)、男性住民290人(40.5%)；有效樣本平均年齡為76.2歲，在年齡分佈上以65歲以上佔多數(86.2%)。其中入住護理之家時間以一年以上者佔64%；主診斷以腦血管疾病後期影響者為最多佔29.3%；以日常生活能力評估指數而論，巴氏量表( Barth Scale ) 22.3分、柯氏量表( Karnofsyky Scale )三級以上者佔80.6%，顯示護理之家住民身體功能普遍較差。影響醫療決策者選擇護理之家的最重要選項排列次序為專業照護品質、價格、環境清潔。但是，曾入住而離開護理之家的原因則以價格太貴居多。同時，本研究發現不同價位的接受者在選擇護理之家時，對醫療照護品質之重要性與要求並無不同。所以，這對經營者可能是一大考驗，醫療決策者不因接受較低的價位，而降低對護理之家品質之重視。本研究利用鑑別分析找出兩條鑑別函數，以區別三種不同價位的族群，其解釋程度分別為80% 及20%。利用第一條鑑別函數區分低價位族群，再利用第二條鑑別函數區分高價位之族群；整體正確鑑別率為68.78%。其中，鑑別函數之顯著因素包括價格、就醫方便性、地區別、住家離護理之家車程及家庭月收入等，這些因素可作為經營管理者未來參考的方向。; As the society is fast aging in Taiwan, the demand for long-term care services of the elderly people dramatically increases, which also leads to the booming of the nursing home business. Because of the highly competitive market, the supply and demand of long-term care influence the effectiveness of medical resource utilization and nursing home operation. The objective of this research is to identify suitable products and marketing proposals for nursing home operation by the market segmentation analysis. The research focuses on exploring the related factors, which determine the pricing-base market segmentation. It was conducted in the seventeen nursing homes in Yun-Chia area, Taiwan, with a total of 989 household decision makers of nursing home residents. Out of the 663 effective questionnaires, there are 349 female residents (59.5%) and 290 male residents (40.5%). Their average age is 76.2, and the majority age is over 65 (86.2%). Furthermore, 64% of the respondents have been institutionalized for over one year, and the main diagnosis is late effects of cerebrovascular disease (29.3%). According to the daily activity evaluation index, their average Barth Scale is 22.3, and 80.6% of them belong to the third stage or higher of Karnofsyky Scale. It reflects the nursing home residents tend to be less healthy. The rank of the primary factors for choosing nursing homes is: the quality of professional nursing caring, pricing, and the environmental hygiene. Too expensive fee is the major reason that causes the residents to leave nursing home earlier than expected. However, there is no significant difference among different price groups in considering the importance of medical care quality. Therefore, although this is a challenge for all the nursing home operators, it should be of great concern that a member in lower price group does not necessarily lower his/her expectation on the nursing home quality. This study used discriminant analysis to identify two discriminant functions to differentiate three different price groups. The degrees of variation explained are 80% and 20% in the discriminant functions, respectively. The first discriminant function is used to differentiate the low price group, while the second one is for the high price group. The accurate discrimination rate is 68.78%. The significant factors in the discrimination functions are price, convenience, location, closeness, and family monthly income. As a recommendation, the nursing home operators may give those factors more weight in better service delivery.
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