孕產婦選擇月子中心的關鍵影響因素

Abstract

由於人口和社會結構的改變，越來越多的新手媽媽們選擇入住月子中心，而不是像傳統家庭一樣進行坐月子，這儼然已經成為一種新興的護理服務產業。不過，隨著少子化的影響，使得新生兒的數量每年衰退，代表著市場的供給量越來越低，雖然消費者對於月子中心市場的需求增加，但也因為越來越多的經營者投入市場，使得競爭變得非常的激烈。所以，該如何提供符合孕產婦多樣化需求的個性化及高品質服務，經營者必須透過品牌形象塑造、市場推廣和持續提升服務水準來增強競爭優勢並保持市場競爭力，這是月子中心經營上所需要關注的議題。因此，經營者必須確認消費者之服務需求才能確認其市場定位，這樣其經營方向及服務重點才能夠符合目標市場的需求。 依據本研究所透過的問卷分析，得到在少子化的環境下，要增加競爭優勢和保有市場競爭力，建議月子中心的經營策略應該具體考慮以下幾點：「提供個性化的服務」、「高品質的設施和設備」、「建立良好的合作關係」、「建立品牌形象」、「提升服務品質」，通過以上策略的實施，可以使月子中心在少子化的環境中保持競爭力，並為產婦和新生兒提供最好的護理。 本研究以孕產婦選擇月子中心的關鍵影響因素為研究領域，希望探討顧客在選擇月子中心時，其抱持著哪些觀點，如何影響到其對月子中心的選擇與願付價格，以及這些觀點與選擇如何受到顧客背景的影響。透過問卷調查法，得到以上主要結論。

Due to changes in population and social structure, an increasing number of new mothers are choosing to stay in postnatal care centers instead of following traditional practices of confinement at home. This has emerged as a growing industry in the field of nursing services. However, with the impact of declining birth rates, the number of newborns is decreasing each year, leading to a diminishing supply in the market. Although there is a rising demand for postnatal care centers, the increasing number of operators entering the market has intensified the competition. Therefore, to provide personalized and high-quality services that cater to the diverse needs of expectant and new mothers, operators must focus on shaping their brand image, marketing strategies, and continuously improving service standards to enhance their competitive advantages and maintain market competitiveness. This is an important issue to consider in the operation of postnatal care centers. As such, operators must identify the service demands of consumers to determine their market positioning. This way, their business direction and service focus can meet the needs of the target market. Based on the questionnaire analysis conducted in this study, several recommendations were made for postnatal care centers to increase their competitive advantages and maintain market competitiveness in the context of declining birth rates. These recommendations include providing personalized services, offering high-quality facilities and equipment, establishing good partnerships, building a strong brand image, and enhancing service quality. By implementing these strategies, postnatal care centers can stay competitive in a declining birth rate environment and provide the best care for expectant and newborn mothers. This study focused on the key influencing factors for expectant and new mothers when choosing postnatal care centers. It aimed to explore the perspectives held by customers and how they influence their choices and willingness to pay for postnatal care centers, as well as how these perspectives are influenced by customer backgrounds. Through the use of questionnaire surveys, the main conclusions mentioned above were obtained.