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孕產婦對產後月子中心服務需求之研究
The Study on Service Needs of Pregnancy for Postpartum Nursing Care Centers
摘要
隨著人口結構及社會型態的轉變，產後月子中心已逐漸取代家庭傳統產婦坐月子之功能，成為一種新興的護理服務產業。不過，由於月子中心市場供給與需求之間的差異，使得許多相關業者紛紛投入此市場，因此，由於進入障礙較低使得產業內業者之間的競爭進入激烈狀態。所以，現有業者如何增加其競爭優勢且保有市場的競爭力，它必須滿足孕產婦多元化的消費動機及所需要之服務需求，這就成為月子中心經營上所關注的議題。由於孕產婦在選擇月子中心時，最重要的關鍵性因素仍著重於嬰兒的專業照顧品質。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，進而才能永續經營。本研究透過實證分析，研究結論：產後月子中心之關鍵性因素的題目都符合信度標準；最重要的關鍵性因素為「嬰兒醫療及照護服務」、「產婦醫療及照護服務」、「醫護人員專業性」、「價格合理」及「整體服務品質」；最重要的服務需求為「提供專業醫療諮詢服務（婦產科及小兒科等）」、「嬰兒室（含餵奶室）」、「醫療及轉診服務」、「藥膳食補之膳食服務」及「多功能套房」；月子中心關鍵重要因素與不同的服務需求間的達到部份顯著相關性；不同職業的受訪者在月子中心關鍵重要因素達到顯著差異；以及孕產婦月子中心關鍵性因素能有效提昇消費者的服務需求。最後，依據研究結論，提出建議如下：積極改善軟硬體設備，創造競爭優勢以強化其競爭力；坐月子中心設置於交通便利之地點；進行多角化經營，強化服務差異性，創造經營上之範疇經濟；聘用足夠之醫療專業人員，以提升附務及醫療品質；以及強化內部安全管理，例如具體落實門禁管制及訪客管理。
並列摘要
With the changes in social patterns and population structure, postpartum nursing care centers have gradually become the popular option for new mothers spending their maternity leave instead of the traditionally staying at home, thus creating a new business paradigm in postpartum care. However, due to the difference in supply and demand of the postpartum nursing care market, many entrepreneurs from related businesses have joined the industry. Its low barriers to entry have increased the level of competitiveness. Therefore, in order for current owners to increase their business edge and maintain their competitiveness in the market, the main focus is to satisfy the various needs and services of the expectant mother. Because the key factor in choosing a postpartum nursing care center is the professional care quality of the newborn, owners must have a good understanding of customers' needs in order to provide services and create business strategies in accordance to the target market. Through case study analysis, this study concludes that: The most important key factors in picking a postpartum nursing care center include ＂medical care of the newborn,＂ ＂medical care of the expectant mother,＂ ＂medical personnel professionalism,＂ ＂price,＂ and ＂overall quality of service.＂ The most important service needs are ＂providing professional medical inquiries (pediatrics and OB-GYN),＂ ＂nurseries and nursing room,＂ ＂medical and hospital transfer services,＂ ＂nutritional meal service,＂ and ＂multi-purpose room.＂ There is a correlation between these factors, and there is an obvious difference in the importance of the key factors based on professions of the expectant mothers surveyed. These factors can effectively increase the consumer needs of the expectant mothers and their families. Finally, based on the research conclusion, we suggest businesses to aggressively improve their facilities in order to create business advantage and strengthen their competitiveness, provide a traffic-convenient location, perform business diversification and service differentiation, hire enough medical professionals to improve the centers' medical quality, and strengthen internal security management such as implementing visitor control.