Publication:

健康俱樂部會員消費行為之個案研究

中文摘要

本文主要是探討俱樂部會員之健康需求、人口統計特性、消費決策及消費行為與特性，次以生活型態與滿意度作為市場區隔準則，並進一步探討各市場牊j的人口統計特性與差異。

本研究以361位受訪會員樣本，採用次數分析、卡方分析、因素分析及集群分析等分析方法，研究結果摘述如下：

1.生活型態部分，萃取出「家庭養生型」、「渡假舒壓型」、「追求流行型」、「社交聯誼型」及「注重弁鄎活v等五個因素，並依集群分析將市場區隔為「注重外交族群」、「健康親子族群」、「實務導向族群」及「時尚流行族群」等四個族群。

2.以生活型態作為區隔準則，本文選定的影響人口統計變項有性別、年齡、教育程度、家庭生命週期及個人每月收入。

3.以生活型態作為市場區隔準則，相較於滿意度做為市場區隔，可準確的區隔出俱樂部的消費市場區隔。

4.據本文研究結果，對研究個案研議參考性的行銷策略：

(1)提供多樣化的設施，高品質的享受。

(2)隨著流行的趨勢增加軟硬體設施。

(3)提出時段不同，優惠不同的價格。

(4)會員攜伴，給予折扣價格。

(5)以大型看板或廣告，打響知名度。

(6)派專人到各企業作推廣行銷。

(7)與其他休閒產業的企業作策略聯盟。

Abstract

The primary purpose of this paper is to explore healthy needs of club members, properties of population statistics, and consumption strategies, behavior, as well as properties. In addition, the paper takes life style and degree of satisfaction as criteria of market segmentation and further studies the properties and differences of population statistics among market segments.

This study interviewed 361 members as subjects, adopting analysis methods like frequency analysis, chi-square test, factor analysis, and cluster analysis. The results of the study are summarized as follows:

1.From the aspect of life style, five factors are found-pertaining to the following types: domestic recreation, stress-free vacation, vogue pursuit, social gathering, and function emphasis. In addition, according to cluster analysis, the market is divided into four groups: diplomacy emphasis, healthy family, practice-oriented, and vogue pursuit.

2.With life style as a criterion of segmentation, this paper chose the following variables of population statistics: gender, age, education level, family life cycle, and personal monthly income.

3.Life style is superior to degree of satisfaction as a criterion in accurately dividing consumption market of club members.

4.Based on the results of this paper, the following marketing strategies are provided as reference for the case in study:

(1)providing a variety of facilities and high-quality enjoyment.

(2)adding software and hardware in accordance with the current fashion.

(3)offering different discounts for varied time slots.

(4)setting discount prices for club members accompanied by their friends.

(5)promoting publicity by using large bulletin boards or advertisement.

(6)sending representatives to every enterprise for extension and marketing.

(7)entering into strategic alliances with other recreational industry enterprises.