基于结合分析方法对宠物医疗保险产品设计研究

发布时间：2018-06-07 07:30

本文选题：手段－目的链 + 结　；参考：《上海交通大学》2013年硕士论文

【摘要】：自中国改革开放以来，宠物经济在中国悄然兴起，引起社会界的普遍关注和重视。现代很多人把宠物视为家庭成员之一，并且增加的趋势。宠物是珍贵又特别的存在,因此他们十分关切宠物的生老病死，就如对待亲人一样，但是越来越多的宠物爱好者已经感到拥宠物所带来巨大经济压力，这种经济压力同时会转化为精神压力。宠物在给主人带来欢乐的同时，也成为一种负担。英国已经发展宠物医疗保险，而且中国台湾和韩国也即将推出宠物医疗保险。而目前最具可行性的就是中国宠物医疗保险的发展。基于宠物医疗保险未来的市场表现出发展空间的广阔与空白。保险企业要在仍处于空白期的未来市场先拔头筹，就必须在宠物医疗保险制定概念方案时，消费者的基本要求和喜好应列在首要调查范围，因而能够分辨出主要对象客户，大致评断出新产品预期的成功率，这样一来就可确保制定出中国潜在顾客所喜爱的中国宠物医疗保险新产品。本文以两个角度来辨析潜在客户的：（1）应用手段－目的链方法(MEC),宠物医疗保险的设计应考虑利益因素、价值追求与产品属性。通过MEC方法来获得消费者购买宠物医疗保险的背后动机的数据，再配阶梯深度访谈，就可以获得属性至利益、价值的内在联系。这样一来，在新产品的设计阶段就能够效地将消费者的价值取向纳入其中。（2）应用结合分析方法还将创造出不同的产品组来迎消费者的偏好，配多元统计回归方法估计来测出消费者的多层次考虑，显示出产品属性的比率，，产品属性的水平效用值，进而推算产品在目前市场中所占的比率。宠物医疗保险概念在尚未成熟的保险市场仍面对不少瓶颈和困难，因此本文为求市场上的突破，侧重于发掘出消费者的真正偏好，以图表现出宠物医疗保险新产品最大的市场潜在能力，从而实现产品的现实可行性。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.6

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