黃萬傳;李明榮Hwang, Wan-Tran;Li, Ming-Rong2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70638學位類別：碩士校院名稱：國立臺灣體育學院系所名稱：體育研究所畢業學年度：91年論文頁數：176頁中文摘要 　　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.目　　次 第壹章　緒論 　第一節　研究背景與動機…………………………………………1 　第二節　研究目的與範圍…………………………………………13 　第三節　研究方法與資料來源……………………………………15 第貳章　文獻探討 　第一節　消費者行為基本理念……………………………………18 　第二節　市場區隔理論……………………………………………27 　第三節　生活型態的理論…………………………………………41 　第四節　行銷策略之理念…………………………………………45 第參章　健康俱樂部之現況與問題 　第一節　研究個案基本概況………………………………………52 　第二節　研究個案會員之基本特性………………………………58 　第三節　研究個案會員對健身房的需求…………………………64 第肆章　研究個案受訪樣本之消費行為 　第一節　受訪樣本之基本特徵……………………………………69 　第二節　受訪樣本之消費決策……………………………………73 　第三節　受訪樣本之消費行為與特性……………………………88 第伍章　市場區隔與結果分析 　第一節　市場區隔之實證程序……………………………………118 　第二節　市場區隔之結果與說明…………………………………138 　第三節　區隔結果與行銷策略……………………………………142 第陸章　摘要、 結論與建議 　第一節　摘要………………………………………………………149 　第二節　結論………………………………………………………153 　第三節　建議………………………………………………………157533895 bytesapplication/pdf消費行為;生活型態;市場區隔;健康俱樂部market segmentation;life style;health club.;consumer behaviorthesis