| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 100 === The purpose of this study was to explore how the marketing strategies be used in Fitness Club Industry in Taiwan. This study conducted the interviews of professional managers and industrial experts to investigate the practical usage of marketing 4P concepts, including positioning, target market, competition, and the use of marketing mix, as well as how these concepts influenced the development of Fitness Club Industry. In addition, two self-developed questionnaires, “Perception scale of the GYM G marketing strategies” and “Expectation scale of industrial marketing strategies utilization”, were distributed to 350 consumers. A total of 303 (86.5%) consumers participated and returned the questionnaires. The data were further analyzed by descriptive statistics and paired samples T test.
The results of interviews showed that both managers and experts considered Fitness Club Industry need to place itself in the innovative sport leisure position which stressed diversification and multi-functions; the development of strategic alliance not only supplemented the shortage of resources or capabilities, but also beneficial in increasing the additional values; moreover, emphasizing the strong marketing strategy and niche strategy was helpful to the industry management. However, there existed difference in the market analysis and approaches to deal with it. Professional managers claimed the Fitness Club Industry should strength its market position actively, and use it as the differentiation and planning principle of target consumers. Contrarily, industrial experts suggested that Fitness Club Industry to reinforce its stability through the usage of integrated marketing communication (IMC) and customer relationship management (CRM).
From the results of questionnaires, GYM G members expressed their consistent feelings about what the products club provided and what they used. Most of the members suggested the club can adopt innovation concept as the management strategy, so as to the tough application of marketing strategy. The products that club planned to provide in the future not limited to sport activities, but covered more service-oriented products. Generally speaking, GYM G performed well in the market position and focus strategy.
According to the results above, Fitness Club Industry ought to put more emphasis on the customer needs, which meant “customer relationship management”. The comprehensive analysis of customers’ attributes, consuming tendencies, and royalties, was valuable to develop efficient and integrative marketing mix. In addition, seeking the multiple-angle horizontal alliances which was suitable for the enterprises’ management strategies also assisted managers earning more profits.
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