女性運動市場行銷策略之個案研究-以臺灣區Curves可爾姿女性環狀運動中心為例

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2015

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隨著女性運動意識提升,使女性族群運動需求日趨增加,女性客群逐漸形成運動產業中不可忽視的潛在市場。運動市場若能掌握女性族群之運動需求,則可擬定針對女性族群之行銷策略,得以開創運動藍海新市場。近年我國運動產業蓬勃發展,提供運動設施相關機構如雨後春筍般設立,其中,Curves可爾姿女性環狀運動中心之營運績效,在臺灣地區女性運動市場,獨佔鰲頭,乃為女性運動市場之標竿。爰此,本研究以第三方的視角,目的為瞭解臺灣區Curves可爾姿女性環狀運動中心之行銷模式,其行銷策略組合之具體內涵。並以立意取樣的方式,選取臺灣地區Curves可爾姿女性環狀運動中心總部之高階主管共七人,進行訪談探究Curves運動中心行銷策略組合之內容。 臺灣地區Curves可爾姿女性環狀運動中心行銷策略組合之具體內容的部分,注重女性會員感受的產品概念與管理,打造專業客製化的運動課程,透過主動關心與服務,營造女性顧客第二個家庭氛圍,使顧客產生歸屬感。再者,藉由透明化統一收費準則,獲得女性顧客之信任,使女性顧客產生認同感,此外,針對分店設立前置作業,擬定嚴謹完善之標準作業流程,強調品牌經營一致性。最後,重視女性內心感受擬定不同季節促銷活動,及研發符合女性需求之週邊商品,以吸引女性關注。建議運動市場俱樂部相關營運單位,可參考本研究之女性行銷組合之具體內涵,擬定合適行銷策略之內容,提高運動市場營運之效益。在學術研究的部分,後續研究不同屬性之營運組織單位,可針對單一性別顧客族群進行市場行銷策略之分析,藉由多方視角進行資料蒐集與觀察,提升運動產業提升服務效能。
With the uprising female sport awareness, female customers gradually become a potential market that cannot be ignored in the sport industry. It is crucial to grasp female exercise demands to explore a market of blue ocean strategy. In recent years, the sport industry has been booming in Taiwan. There are many private companies provides sport facilities to the people. For instance, Curves Female-only Gym as a fitness center has reached to the top in the Taiwanese female exercise market, wherein become the benchmark. This research adopted a third party viewpoint to explain the marketing strategy and specific practical marketing strategies for women implemented by Curves Female-only Gym in Taiwan. The research used purposive sampling to select seven executives in the headquarters of Curve Female-only Gym, and conducted interviews to discuss the marketing mix of Curves Female-only Gym. The results showed that (1) Curves Female-only Gym in Taiwan created an atmosphere of the second family and the sense of belonging for the female customers by focusing on female member’s experience and customizing its products concept, exercise programs, proactive care and service; (2) Curves Female-only Gym in Taiwan set a consistent and transparent charging guidelines to obtain customer’s trust and sense of identity; (3) Curves Female-only Gym in Taiwan established SOP and put emphasis on its brand consistency management for its chain stores; and (4) Curves Female-only Gym in Taiwan had seasonal promotion and peripheral products which aimed to attract female sentiments and attentions. As the results, this research suggested that sport organizations should set their marketing strategies focusing on female to increase profits. And future studies are suggested to follow the results of this study and use different methods or multiple viewpoint to discuss more marketing strategies of one gender or various customer groups.

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運動健身市場, 行銷策略, 女性顧客, exercise industry, marketing strategy, female customers

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