| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 93 === After the government in Taiwan carry out the system of the week rest for two days, the recreational industry grows vigorously, the competition is fiercer too, the domestic industry of fitness club develops and has already inclined to the diversification, the operator only masters the key element of customer's satisfaction of influence precisely, and adjust its marketing policy in good time, then can raise the customer's loyalty for its brand effectively, show one's talent from numerous brands, and make a profit continuously.
This nine fitness clubbers whose research has brand awareness with the whole country are as the research object, adopt the convenience to carry on questionnaire investigation to sample, the aim is inquiring in to influence the brand loyalty factor of the fitness clubbers , and separate the loyal type of the brands of fitness clubbers , and the more different loyal types of member's brand and consumption characteristic, in order to the fitness clubber to different loyal types of brand , work out different marketing and make the tactics up , discover synthetically that gathers together whole as follows:
First. Influence the loyalty factor of fitness clubber's brand, construct the surface in the behavior in order, recommendation behavior、public praise / propagate, negative message and resist strength , prior choice , support and participate in the activity , card rate continuously. Show member " loyal behavior " and " brand cognitive" have high dependence of fond degree; It construct attitude in order in surface, feel satisfied, higher social status, participating in sense of ownership, the credible. Show that the member has great relations with the degree in ''the psychological attitude ".
Second. The honest type and the marketing policy difference of member's brand for:
1. It is collected that true and loyal group (Guo Jing), maintain the good relation and promote the member's rank and honor sense, intimate emotion strengthening and sharing weal or woe. 2. It is collected that potential and loyal group (Zhang Wu Ji) deepens the customer's demand, keep in touch and understand with attendants' deepening essence. 3. It is collected that false and loyal group (Wei XiaoBao), establishes the customer's relation, strengthens the brands and sets up the additional value. 4. Non / Minuend loyal to collect group (Yang Guo), improve the will to purchase again, and set up the strategic alliance of the undertaking, increase the advantage of the club.
Third. The characteristic of consumer behavior
Most of source with fitness clubber's information came from friend's introducing; the purpose lies in sports for building up the body, and the affiliation reason to attract is to build up body in the majority by suitable for sporting, make the member feel that the biggest beneficiary is oneself in buying the membership card through comfortable space planning. In addition by giving for gift or complimentary ticket with and has dominance most that strategic alliance comes to strengthen brands. Most of members are for all salaried of knowing area of 20 to 30 years old, come off duty period to participate in body building one hour to spare, frequency is in the majority from three times to four times with every week, and the place is usually chosen in the drive of 30 minutes of the house.
Keyword：Fitness Club、brand、brand loyalty
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