Research On Consumer Preference Of Elderly Care Community Based On Joint Analysis Method

With the development of China’s social economy and the improvement of people’s living standards,the problem of population aging is also increasingly aggravated,which makes the market demand for pension related products increasing day by day.In the current market,the pension community integrating medical service and pension related services is a new pension product at the historic moment,and also one of the mainstream trends of consumers in the choice of pension methods.When facing the choice of pension community and other pension products,various types of consumers are very different in terms of geographical location,medical facilities and price sensitivity.They will make decisions based on their consumption preferences and in accordance with the principle of maximizing benefits.However,in real life,many companies in the design of nursing homes,the understanding of customer preferences is still flawed,for example,the nursing home into a high-end luxury "aristocratic community",high fees make ordinary consumers prohibitive;Or only meet the basic needs of life,the residents of the old age of no quality at all.TK Group is a leading company in the construction and operation of medical and nursing communities for the elderly in China.In order to develop new product lines,it conducts research on the preferences of current urban residents for the elderly care communities,which is helpful for the elderly care enterprises to make decisions in the strategic directions of demand prediction,market segmentation and product pricing,which will also promote the sustainable development of related industries.It has important practical significance.This thesis adopts a quantitative analysis method of consumer preference,named joint analysis method,through the empirical analysis and research of the product attribute combination of pension community,discusses the composition of elderly people’s consumer preference for pension community and the division of consumer groups.The first step is to confirm product attributes and attribute level by integrating relevant research literature with empirical interviews.On this basis,a conceptual model of attribute combination of elderly care community is established by using orthogonal experiment method.Second,on the SPSS software,through the establishment of the regression model of consumer preference in the elderly care community,the effect of multidimensional data characteristics under multidimensional data on consumers’ purchasing behavior is studied.At the same time,by measuring the relative importance ratio of various attributes in the results,the social characteristics of consumers are explored to influence the purchasing behavior of the elderly care community.In the last step,cluster analysis is used to divide the surveyed objects into three types of consumer groups,and according to the preference characteristics of each type of consumer groups.The results show that medical services and accommodation environment are the two most important factors affecting consumers’ purchase of elderly care communities,accounting for 28.2% and 22.3% respectively,followed by catering services,and entertainment activities with the lowest proportion.Consumers’ gender,age,education level and economic status will have different degrees of influence on the choice behavior of pension communities.Consumers in pension communities can be subdivided into three categories:medical and pension consumers,enjoying consumers and price-oriented consumers.Based on this,targeted marketing strategies are formulated.This conclusion has certain reference significance for the future development of new elderly care community of TK Group.Finally,according to the research conclusion,three optimization suggestions for TK Group are given: enriching product model,expanding demand from the supply side;Optimize marketing methods to create brand effect;We will deepen the links between elderly care communities and insurance products.